To be upfront: I bought this because it was on a 2-for-1 sale at the Sally Beauty store I went to. With my natural hair colour matching closely to a different dark blonde shade of Argan Oil Hair Color's, I thought this would at least take to my hair decently. I used a 20 for developer, which the women working there recommended. I feel like the colour would've taken better if I had lightened my hair first, but it did give my hair a very natural redhead kind of tint. Thus far, I do feel like it's fading quickly; however, each tube has two applications in it, so I'm definitely willing to try it again!