I have medium brown unbleached hair and this stuff works! It looks pink, but does the job! I'm wearing blue hair dye as well which made my hair at the top look almost green which is also by Arctic Fox which I'm surprised didn't work but I love the pink color!

I had pre-lightened hair( bleached) and the color worked like a charm! It also lasts for a good bit

This is amaZing I let my hair go grey/silver am over it. Do t want permanent colour!!! Am in love with this colour. No staining of skin or tub. Will use arctic fox again. 🤩

I've used artic fox and other colors by them before but this one was by far my favorite. I got so many compliments on this color and it's holding up so nicely! My hair was a dirty blonde before

I was looking for a burgundy shade that would help hide the bright pink/purple fading from my hair and Ritual was exactly what I was looking for/pictured! My only complaint is that I didn't get it sooner and before my wedding this past Autumn because it would have been perfect with the colors of the changing leaves. I was surprised at how well the rest of my brown hair picked up the color and after 4 washes, it's still pretty vibrant. 13/10