As someone with very processed hair, I avoid using bleach wherever possible and instead opt to take the long route with blonde dyes. Each application lifts your hair a few shades, so lightening your hair this way does take longer but your hair is likely to be in much better condition at the end of the journey. I've been using L'Oreal Preference in Venice to lift my hair from beige blonde with a shadow root to all over platinum. So far I've done 3 dyes over 2 weeks with Wilson & Knight Pureplex treatments in between. My hair has now reached the very light baby blonde stage with beautifully white ends. You do get some yellowness during the process but you can easily tone this out. Just be prepared for your hair not to be perfect straight away, extreme lightening is best done gently. Alternatively you could pre lighten with bleach and then dye, but this will be very harsh on your hair and you're still likely to have some yellowish tones after if you've previously coloured your hair. Be patient, have purple shampoo and platinum toner on standby and persevere with repeat applications. This is a much kinder way to get to white blonde.
Reviewed on Sun 22 Dec 2019
I am in my mid 30's with normal, light tone skin and blue eyes. My hair is blonde, processed with fine texture.