I'm in the process of dying my hair brown again. Why bleach first? Well, my hair is so baby-fine and limp-- it has no texture or depth whatsoever. In fact, physicists tell me that it actually does not exist in this universe... What you see is actually a rift in the fabric of space-time. So, I have to do this, then dye it a respectable brown. This makes it look normal in color, and texture. And it's easier to style.