Bleach London is bringing its line of hair bleach and colorants to the United States with a debut retail launch at Walmart, which has been undergoing a beauty reanaissance.
The brand released the Total Bleach Kit for Platinum Blonde Hair and a wide collection of toner kits, colors and accessories to use with the bleached blonde hair. The toners can be combined with the brand’s Super Cool Colors to transform bleached blonde hair into a variety of shades and finishes.
All kits come with Bleach London’s Reincarnation Mask and Developing Lotion. The brand’s debut Walmart launch also includes the Maintain toning shampoo and conditioner, Hair Elixir and The Eco-conut Toolkit.
The first step in Bleach London’s bleach and coloring routine is the Bleach Kit, followed by toning and adding any additional colors, finishes and shades. The brand’s toning shampoos and conditioners help maintain color and the Reincarnation Mask, Hair Elixir and Eco-Conout Tool Kit provide long-term care and styling options to the newly colored hair.
The Bleach London Total Bleach Kit for Platinum Blonde Hair is intended to remove natural pigments from hair to provide a bright, bleached blond base for any tone and color. It is formulated for use on unbleached hair, dark blonde to dark brown hair and for root regrowth. It is said to lift hair up to seven levels in one sitting depending on natural hair color and thickness.
Bleach London recommends one kit for short, cropped hair and roots up to one inch and two kits for long hair and roots. The brand recommends three kits for very long, thick hair. It is suggested to always perform a strand test and review all instructions before use.
The Bleach London Total Bleach Kit for Platinum Blonde Hair comes with plastic gloves, bleaching powder, Developing Lotion and the Reincarnation Mask.
Bleach London’s toner kits provide a color-toned finish to bleach blonde hair. All of the toners are vegan, cruelty-free, paraben-free and ammonia-free. The brand suggests following up the toning with one of its Super Cool Colors.
To use toner kit, apply the toner to freshly bleached blonde hair, wait 10 to 20 minutes, rinse, condition and rinse again. Like the Bleach Kit, one toner kit is suitable for short and cropped hair, two kits are suitable for long hair and roots and three kits are recommended for very long and thick hair. Each toner kit comes with plastic gloves, colorant, developing lotion and the Reincarnation Mask.
The Bleach London White Toner Box Kit, Semi-Permanent Hair Dye for Bleached Hair provides a clean, pristine blonde finish or as a base layer for a brighter color on top. Bleach London suggests following up the White Toner Box Kit with its White Heat Super Cool Color.
The Bleach London Lavender Grey Toner Box Kit, Semi-Permanent Dye for Bleached Hair provides a dirty lilac or ashy blonde finish depending on the base. It is also ideal for evening out darker, brassier bleaches. Bleach London suggests combining it with the Super Cool Colors Violet Skies and Smoky Rose.
The Bleach London Pearlescent Toner Box Kit, Semi-Permanent Hair Dye for Bleached Hair provides a soft, pearly pink tone to bleach blonde hair.
The Bleach London Copper Toner Box Kit, Semi-Permanent Hair Dye for Bleached Hair provides a clean 24-copper gold base that fades evenly back to blonde. The brand suggests combining it with a flaming, fiery finish or warm ginger undercoat for a more intense color layered on top.
The Bleach London Champagne Super Toner Kit, Semi-Permanent Hair Dye provides a bright, creamy blonde finish for a champagne-blonde look or as a base for adding color.
Colors and Accessories
Bleach London’s Pastel Super Cool Colors are intended for use on pre-lightened, pale-yellow hair and toned white hair. It is not suitable for unlightened hair that is very yellow or dark. The pastel colors are available in Rose (pastel pink), Pearlescent (pearly pink), White Heat (white with violet base) And Just Like Honey (honey blonde).
The Mid Super Cool Colors are intended for use on prelightened, very-pale yellow hair and toned hair. It is not suitable for unlightened hair that is very yellow or dark. It is available in Proper Copper (deep copper) and Tangerine Dream (orange with red undertone).
The Maintain toning shampoos and conditioners are available in Rose, Pearlescent and Silver. Rose is also available as a toning shampoo bar.
Bleach London’s Hair Elixir is a hair serum formulated with avocado oil to provide a shiny silk finish for all hair types.
The Reincarnation Mask is a hydrating deep treatment mask for all hair types. It is infused with sunflower seed extract and micro wheat proteins to lock in hydration.
The Eco-conut Toolkit is a reusable coconut shell bowl and lone life tint brush for use when mixing and applying bleaches, toners, SCCs and masks.
Full Ingredients Listing:
Bleaching Powder: potassium persulfate, sodium metasilicate, ammonium persulfate, magnesium carbonate hydroxide, sodium stearate, cyamopsis tetragonoloba (guar) gum, paraffinum liquidum (mineral oil), tetrasodium edta, sodium lauryl sulfate
Colorant: 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: 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, 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.