

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
Bleached your hair? Next step, toner! White Toner is a oxidative, semi-permanent colour that can penetrate the hair's shaft depositing blue-based pigments into bleached hair to neutralise brassy yellows for a cool, ash finish. Works best on pale yellow bleached blonde hair. For all hair types!
















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




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
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.

SECTION Divide hair into 4 quarters & secure
MIX Mix up the Toner!
SLICE & APPLY Take thin slices of hair & paint on the toner
SMOOSH! Coat every strand
DEVELOPMENT TIME Wait 20 mins
RINSE & CONDITION
NEXT STEP >>> COLOUR!



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!

October 31, 2025
Beautiful results every time!
Coolest blonde colour every time! Leaves my hair feeling soft and conditioned too!
October 16, 2025
Whiter than white
Used this on bleached hair and it worked very well
October 16, 2025
Yes!
I hope they never stop making this.
September 8, 2025
Simply white blonde
This product is so amazing at getting your blonde hair to white blonde in one use

AS SEEN ON @BLEACHLONDON

