

Bleach without the... bleach? No Bleach Bleach is our high lifting permanent colour kit for a persulfate-free bleach alternative, helping you get a lighter, brighter blonde with less damage and scalp irritation. Great if you have virgin light brown to dark blonde hair and want to avoid using bleach. Our No Bleach Bleach kit comes with everything you need to create a brighter blonde: High lift permanent colour, 40 VOL | 12% developing lotion, easy-to-use instructions and our trusty Reincarnation Mask.
Gentle lightening without bleach
Professional standard
Lightens hair up to 5 levels
For all hair types
No Bleach Bleach is a high lifting permanent colour that can break down natural pigments to lighten hair. Use to lighten medium brown hair to a medium blonde or light brown hair to a light blonde.

Your choice of bleach kit depends on your hair and desired lift and colour. The best way to check the colour your hair will go and how it'll feel after using is with a strand test. Check out our bleach, tone and color guides here




1 x tube of colourant 40ml 1 x bottle of developing lotion 80ml (40 vol | 12%) 1 x sachet of Reincarnation Mask 15ml 1 x pairs of plastic gloves
One kit covers root regrowth and very short hair up to 2.5cm (1 inch) long. If your hair's long, thick or it's your first time bleaching, you'll need at least two kits.
COLOURANT ingredients: Aqua (Water), Cetyl Alcohol, Propylene Glycol, Cetearyl Alcohol, Ammonia, Cocamide MEA, Ceteth-2, Ascorbic Acid, Dimethicone, EDTA, Sodium Hydrosulfite, Sodium Metabisulfite. Contains Ammonia.
DEVELOPING LOTION (40 vol | 12%) ingredients: Aqua (Water), Hydrogen Peroxide, Cetearyl Alcohol, Sodium Laureth Sulfate, Propylene Glycol, Dimethicone, Oxyquinoline Sulfate, Pentasodium Pentetate, Phosphoric Acid, Etidronic Acid, Tetrasodium EDTA.
REINCARNATION MASK ingredients: Aqua (Water), Cetearyl Alcohol, Behentrimonium Chloride, Glycerin, Octyldodecanol, Cetrimonium Chloride, Amodimethicone, lsopropyl Alcohol, Sodium Benzoate, Lactic Acid, Dipropylene Glycol, Parfum (Fragrance), Hydrolyzed Wheat Protein, Hydrolyzed Vegetable Protein PG·Propyl Silanetriol, Lauryl Pyrrolidone, Trideceth-12, Propylene Glycol, Phenoxyethanol, Polyamide-2, Benzoic Acid, Saccharomyces/Magnesium Ferment, Helianthus Annuus (Sunflower) Seed Extract, Potassium Sorbate, Saccharomyces/lron Ferment, Saccharomyces/Zinc Ferment, Saccharomyces/Copper Ferment, Saccharomyces/Silicon Ferment, Benzyl Salicylate, Coumarin, Linalool.

SECTION Divide hair into 4 quarters & secure
MIX Mix up the bleach!
SLICE & APPLY Take thin slices of hair & paint on the bleach
SMOOSH! Coat every strand
DEVELOPMENT TIME Fine and/or curly/coily hair: 20-30 minutes Thick hair: 40-45 minutes
SCRAPE TEST Check the hair has lightened enough with regular scrape tests
RINSE AND CONDITION Rinse thoroughly, shampoo twice and then condition with Reincarnation Mask. NEXT STEP >>> TONE!



March 25, 2026
Work really well on Virgin hair
It work amazing on my vingin hair but on my colored hair light red it didn’t work just lighten a bit
March 8, 2026
easy to use
very useful for dyeing my hair at home
August 30, 2025
tried this on virgin dark
tried this on virgin dark brown hair, it lifted pretty well i gave it 2 goes and got a good caramel blonde tone!
August 14, 2025
Easy reliable works
I love using this on new hair growth. It does a great job gently.
July 15, 2025
Effective
As in colour my hair alot i try ro avoid bleach whenever possible. I was very very impressed with how much this product lightened my hair
AS SEEN ON @BLEACHLONDON

