I was very pleasantly surprised at this bleach. Very nice to take the red and orange out of my hair 30 volume for 40 minutes gets it to where I can tone it ..

I mixed this with the same brand's blue bleach powder. It lightened my mid brown hair to mid blonde a bit quicker than I expected, which I found helpful, and I was pleased with the result. The mixture obviously smelled chemical-like but I didn't find it to be that bad, and the fragrance in it smelled like coconut and didn't bother me either. It was easy to rinse out. The only thing I didn't love was that it was thinner in consistency than I expected so it ran a little bit on the outside of the bottle when I poured, but I just wiped it with a tissue, and I'll know for next time. My hair is short so I'm going to get more uses out of the product but when I run out I will definitely be buying it again.

Left the bleach on for almost an hour and my hair barely turned a shade lighter. Don't waste your money on this garbage

I'm a light brunette and have been keeping my hair a brilliant Nordic blonde with these products. No bleach needed. Highly recommend!! The developer and toner do a wonderful job lightening! There's often a slight purple in my right after but it fades with a couple washes. Here's comparison photos of before and after my last root touch up. I had let my roots grow out over an inch..eek. Vol 30 + 11/2 pearl super platinum for my roots. To retone the rest I use a vol 10 and the same toner.

Excellent Product! I have been buying the whole line for over a year to lighten (20, 30 and 40v) and tone (10v) my fine, level 5 (brown) hair and they all work well for what they are designed to do. When mixing the developer with the blue bleach pack (also from Ice Cream/ Inebrya) for lightening, the process is simple and mess-free. I end up with a very even and desirable result after only leaving the product in for 1 hour and my hair is not damaged like from using other products in the past. The bottles also have a printed scale (in ml) on them so you can easily measure out the desired amount like you would with professional products. This Ice Cream 10, 20, 30 and 40 vol developer along with the ice cream blue bleach pack are definitely SDM's hidden gem if you want to go lighter! As long as you know basic hair bleaching/toning principles the results won't disappoint. They only cost $3.99 (developer) and $4.79 (bleach pack) each so for $8.78 before taxes (1 bottle of 30v developer and 1 bleach pack, for example) I can get professional results in about an hour in the comfort of my own home! Never going to use another product as long as these are on the market! Professional results, unbeatable price-without compromising quality! I no longer need to buy expensive products or leave my house whenever I want a brass-free sun-kissed or even platinum look! Definitely recommend 100%