Grey(ish) to Blonde(ish) - good hair colour brands?

I've coloured my hair blonde at home for years now and always just use the brand that is on sale at the time my stock runs out. I've used L'Oreal lots of times with no problem. I believe the most important thing is to buy the right colour number. I'm not sure what number pale ash is, as it doesn't suit me. I usually use 9, interspersed occasionally with 10, just to give it a lift and then my hair isn't a flat colour. My hairdresser always compliments me on my colour.