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Color Brilliance by ion

Bright White Creme Lightener

10.6OZ |  Item SBS-405026

What is it?
This innovative lightening formula should never be called “bleach”. It's incredibly rich and creamy base is formulated with actives that condition, soften, and strengthen the hair during processing. Hydrolyzed keratin, Chamomile flower extract, and sunflower seed oil will lighten all hair types up to 8 levels on or off the scalp.
What makes it special?
  • Infused with Hydrolyzed keratin, Chamomile flower extract, and sunflower seed oil
  • Lightens up to 8 levels


For on Scalp application- Mix 1:1 or 1:2 with 20 volume Ion Sensitive scalp creme developer

For off scalp application- Mix 1:1 or 1:2 with 30 or 40 volume Ion Sensitive Scalp Creme Developer

Can be used for balayage, foil, or all over application.

We're sorry, this product cannot ship to the following locations: AK,  HI

Rated 5 out of 5 by from White Hair Everytime My favorite creme lightener! I get the white hair I'm looking for everytime. Definitely my go to!
Date published: 2021-03-02
Rated 5 out of 5 by from Great lightener I have used many different types of lighteners but this was fantastic. The cream texture was beautiful to work with and the lift is fast and even.
Date published: 2021-03-01
Rated 1 out of 5 by from Basically hair remover please spare yourself I paired this with ion’s 30 volume developer and almost all of my hair fried off after ONE bleach session with this and ion toner and dye. I lost probably 10-12inches of hair and what’s left is above the shoulder length and crazy damaged. The dye didn’t even work either I had to use a different brand to save what’s left of my hair. This thing is basically hair remover because mine was pretty healthy before this but now I have to wait a year to get that length back
Date published: 2021-02-28
Rated 4 out of 5 by from Amazing! Worked perfect for what I was doing!! Only problem is that it dries up and gets grainy after a while, which is a problem especially for my girls with think and/or long hair in which it takes a while to color hair.
Date published: 2021-02-28
Rated 5 out of 5 by from No complaints. good quality, no burns on scalp, leaves my hair bleach white (my natural hair color is black) and ready for toning. I used for about over a year now and I have no complaints. I just hope the product doesn't get discontinued.
Date published: 2021-02-28
Rated 5 out of 5 by from Works Just As Expected Easy to apply and easy to use! I did have to lighten three separate times to get to the level I wanted, but that can be expected when going from black to platinum blonde. Very happy with this product.
Date published: 2021-02-28
Rated 5 out of 5 by from LOVE I’ve loved this product since the first time. Was upset before when I was told it was discontinued but so happy I received it again.
Date published: 2021-02-21
Rated 5 out of 5 by from Bright White Creme Developer Left hair very soft and silky unlike regular lighteners that usually leave my hair feeling very dry and dull looking. Will definitely buy again and again!
Date published: 2021-02-20
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My hair is a reddish brown color from box color, I want to go back blonde. What volume developer should I use and will I need a toner as well? 

Asked by: Staceyo73
Bleaching over box color is v damaging and there's a risk your hair will break or melt off (been there, not fun). Best option is a color remover like ColorFix or ColorOops to get the box dye out of your hair first. When you bleach, test on a section of your hair before doing your whole head. You'll need 20 or 30 vol developer (get both: try 20 first, 30 if that doesn't work) and there's no way to know for sure without testing on a section. Good news: the Ion Creme Lightener has more than enough in the tube for multiple tests and to do all your hair. Good luck! :)
Answered by: IffySushi
Date published: 2021-02-19

Hi, so I bought this at one of your stores and I was just wondering if you could explain to me what the 1:1 and 1:2 in the directions stands for.

Asked by: Ciairaj7
1:1 and 1:2 are the numbers instructing how to mix product with developer. For instance, the 1:1 is basically the way of saying mix 1 part bleach/toner/color with 1 equal amount of developer in measurement. 1:2 would mean mix 1 part bleach/toner/color with double the amount of developer. Be sure to measure your products first to ensure you get the proper mixture. Side note- that’s what those lines in the mixing bowls and bottles are there to help with but I prefer to use a small measuring cup for product before it goes into a mixing bowl. Hope that  answered your question :)
Answered by: TheHighBlondeLife
Date published: 2021-02-08

I have naturally dark blonde hair and want a light baby blonde color. What level developer should i use with this product? Or is there a better product you'd reccomend?

