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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: Quebec

Rated 5 out of 5 by from Go to bleach Amazing lift, value & smooth application. I it’s very powerful so alway use with care. 10/10
Date published: 2021-01-20
Rated 5 out of 5 by from BEST LIGHTENER EVER! I have have used multiple different bleach products and this one is BY FAR my favorite! It lightens just as much as powder bleaches but does SO MUCH LESS DAMAGE!! Your hair will thank you!!!
Date published: 2021-01-20
Rated 5 out of 5 by from lifts evenly and does a good job works well, but can be a bit difficult to mix with developer if that matters to you. after some extra work it seems to be okay, just takes time. regardless of this, i would still buy it again, and i do every time i can get my hands on it
Date published: 2021-01-09
Rated 1 out of 5 by from Not my favorite. I don't like it as well as bleach powder and developer. My son is mixed and has course and dark hair. This hardly lifted it.
Date published: 2021-01-04
Rated 1 out of 5 by from Ruined my hair Worse bleach I've ever used!!!! I've been bleaching my own hair for years and sales associate recommended this, sadly I took their advice and right now I'm in tears bc my hair has turned to mush and breaking off all over. It completely fried my entire head up to the root. It's like cotton candy, it will not dry at all. Not to mention my scalp is still on fire. I paired it with a 20 volume developer and it DESTROYED my hair.
Date published: 2020-12-29
Rated 1 out of 5 by from Bleach kit This product was much to strong on my hair. It broke off a lot of my hair. I perfer the Creme oil lightner kit.
Date published: 2020-12-28
Rated 5 out of 5 by from Good Lightener No complaints. Did the job well. Did not leave any damage.
Date published: 2020-12-27
Rated 5 out of 5 by from Great product Great stuff I wish they still had it in stock!! Gets a great light color not brassy.
Date published: 2020-12-23
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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

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
Hi Ciairaj7, Those number represent the ratio of lightener to developer. I believe with this specific lightener, you will not want to go higher than a 20 developer, although 10 is best. (You will see the developers have numbers on them representing how much of a lift you will get.) Because this lightening crème is so intense, going above a 20 developer will cause more damage than necessary in one sitting. You can find the corresponding developer made for this product at Sally's. I took myself from dark brown to white blonde twice in my life- once going as fast as I could, and then once giving my hair breaks to heal. Both cause damage, that's inevitable, but giving my hair breaks in between lightening sessions gave me amazing results. This crème lightener was the last stage of lightening for me, my hair was already pretty blonde by the time I used this. One last note, and they should state this on the bottle as well, but NEVER use metal tools to mix OR measure your coloring mixture. Stick with glass or clean plastic. Hope this helps a bit.
Answered by: Raisinberrycrunch
Date published: 2020-12-21

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

If I have thick dark almost black hair from previously being dyed, what should I use?

Asked by: Lydia524
It depends on how light you would like your hair to be after lightening. You will need to mix this product with developer in order for it to work properly. 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 For professional advice on this product please contact the ion Help Line at 1-800-859-3112. Our hotline is open from 8:00am to 5:00pm CST Monday – Friday.
Answered by: Sally Staffer1
Date published: 2020-10-08

I have naturally dark brown/black stubborn hair so I usually use 30-40 vol developer to touch up my roots tp keep up with my blue hair. Apparently this bleach is strong, should i go down in developer?

Asked by: Bluerat1
I have natural dark hair. I use 20 volume and get lifted pretty well. Ion Bright white lightener is strong. but also very gentle on the hair.
Answered by: Rere rere
Date published: 2020-10-08
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