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*!