ionBright White Creme Lightener 10.6 Oz

I will never go back to regular bleach after using this, and I wish I had known about this product a long time ago! I would have avoided a lot of damaged hair and hours of bleaching only to get an ugly orange color and straw like hair. I have been lightening my hair to put vivid colors in since I was 16. I'm 28 now, so that's 12 years of bleaching my own hair with a variety of different products.Using this lightening cream with their sensitive scalp 20 developer- a literal game changer. I've been bleaching my roots only once or twice a year to avoid bleaching the same hair more than once and to give my hair a good break in between, even tho this means my hair is often way grown out at the top and it can create bands of differently lightened hair. Because of this I've used a full coverage vivid color (like dark purple or blue) despite having always wanted to be able to go pastel. Pastel color wasn't worth the damage to my hair to get it that light and even when I've tried in the past it was always too bronzey to look good with a pastel dye, even after toning it. Well I found this product looking for a good product to bleach my roots with as it was that time again and I'm being even more careful with my hair as I'm trying to grow it out long. I found this and read the good reviews and decided to give it a try. I used the cream and the 20 sensitive scalp devloper 1 to 1 mix to lighten my roots. It lighted it SO fast I was amazed. And oh my gosh when I rinsed it out not only did my roots not feel damaged but it was the prettiest lightest silvery blonde I've ever seen on myself, something I wasn't able to achieve even with multiple bleach sessions and toning before, and this was with no toning! I loved it so much I decided to take the leap and lighten the rest of my head the next day. I have a lot of hair, so I used an entire bottle of the cream between doing my roots and then the rest of my hair, but its definitely worth it and I still have about half the developer left. After doing the rest of my hair I used purple depositing shampoo and a purple toning conditioner, to give it that purple hue and some light purple color. I love it!! I've received so many compliments on it, and my hair doesn't feel damaged even after using it on my already bleached hair. I am going to be a user of this product for life!Picture is after using purple color depositing shampoo and purple toning conditioner after lightening with this product.

I have very dry fine hair. I only use this cream lightener since it is the least damaging and drying out of all the other ones I have tried. It lifts pretty fast and is easy to work with. The smell is nice too. It's not a strong bleach smell. I would recommend trying this product especially for more delicate hair types.

Worked well for me. I never have any issues using this. Easier mixing for me than the powder. As with any bleach, tone your hair afterwards.

Very gentle and lightens hair easily. Would recommend!

This cream bleach is a game-changer—easy to mix, gentle-smelling, and lifts hair up to 8 levels quickly without feeling harsh. The tube format is mess-free and keratin-infused formula leaves hair surprisingly soft afterwardBottom line: If you're bleaching at home, this delivers smooth, bright results with minimal fuss. Just be mindful of consistent developer mixing and always follow up with toner or purple shampoo.

BRIGHT WHITE, for me, is a 10-star. Once I tried it, I was hooked; I can't go without it. If you have dark roots in your hair, don't hesitate to buy it. No dark hair can resist it. It bleaches in seconds, it's brilliant. Try it and you'll see. I give it a 200% effectiveness.

Love this product, I've been using it since the end of 2023 and I've had no issues with it. Works really well! My hair is healthy and thriving even after using this product.

See pics: outside pic is my normal hair color (2 parts Inoa 9, 1 part Inoa 9.1 ash, 1 part Inoa 9.13 beige…to blend with my natural color and to cover the gray). I accidentally put too much 9.13 yesterday and the roots got way too dark and when I pulled it back in a clip or ponytail it was awful. I bought this and it arrived a day early! I followed the advice of an online hairstylist and mixed about 1:1:1 of this, Inoa 20 developer, and L’Oréal clarifying shampoo on freshly washed (same shampoo) and damp hair. I applied some on the roots with a brush and quickly massaged in all over emulsified with some water on the ends. At 6 minutes it was looking light so I stopped and washed my hair with purple shampoo, regular shampoo, and a mask for 5 minutes, blow dried and am quite pleased. If you have blond hair and just want to lighten a level or two, do not let it stay too long! If I were to do it again, I would do it for 4 minutes. No bad smell, no irritation.