How your hair will lift can vary a lot depending on the health of your hair prior to applying the bleach and base colour of your hair. For example, virgin hair often lightens faster than processed hair, but the thickness and texture of your hair can be a factor too, so it’s important to closely monitor your hair as it processes. Everyone’s hair is different, so the exact time will vary but you should reach the optimum lift within 15-45 minutes. Do not brush or wash hair right before applying bleach, as it can open up microscopic cuts in the scalp and increase sensitivity and burning during the bleaching process. Always do a strand test first! Always use gloves, cover your clothes, and mix and apply Attitude Ghosted Hair Lightener in a well -ventilated room or area. Avoid allowing the bleach to touch your scalp to minimize any possible irritation. Keep a close eye on your hair as it processes, and wash the bleach out (with lukewarm water and shampoo) as soon as you get to the desired level of lift. Leave the bleach in until all of your hair is about the color of the inside of a banana but do not exceed 45 minutes. Overprocessing may result in permanent damage to the hair. It can also make hair overly porous, so it loses coloor faster. If the bleach is causing any pain, irritation, or redness on your scalp or skin, wash it out immediately. If you are ever feeling uncertain about lightening your hair, we always recommend consulting a professional. If your hair has henna, relaxer, metallic dyes or straightener in it - do not use bleach as this can cause hair to break. Do not use Attitude Ghosted Hair Lightener on an irritated, itchy or dry scalp or on damaged, brittle or bleached hair. Please see the full safety warnings above before the application.

Bleach permanently lightens the colour of the hair by physically removing pigment from where it is applied. Since it is not a dye, bleach will not fade from the hair. Bleaching opens the cuticle of the hair which then allows added pigment to stick more easily - just be cautious to avoid over-processing, which can result in permanent damage to your hair. To go back to your natural color, re-dying the hair to a similar shade or growing the hair out are your only options.

20 VOLUME: Most suitable for treating light, medium or dark blonde hair, or very fine or dry hair.
30 VOLUME: Most suitable for treating darker hair.
40 VOLUME: Most suitable for treating dark hair.

This is a guideline, check hair as soon as the minimum processing time has passed. The strand test gives an indication, but you must check regularly by using a damp paper towel to remove the mixture from a small strand. Check every 5 - 10 minutes to avoid over-processing which can lead to breakage.

Hair Colour development time
Light, medium, dark blonde: 15-30 minutes
Brown hair, dark brown: 30-45 minutes max

No, we don’t recommend bleach for this. Bleach is most effective at removing your natural pigment from hair and does not work as well with the pigments used in Attitude Hair Dye or other kinds of dye, including permanent hair dye. To remove dye from the hair, a colour remover designed for the type of dye you used should be used. If you have henna in your hair bleach can cause your hair to completely break off. If you’re trying to remove a box dye from your hair, make sure to use a colour remover meant for permanent oxidative colours. Using bleach to remove colour from a dye can cause unexpected colour results, as well as possible over-processing. For removing semi-permanent dyes like Attitude Hair Dye, look for colour removers meant for semi-permanent direct dyes!

STRAND TEST
Ensure your hair is dry and tangle-free.
Wear protective gloves.
Mix ½ teaspoon of the Attitude bleach powder with enough Attitude peroxide activator (approx 1 ½ teaspoons) to make a creamy mixture.
Pull a strand of hair from behind your ear to test on.
Thoroughly apply mixture to hair sample, ensuring the test strand does not touch the rest of your hair.
Check strand every 10 minutes wiping off small parts of the mixture over small intervals until you are happy with the colour – see ‘development time’ chart below for approximate timing. If your hair looks red or gold, reapply mixture. Once satisfied, note the time to use as a guide for the full application.
Rinse and wash the test strand thoroughly, discarding any leftover mixture, and thoroughly rinsing and drying the mixing bowl prior to further application.
If you are happy with the results, and your skin is not irritated, you are ready to go with the actual application!

PREPARATION
Wear protective gloves.
Pointing the products away from the face, avoiding inhalation, empty the Attitude powder bleach sachet into a non-metallic bowl.
Add the Attitude peroxide activator and stir until you have a smooth, creamy mixture.
Start the application process immediately, do not wait a long time.

APPLICATION
Ensure your hair is dry and tangle-free (never wash hair prior to bleaching, the oils on the scalp help protect the skin).
Protect the hairline and ears with Vaseline before lightening.
Use the brush and/or gloved fingers to apply evenly to saturate the hair, working towards the roots and avoiding the scalp where possible.

DEVELOPMENT TIME
This is a guideline, check hair as soon as the minimum processing time has passed. The strand test gives an indication, but you must check regularly by using a damp paper towel to remove the mixture from a small strand. Check every 5 - 10 minutes to avoid over-processing which can lead to breakage.

Hair Colour development time
Light, medium, dark blonde: 15-30 minutes
Brown hair, dark brown: 30-45 minutes max

RINSING
Once desired shade is reached, use lukewarm water and shampoo, and rinse thoroughly, away from the eyes. Do not blow dry or use any heating tools and styling products for a few days after bleaching if possible. Your hair is now ready for Attitude hair dye, or for Pure white toner!

