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!

I trust this product

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.

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

I used this hair dye to pre lighten my hair before putting on another colour. The reason I chose this for that reason is that you use a powder bleach when mixing, this is way more powerful than using an all liquid box hair dye. It is strong. My hair immediately reacted to the bleach, I’d advise keeping a check on how your hair is developing - not blindly leaving it on for the full time. Be careful you don’t get hot roots. If you’re lightening hair darker than blonde I’d advise doing the lengths first then the roots. This did the job and there were no lines where my root regrowth had been, I must admit the yellow-ness of the overall colour panicked me slightly so I immediately reached for the conditioner that came with it. This is a colour correcting (purple) conditioner. This was a mistake. This took more on the porous sections of my hair and I had lilac streaks. I wish I’d just put it on my roots which was where I could see the yellow tone more. Despite this I only needed to live with this for 24h then I dyed my hair again with darker colour. I achieved a really even dye doing it this way. I don’t think I’d recommend this as your final colour but if you want to pre-lighten it’s excellent. I’ve also used this on my daughter before dying her hair pink.