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Vegan & PETA-approved
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.
Copper Toner Kit adds light auburn hues for a burnished bronze finish or base for adding colour.
Professional standard ultra-powerful lightening.
Lightens hair up to 7 levels
Conditioning toning gloss
Fiery ginger semi-permanent toner.
Our original Bleach Kit - 30 VOL | 9% Developing Lotion - Suitable for all hair types
Step 1: Bleach - Lift your hair to a blonde base for adding colour.
Step 2: Tone - Neutralise brassiness and add a ginger finish to your hair.


1 x tube of colourant 40ml 1 x bottle of developing lotion 80ml (7.5 vol | 2.25%) 1 x sachet of Reincarnation Mask 15ml 1 x pair of plastic gloves
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
One kit covers root regrowth and short hair. If your hair's long, thick or it's your first time toning, you'll need at least two kits.
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.
Colorant: Aqua (Water), Cetearyl Alcohol, Cocamide MEA, Propoxytetramethyl Piperidinyl Dimethicone, Ethanolamine, Carbomer, Betaine, Phenoxyethanol, Parfum (Fragrance), Caprylyl Glycol, Dipropylene Glycol, PEG-40 Castor Oil, Sodium Cetearyl Sulfate, Disodium Cocoamphodiacetate, 4-Amino-3-Nitrophenol, Mica, CI 77891/Titanium Dioxide, 2-Amino-3-Hydroxypyridine, Glycerin, Hydroxyethyl-2-Nitro-p-Toluidine, 4-Amino-m-Cresol, Bisabolol, 2-Amino-6-Chloro-4-Nitrophenol, Toluene-2,5-Diamine Sulfate, Sodium Chloride, Trisodium HEDTA, Ethylhexylglycerin, Hydrolyzed Rhodophyceae Extract, Boswellia Serrata Gum, Butylene Glycol, 2-Methyl-5-Hydroxyethylaminophenol, Hippophae Rhamnoides Fruit Extract, 2-Methylresorcinol, Resorcinol, Sodium Sulfite, 1-Hydroxyethyl 4,5-Diamino Pyrazole Sulfate, 2,4-Diaminophenoxyethanol HCl, m-Aminophenol, Geraniol, Hexyl Cinnamal, Limonene, Linalool. Developing Lotion SCA: Aqua (Water), Ceteth-2, Hydrogen Peroxide, Steareth-20, Ceteareth-6, Cetearyl Alcohol, Acrylates/Beheneth-25 Methacrylate Copolymer, Tetrasodium Etidronate, Salicylic Acid, Phosphoric Acid, Lauryl Pyrrolidone, EDTA, Sodium Benzoate. Reincarnation Mask: Aqua (Water), Cetearyl Alcohol, Behentrimonium Chloride, Glycerin, Octyldodecanol, Cetrimonium Chloride, Amodimethicone, Isopropyl 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/Iron Ferment, Saccharomyces/Zinc Ferment, Saccharomyces/Copper Ferment, Saccharomyces/Silicon Ferment, Benzyl Salicylate, Coumarin, Linalool.
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.