Preference Hair Dye, Long Lasting, Luminous Permanent Hair Colour, up to 9 Levels of Lift, Extreme Platinum

Good colour

The best drugstore bleach! I've been trying to lift my hair in the professional salon for ages and none of the hairdresser been able to do it. I've neve been happy with the results and paid fortune 😕 with this product 20 minutes and toner afterwards and I've never been happier with the end result 😍 I totally recommend

My favourite bleach. Doesn’t damage your hair as much as other bleach’s I’ve tried, although you should definitely invest in a toner and use this bleach two washes/tones before an important event as your hair will be slightly yellow! The conditioner toner does nothing in regards to toning your hair. I’d recommend the provoke I think it’s called black conditioner!

This is literally the only hair dye that works on dark hair. It lifted my hair 2-3 levels in around 10 minutes! That’s all I wanted so I washed off after that. My hair was the darkest of browns & it took me to a very light brown. My daughter used it on dark blonde hair and it lifted it to a very pale yellow, after adding a silver toner she now has near enough white highlights! Both our hair is in excellent condition and smells lovely after the conditioner

I have been dying my hair for many years from brown to blonde but I started off using powdered bleach and 30% hydrogen peroxide. This is very time-consuming (also extremely damaging to the hair especially if you overlap the bleach) so I decided to use a box colour. I normally use nice and easy, one of their cool blondes because cool or ash helps eliminate any orange in my hair. I fancied a change, I wanted to go lighter so I chose this. As you will see in my photo it made my hair orange. I didn’t expect this to happen because you add a booster powder to the bottle, this led me to presume it would lift my hair to a higher level and eliminate any orange. I bought B Uniq Purple Hair Mask, and as you can see it is blue, blue is very good for toning down orange. I also bought their shampoo but that is purple, purple eliminates yellow so this did not work for me luckily the (blue) mask did. I felt this platinum had dried out my hair a little bit, I had to use extra Argan oil (I put it in my hair with a conditioner and again when towelled dried) to help nourish and give shine. I’m quite happy with the results and I will use this colour one more time, all over, just to see if it will lift the orange a bit further, if it doesn’t, I’m going back to nice and easy.

I trust this product

Honestly I didn’t expect much of a box bleach, I even tried to return but since I couldn’t I gave a shot and was worth it. It lightened my roots to a very pale yellow with only 30 vol developer that comes with the box and my hair didn’t snap, it looks and feels healthy. It doesn’t come with a toner so you need to order one. I wish I had ordered more because one box was enough for my roots, but I wanted to bleach wash the middle parts of my hair and one box covered well but not everything. So I would say one box for roots and 2 boxes for middle part for a bleach wash.

Awesome