Asked by: Alycat99
If you’re light blonde definitely do not exceed 20 volume. You should be fine with 10 volume, too. 20 will lift you faster but you run a huge risk of damaging your hair. I recommend Ion’s sensitive scalp 10 volume the one that’s recommended in the info here. It’s always worked for me and I’m a level 5 naturally. After lifting grab toner with the color of your choice and also use 10 developer as well. You can leave toners on for longer if you’re ok with it being darker at first but it will extend the life of the tone after washes. Don’t forget to deep condition after lifting! It’s key to keeping your hair as healthy as possible for bleachers. Good luck!
Answered by: TheHighBlondeLife
Date published: 2021-02-08

I’m preparing to touch up my roots again and when I opening the tube (not for the first time) I noticed a clear thin liquid that came out first. Is it still okay to use or does this mean it’s expired and separated? 

Asked by: ZoeD1234
This would not be a sign of expiration. Once opened is when we recommend following the open container symbol and be sure to strand test and patch test prior to each application to ensure safe and desired results!
Answered by: Your ion color expert
Date published: 2020-12-28

This is AMAZING!  But, I still need to remove some of my Red. I did 40 vol, 50 min.  How long until I can repeat on the Red only?

Asked by: KCDoc1959
In the store and online they have this stuff it's red and gold out drops and you can add it to your bleach or to your hair dye and it helps tone down the red that naturally likes to come out and the brassiness of the yellow depending on how much you need they sell it for $0.99 and then the bottle is like $5 and something I have really long hair and I go through a lot of it so I just buy the bottle but yeah it works really good to help tone it down and lots of deep conditioner in between argan oil is really good too Happy New year.
Answered by: madeupperson
Date published: 2020-12-30

Will this product lighten coily curly hair? I bleached my hair once and it straighten my curls was awful!

Asked by: Franerae
I've been bleaching my hair for over 30 years, from light black naturally to blonde like Elsa in frozen. I have naturally curly hair, almost to my waist. I explain this, because here's what many people don't explain! The longer your hair is-natural curls or not, the weight pulls curls out. After bleaching hair, dying it at all, the hair becomes dry. When hair is dry-no more curls! Frizz if you're lucky! I use the blond brilliance developer 25. Higher than recommended, but it's got tons of oils in it. So does this bleach (not really bleach) easier to say that word so we know what we're referring to. if your hair is naturally dark and you don't have any color in it your natural hair doesn't even need a 25 developer your natural hair sucks up so much of the dye of the bleach I mean that it'll remove the color and this stuff is made to do 1 to 8 times color levels that it takes out. after you're all done washing and rinsing your hair and everything else put in a leave-in conditioner spend the money get a good one and I use a grocery plastic bag or a garbage bag and I tie it around my hair and I leave it in overnight and my hair stays nice and soft and healthy and when I go to get it cut every three to six months they don't ever want to cut anything because there's nothing dead and my curls stay intact so I mean that's the best thing I can suggest to somebody losing your curls stinks big time I also just sometimes I use the beyond The zone noodle head kick up your curls curling cream and it keeps my hair from frizzing and it keeps it moisturized and it helps out a little shape without being crunchy.. happy new year!
Answered by: madeupperson
Date published: 2020-12-31

How long do you leave creme lightner in for

Asked by: SandyMadden
That will vary based on your hair color, hair type and if it has been processed before. My hair is very dark and hard to lift. I leave mine on 45 minutes. But AGAIN, it depends on your hair!! 
Answered by: Mabarker63
Date published: 2020-12-21

what's the best developer to use, i want to light it up so i can do brighter red?

Asked by: susieQ83
Depends what you are starting with.
Answered by: AndiUrquiza
Date published: 2020-12-21
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