Preference Permanent Luminous Hair Colour, Ultra Platinum | Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant Salon-Inspired Results

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.

Great however needs two applications on brown hair .

I had previously stripped my hair twice and put on just a blonde hair dye unfortunately it was still a very dark off colour blonde more like dark strawberry - but not orange. I took a chance on this and it has actually lifted my hair very light blonde (not yellow), I was left with a few darker patches but with the conditioner included and an extra white toner I had bought fixed my hair to a lovely ice blonde with a few streaks of darker blonde, that was my own fault for rushing the application process and not using a brush. I will be purchasing again after my hair has had a rest and reapplying and I have no doubt I will be completely white platinum. Recommend this product - i took a chance due to mixed reviews but glad I did. This will be my chosen colour from now on after having black hair for many many years due to never being able to find a nice blonde. I will be sticking with this one.

This is literally the exact same product as the "Feria" version in case anyone was wondering. Perhaps one of them is a rebranding. I am male with quite thick, dark brown hair and it took me 2-3 boxes to get it to where I wanted, but I pushed it too far and my hair was going very thin and frail and shedding a little - so it's good stuff, but I wouldn't use more than twice in succession, cos it's powerful - the first attempt made my hair blonde from dark brown within 45 minutes, but it was very yellow gold, brassy. I didn't want to damage my hair so I found or recommend anyone to do multiple attempts, so I found this Silver Hair Shampoo by PROVOKE. I used that a week later and it took out ALL the yellow out of my hair within about 2 minutes in the shower and made my hair instantly platinum as desired. So recommendation for anyone with dark hair - use 1 or 2 boxes couple days apart. Then use the Silver Hair Shampoo by PROVOKE after a few days and you will have platinum. Another Pro: the conditioner is very nice and the price is good.

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!

I had like copper, patchy hair from using hair stripper on black box dye, and I've had reds and everything in my hair, my natural colour was a honey blonde and after 2 bottles of this stuff on its gone light enough for me to dye it back to my root colour! The copper isn't completely gone so if your trying to go platinum you may need to do it again with 2 bottles after

Great 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

Great product. Doesn't damage your hair. Been using for years.