Like many, I’ve haven’t been to my stylist since February and I found myself experiencing the COVID hair crisis along with a midlife crisis. A few weeks ago, I dyed my naturally dirty-blonde/light brown hair purple. (See 1st pic) I just wasn’t really feeling it. So I decided to try blue since I’m working remotely for the rest of the year and I might as well do something I’ve always wanted to do. I combined this bleach with Wella Color Charm 40 developer. I have naturally oily hair, so I didn’t prep it other than to go without washing it for 5 days prior to bleaching. I’m genuinely astonished by how well it worked! It started lifting within 5 minutes of application and after 45 minutes I had a nice golden blonde. It definitely dried out my hair a bit, but there was no breakage. It is worth noting that my hair is pretty robust in terms of what it can handle. It is rather thick and naturally wavy (just like me). I have a retro/pinup aesthetic so my normal hair routine is pin curls overnight and a lot of hairspray, but no heat. I haven’t owned a hair dryer in years and use a curling iron maybe once or twice a year.Naturally, everyone’s hair will respond differently but this worked so well for me! This is not my first rodeo with bleach, but this is my new favorite bleaching product! Read more

It work really well for me. I use a volume 20 developer and I started from the back of my hair from my ends to the scalp to avoid having hot roots and my hair is naturally like a very dark brown redish and I put black hair dye on it twice and just with one application of this bleach I got my color lifted more then I thought it would go. I put a protein treatment right after I washed it out and I’m going to wait 3 days before I put honey blond on it. My hair got a little dry but not brittle like other bleaching products have done. Read more

**UNSAFE PRODUCT! DO NOT BUY! DO NOT USE! WILL BURN YOUR SCALP AND LUNGS!** This product states, "NO HEAVY AMMONIA SMELL" That is so far from the truth! I have been bleaching my hair for over 20 years and tried many MANY different brands of bleach. This brand, by far, has the worst ammonia smell I have ever encountered! The fumes were so bad it felt like it was burning my lungs! (The morning after I have a horrible cough!) I could barely breathe with all the fumes. The entire house smelled of Ammonia. I only used a #20 developer, and due to the toxic fumes, couldn't leave it in more than 10 minutes. The next morning, my scalp is burned and scabbed up pretty badly. I have just submitted for a refund and due to the damaged to my scalp and lungs I don't feel a refund is nearly enough! This product should be taken off the market! It is unsafe!!!UPDATE: A couple days after using this product I went to my doctor because my lungs were still hurting and I was still coughing. My doctor said it was indeed a chemical burn to my lungs!!! Read more

Works way better than any bleach powders from a beauty supply store! Mixes into a thick blue paste, you'll need to use more product than a standard bleach powder, but it does the job and lifts color better than any other powder I've found. Read more

Super blonde! It was so soft on my hair as well and lightened it 5 or 8 levels Read more

This bleaches your hair just fine and you get a big tub for the money. I took off one star because the product puffs up which makes it difficult to just do your roots. Read more

I was using the ugly duckling brand, this is cheaper and works the same! Read more

My hair is very stubborn with bleaching and takes a while. I've had the worst experience with store bleaches burning my scalp and destroying my hair. This stuff is so much better! I've used this bleach five times now. Being pasty it doesn't run, so I can target my roots, its supper effective as a lightening bleach, and its so much less damaging than anything I've found at the store. Plus the quantity is great! You can mix as little or much as you want and in a month or two when your roots grow out you've got PLENTY to use. This should last me a year! Read more