Quoting jes♥london&lincoln:" I have darker hair too, and I just did mine red without bleaching it.. I used Loreal HiColor highlights ... [snip!] ... and a bottle of 40 volume developer. Mix them according to directions and voila.. red hair without bleaching! It works AWESOME!"
Oh, that brand is specifically for dark hair, forgot to mention that. Im not a professional either, you dont need a license to buy that stuff. It cost me likt $18 total to buy the two boxes of color, one bottle of developer.. a bowl and brush and pair of latex gloves.