I have been using joico hair color for 7 - 8 years and love it. this is the corresponding developer, first time buying 20v. generally buy the 30v. which I use with 8G and 8N to get a fantastic medium golden reddish blond . Love Goodlooking ,have been buying from Goodlooking for 3 years or so now ; they have the best prices and smooth shipping . never a problem .