Cool Blonde Base Set

Total Bleach + White Toner

(793)

The original bleach & tone routine for bright blonde hair.

Our original bleach kit, made with the same formulation trusted by Alex Brownsell and her team of bleaching experts for over 15 years! Lifts and lightens hair, pulling out natural colour pigments quickly and evenly for a perfect blonde base.

Then banish yellow from your freshly bleached blonde with our classic White Toner, a firm favourite for DIY home bleachers and professionals everywhere.

Professional standard ultra-powerful lightening.
Lightens hair up to 7 levels
Conditioning toning gloss

Total Bleach Kit

Our original Bleach Kit - 30 VOL | 9% Developing Lotion - Suitable for all hair types

White Toner Kit

Semi-permanent toner for an icy platinum finish.

What it does

Two steps to cool blonde hair at home. Lighten virgin locks with Total Bleach, then add White Toner to neutralise brassy yellow shades and create a cool finish or base for adding colour. Has the temperature dropped?

Base

Result

Base

Result

What You Get

Silver Shampoo

Contains a sachet of silver shampoo for help toning

Reincarnation Mask Double Serve!

To strengthen, hydrate and nourish

Vegan and PETA-approved

Total Bleach Kit

2 x sachet of bleaching powder 25g 1 x bottle of developing lotion (30 vol | 9 %) 1 x sachet of our bond-restoring Reincarnation Mask 15ml 1 x pair of plastic gloves

White Toner Kit

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

Total Bleach Kit

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.

White Toner Kit

Total Bleach Kit

BLEACHING POWDER ingredients: Potassium Persulfate, Sodium Metasilicate, Ammonium Persulfate, Magnesium Carbonate Hydroxide, Sodium Stearate, Cyamopsis Tetragonoloba (Guar) Gum, Paraffinum Liquidum (Mineral Oil), Tetrasodium EDTA, Sodium Lauryl Sulfate.

DEVELOPING LOTION (30vol | 9%) ingredients: Aqua (Water), Hydrogen Peroxide, Cetearyl Alcohol, Sodium Laureth Sulfate, Propylene Glycol, Dimethicone, Oxyquinoline Sulfate, Pentasodium Pentetate, Phosphoric Acid, Etidronic Cid, Tetrasodium EDTA.

REINCARNATION MASK ingredients: Aqua (water), Cetearyl Alcohol, Behentrimonium Chloride, Glycerin, Octyldodecanol, Cetrimonium Chloride, Amodimethicone, Isopropyl Alcohol, 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/Iron Ferment, Saccharomyces/Zinc Ferment, Saccharomyces/Copper Ferment, Saccharomyces/Silicon Ferment, Benzyl Salicylate, Coumarin, Linalool.

White Toner Kit

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.

Products You'll Love

Reviews

4.2

Average score from a total of 793 reviews of all products in this set

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May 15, 2026

Bleach kit.

First time bleaching at home myself and this kit was so easy and did a very good job. I used blue tick before and re bought plenty times. I did my money pieces and peekaboo. Two kits of bleach were enough for that.

Waseemah U.

Hair Type: Curly Natural Hair Color: Dark brown

April 8, 2026

Great

Works a treat

Maxine M.

Hair Type: Coily Natural Hair Color: Dark brown

February 12, 2026

Great quality

Ive used a few different bleaches before but this is by far my favourite

Amber S.

Hair Type: Straight Natural Hair Color: Dark brown