I color my hair all time, whenever I get bored and want a change basically, so I've used a bunch of different brands. I like L'Oreal Feria, the colors are really nice and they usually have subtle highlights and good shine. Garnier is nice too, much better smelling! My new favorite is Fat Foam. It's sold in a big, red container and the color always turns out really nice! It's usually sold in CVS or Walgreens. The foam color is sooo much easier to use than the creme, especially if you're doing it yourself. And I have long, thick hair and I've never run out of color like I have with some other brands.