Keratinic fibers, especially human hair are dyed by an agent containing a coupling component which is an m-phenylenediamine derivative of the formula wherein R1 is a C1-4 alkyl group or a C1-4 monohydroxy alkyl group, R2 is a hydrogen atom, a methyl or an ethyl group and each of R3 and R4 is independently a branched or linear C2-6 hydroxyalkyl group, with the proviso that the R1O group is in the ortho or meta position to both amino groups; and a cosmetically acceptable carrier. These agents afford desired color nuances in a sufficient intensity and fastness, exhibit good fiber affinity and are safe from a toxicological and dermatological point of view.