Softer than cheap name brand sets you can find in stores. Very thick it ends up taking about twice as much developer to be able to use and apply to hair and actually cover it so only 4 stars on cost what you save on a bath of bleach powder you spend become even more responsive to the redundant developer it requires. It's about as mild as the regular bleach you can buy from Sally's Beauty Supply, not as gentle as BlondMe which is specially formulated as the name suggests but fair enough. It's developing pretty quickly, which is nice. I would say it lifts about 5 levels, the less dye already on the hair the more it definitely lifts. Good, better than some. Smells SUPER strong right after mixing. If my choice were so available I would use it, but I would come back to this as my second option. I would use it again
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