My hair is naturally a dark golden blonde and has been about every coulor imaginable over the years. for the past year and a half I have been a medium to light blonde that has been professionally highlighted by my beloved colorist. I was unable to go see her after a few months at school and HAD to do something about my color so I started using preference. After a couple of times I switched to excellence in the same colour(lightest natural blonde 9 1/2 N) and fell in love! My hair looks beautiful, so much so that my hairstylist commented on how much she loved it. My fine hair actually feels BETTER after I color and as someone that has battled brassy hair for years my hair has flattering warmth but NO BRASS even though I did not use the ash shade! I doubt that I will be sticking with Excellence for quite a while. I have tried Feria, Garnier, 10, Preference, and others and this is by far the best!! If you are wanting to go blonde and don't want to pay to have it professionally done I would totally recommend this! Total HG for me!!