I have been coloring my hair since I was 14. I have used so many different brands, and when I tried this, I SWORE I would NEVER stop using it. It is AMAZING. By far the BEST thing I've EVER used, I will never go to any other brand besides Born Blonde, Ultra Blue! I HIGHLY recommend it, the color it gives it just amazing, no brassiness, no yellow tent, just beautiful, natural looking blonde, oh it's gorgeous and I love it! THANK YOU SO MUCH FOR INVENTING THIS!! Recommend to anyone!