White Toner

For a cool platinum finish
(300)
White Toner Kitimage
Champagne Super Toner Kitimage
Pearlescent Toner Kitimage
Copper Toner Kitimage
Lavender Grey Toner Kitimage
Fade To Grey Toner Kitimage

Banish yellow from your blonde with our classic White Toner. Developed by Alex Brownsell and used in our salons for over fifteen years, it's become a firm favourite for DIY home bleachers and professionals everywhere. The powerful but gentle formula turns even the brassiest bleach a cool ashy blonde, with an added shine complex your hair will love! It's versatile, easy to use, ammonia-free and completely safe for your hair!

  • Conditioning toning gloss

  • Tone: Blue ash

  • Ammonia-free

  • For use on bleached hair

What it does
Base
Result
Base
Result

Your choice of toner depends on your hairs lightness and desired shade. 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 colour guides here

What You Get
 
What's in the box

1 x tube of colourant 40ml 1 x bottle of developing lotion 80ml 1 x sachet of Reincarnation Mask 15ml 1 x pair of plastic gloves

Ingredients

COLOURANT ingredients: Aqua (Water), Cetyl Alcohol, Propylene Glycol, Cetearyl Alcohol, Ceteareth-25, Cocamide MEA, Ceteth-2, Ethanolamine, Argania Spinosa Kernel Oil, Aloe Barbadensis Leaf Juice, Dimethicone, Ascorbic Acid, EDTA, Sodium Hydrosulfite, Sodium Metabisulfite, Toluene-2,5-Diamine Sulfate, m-Aminophenol, 2,4-Diaminophenoxyethanol HCl, Resorcinol, 2-Methylresorcinol, Parfum (Fragrance), Linalool, Limonene. Contains: Resorcinol | Phenylenediamines (Toluenediamines).

DEVELOPING LOTION (7vol / 2.1%) ingredients: Aqua (Water), Cetearyl Alcohol, Hydrogen Peroxide, Sodium Laureth Sulfate, Propylene Glycol, Dimethicone, Pentasodium Pentetate, Tetrasodium EDTA. Contains: Hydrogen Peroxide.

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.

How to use it
  1. SECTION Divide hair into 4 quarters & secure

  2. MIX Mix up the Toner!

  3. SLICE & APPLY Take thin slices of hair & paint on the toner

  4. SMOOSH! Coat every strand

  5. DEVELOPMENT TIME Wait 20 mins

  6. RINSE & CONDITION

NEXT STEP >>> COLOUR!

Reviews
4.0
Average score from 300 reviews
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Page 1 of 40

April 18, 2026

Only white toner I'll ever use!

Best white toner ive ever used! I used to help maintain my silver after bleaching touch ups!

Only white toner I'll ever use! image
Sam G.
Hair Type: Wavy  Natural Hair Color: Blonde

October 31, 2025

Beautiful results every time!

Coolest blonde colour every time! Leaves my hair feeling soft and conditioned too!

Monique L.
Hair Type: Straight  Natural Hair Color: Black

October 16, 2025

Whiter than white

Used this on bleached hair and it worked very well

Faith N.
Hair Type: Wavy  Natural Hair Color: Mid to light brown

October 16, 2025

Yes!

I hope they never stop making this.

Corinna B.
Hair Type: Straight  Natural Hair Color: Mid to light brown

September 8, 2025

Simply white blonde

This product is so amazing at getting your blonde hair to white blonde in one use

Simply white blonde image
Sherrie W.
Hair Type: Wavy  Natural Hair Color: Dark brown
Page 1 of 40
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