Used in hair dye formulations as a coupler to produce a range of permanent and semi-permanent shades, particularly contributing to warm brown and auburn tones. It reacts with primary intermediates like p-phenylenediamine in oxidative dyes under alkaline conditions to form larger colored molecules within the hair shaft. Its isopropyl group enhances lipid solubility, improving penetration into hair and color longevity. Also found in some cosmetic products requiring precise shade modulation due to its reactivity and stability in alkaline oxidative environments.