Help i want to dye ma hair redd?

alrightt soo i wanna dye my dark brown with a tint of red hair to a dark but noticable red. i dont wanna bleach it cause im not looking to fry my hair. ive dyed it like 3 times before this. my hair isnt extreamly damaged, just a little bit. ive heard about l'oreals hicolour for dark hair only & the 30 vol devloper to dye dark hair. i am just so confused. i dunno if devloper is bleach or if it will really damage my hair or what. can someone help me & give me product recomondations?? i live in the usa soo i can go to a sallys store.