Clairol Blonde It Up Permanent Hair Dye, Platinum Bronde Hair Color, Pack of 1

I love this lightener!! It is gentle & lifts my blonde so beautifully! My hair is naturally blonde so it’s very fragile & I can’t use bleach. So this is the perfect product! I follow it with the Blonde it Up Toner! And BAM! Gorgeous blonde! No brass!

Gentle, pleasant scented, conditioning haircolor. Lightens quickly but I should note, I still need the toner (additional cost). Once toned I am a very pale blonde shade. My hairdresser calls the shade baby blonde. Saves a fortune at the hairdresser. I get compliments in my hair frequently. Also, to note, no breakage like I had with L’Oreal High Lift 01.

So overall this is a decent product. It didn’t take too long to apply (I rushed it though and ended up with uneven patches lol oops) but it did lighten my hair a lot. I’m naturally a dark blonde but the ends of my hair were bleached a while ago. I tried to mainly apply it on the dark areas and then put some on the ends for a little while before rinsing it. It lightened my dark hair significantly and left the ends with a more platinum look, as they had gotten yellow over time. The damage was minimal but it was there. It’s definitely very drying. Use the conditioner that comes in the box and then put on a good hair oil or leave in conditioner afterwards and you should be good. I didn’t have too much breakage, nothing like I get with bleach. And my hair feels pretty healthy on the second day :) overall would recommend. I’m going to give my hair a rest and then try it again to get the dark spots and see if it will lighten any more.Photos 1&2 are before. All the rest are after, with different lightingUpdate !! I used it again on the darker hair. When I did it the first time I missed some spots which I’ll show in the pictures. I put the lightener on those spots first just to be sure it would lighten even but honestly I did it really half-a$$ed lol. But it still came out even!! I was amazed honestly. I left it on a little longer this time to make sure it lightened as much as I could and it’s still obviously not platinum but it’s ALOT lighter. I might be able to tone it to something acceptable now. It’s even and it’s still pretty healthy. The ends which had been bleached in the past are damaged but I just trimmed my hair a bit and it’s not too bad. Add a lot of moisturizers and use good conditioner and you’ll be fine :) happy I tried it overall: hope this helps anyone, I know doing your own hair can be a scary endeavor lol

It only lightened my already light hair. Didn’t lighten the darker hair at all. It also made the roots really blonde.

I am only giving this review due to the scent. The product is amazing, but even in a vented room the scent is so bad and powerful my daughter and I could barely breathe

I love that it doesn’t contain bleach. I have used bleach for many years and my hair was starting to show damage. Then I used toner with bleach on top of that. It was a long two step process. Blonde It Up is one step and easier on the hair. I love the color. The only thing I don’t care for is that the first time I purchased it I made a mistake and bought the platinum bronde shade thinking it was blonde because who has heard of bronde. I hear that has happened with other buyers too.

I don't write many reviews anymore, but I feel like I need to warn people about this hair color. There is nothing in it to keep hair from turning to complete brass. It will lighten hair just like bleach, brown to red to orange to gold to white. "Platinum Bronde" implies a brown/blonde color with cool (platinum) highlights. There is no way to get that color out of this.I put it on my natural, medium brown roots, hoping it would lighten them to a medium blonde-ish brown to match the rest of my (previously colored) hair. Within the first ten minutes, my roots were pale, brassy yellow, even though the instructions said to leave the color on for 30-60 minutes. Just beyond my roots, my hair was orange. I have a lot of experience with home hair color, 25 years+. I understand the positive reviews for the lighter color, it is meant to stay on till the brassy gold turns to white. This "Bronde" color just does not work like the box advertises.I will need to cover this mess with a whole new color, toner and lots of purple shampoo. I am very disappointed.

I have gone grey/white except for the lower hair above my neck. This helps to even out the color without bleach which is so hard on hair. I am a retired hairdresser. I wish I had this product when I worked in the field.