I have been dying my hair using sally beauty supply products for several years now. This was after a horrible attempt at using box dyes at the box stores, never had any good experience using those honestly. I find the products at Sally’s to be much better quality(along with cheaper, I always buy with coupons to).
I use Ion Brilliance, I believe is the brand name. All the colors run darker, so keep that in mind. I currently use Medium Intense Blonde 7NN (with 10 developer) and I get a very pretty medium brunette color. I love how rich the color looks. I dye my hair about every 3 months(also cut it myself to) and it costs well under $5 each time. I was overwhelmed when first trying it, had no clue at all and was nervous about bad experience with multiple box dyes. I did ask lots of questions from the employees at Sally’s and they were quite knowledgeable and guided me along. Now it’s super simple to me and I can switch up and try new colors whenever I want. I’m so grateful I finally found something cheap, good quality and looks nice so I no longer have to go to a salon.
So pretty much it depends on the color your going for(brown, blonde, red, etc) and current hair color and that will help determine the developer you need(or if you need anything extra). Mine is simple, it’s equal parts. So I use entire 2oz tube of dye(Ion brand) and 2oz measured out of 10 developer. Mix and apply. Let sit 30 min, rinse. Again, times and everything depend on the color your going for.