Tried Joico because my ever favourite brand that I have been using for years (startes with K and ends with a) is impossible to buy in canada. Before Covid I would buy it in US. Now, I tried Joico to see if it will make a good replacement. No, Joico id not work as good as my preferred brand - Joico left the neds of my hair darker than the roots. It also dried my hair out. The result: my hair look, well, dyed. While my old brand left them look 100% natural. My tone: natural blond.