I have used various shades of Arctic Fox in the past, but have decided that my favorite color is Ritual. My natural color now is gray. The Ritual shade looks awesome when it first goes on, nice and dark burgundy. Then over time it fades to a deep fuchsia, then to a brighter pink. By that time, my roots have grown out, so I dye it again. This is my favorite color, and I intend to keep my hair this color until I cannot dye it anymore. Also, when I apply it, my hair feels so very soft and conditioned. It truly is good for my hair. *peace*!

I’ve used and loved other colors from this brand. However, even for it being semi permanent, it was gone so fast. It seemed to refuse to stick to my hair in patches.

Definitely made my hair dark red but it’s gorgeous I can’t wait to try new colors!

I have dark brunette hair. I bleach my hair to a orangish color and it comes out to a dark burgundy color on the darker side but I love it because it looks red but can also look black

Ritual is a great shade. Not quite as dark burgundy as it looked in the display. A beautiful shade - loved by all.