Repeated bleaching is not recommended since you’re putting yourself at risk of overprocessing and breakage. If you do bleach again, make sure to wait 3 weeks to give your hair cuticle enough time to heal, close and lay flat again. If you want to achieve a platinum blonde from dark hair, you will most likely need to get to a mid-toned orange color first, then use Attitude Holyplex hair care before you bleach it again. Once you have achieved the level of lightness about the inside of the banana, you can apply Attitude PURE white toner to help get you to the platinum level. This is a long process with many steps, and can’t be rushed if you want to preserve the integrity of your hair! Always consult a professional and do your research before beginning this process.

Yes, you should dye your hair immediately after bleaching when the hair scales are open. Waiting longer could mean the scales closing and the colour "sticking" less.

Our hair dyes contain conditioner so are gentle and hydrating and will keep your hair feeling healthy and strong after bleaching. Following colouring, we recommend the 3 step Holyplex shampoo, mask and finishing spray which have been specially formulated for coloured hair.

No, we do not recommend using Attitude Ghosted Hair Lightener while pregnant.

Yes, you can use Attitude Ghosted Hair Lightener with shampoo for a bleach wash.

Step 1: Shampoo and dry hair thoroughly. Do NOT use conditioner.
Step 2: Use coconut oil (or Vaseline) around hairline and on ears to prevent staining of the skin (optional).
Step 3: Wear protective gloves for application.
Step 4: Apply colour evenly with colour brush. Begin at the root of the hair and work it evenly through to the ends. Start in the neck and work upwards through the head and be sure to completely saturate the hair shaft.
Step 5: Leave colour on for at least 30 minutes or more. Attitude Hair Dye Colous will NOT damage your hair and has added conditioner, so leaving it on for longer will not hurt a thing.
Step 6: Rinse hair, until the water runs clear. To prevent colour bleeding make sure hair is completely dry before sleeping.
Step 7: Do not wash or rinse your hair for 48 hours.

In any case if you have stained your skin, remove the stain using make-up remover or a little rubbing alcohol.

You can definitely dye your natural hair without bleaching or lightening! But you will get different results depending on what level your hair is. If you want the brightest colour, you'll need to be in a blonde range of around level 8 or above for most of our shades. If you have darker hair, the colour will become dark and subtle, which can show up as a colourful tint in sunlight and bright indoor lighting! However, it may be difficult to see in regular indoor lighting and pastel shades most likely won’t show up. We always recommend doing a strand test to see how the colour turns out before applying it all over!

For unbleached hair, we recommend our most pigmented colours like Moody blue, Proud pink, Vampy red, Jealous green, Dramatic purple, and Mystic turquoise. The outcome always depends on your hair health and colour. The darker and healthier your hair, the less bright the colour will be.

It can depend on a few factors such as the colour you are using, the level of your hair, and your personal hair care regimen, but on average the colour typically lasts between 4-8 weeks on bleached hair and about 2-6 weeks on unbleached hair.

Here are some tips to help you with the longevity:
- Shampoo in cold water (as cold as you can stand it)
- Use Attitude Holyplex hair care range
- Invest in dry shampoo (frequent shampooing will fade the colour)
- Stay away from alcohol based styling products, since they are drying and will fade the colour
- Turn down temperature settings on heat styling tools or use them less often (high heat will strip colour)
- Avoid chlorinated water and saltwater particularly, but even freshwater! Wear a swimming cap if you plan to swim, for the best results!
- Add in some leftover colour to your conditioner to keep colour fresher, longer!

Lastly, don't worry too much, we have more colour for you if you don't like cold showers.

An opened pot of Attitude Hair Dye Colour is good in the bottle for up to 12 months after opening, so you’ll have plenty of time to use it all up! And if it’s unopened it should last up to 2 years! Just make sure to store it in a dark and cool dry place.

Yes! Mixing a small amount of regular pigment in with a UV reactive dye won’t affect the UV reactivity, but the more regular pigment that is added, the more diluted the UV reactive pigment becomes until the effect fades out entirely. So to preserve as much UV reactivity as possible, you will want to limit the amount of regular pigment you mix in to just a few drops!

In general, yes! Attitude Hair Dyes are 100% vegan, contain no animal by-products or any of the harsh chemicals often found in permanent dyes such as peroxide, ammonia, ethyl alcohol and PPD. They are very gentle and safe; of course, if you are concerned, we’d always recommend consulting your pediatrician first, especially if your child has a history of allergies or skin sensitivities. And always perform a patch skin test to make sure your child doesn't have any adverse reaction to the colour.

Generally, yes! It can be hard to say for sure since unbleached hair can vary a lot in how well it takes colour, but if you stick with darker and more highly pigmented colours you should get at least a tint of colour to gray hair! If your hair is more of a dark gray, the colour might turn out a few shades darker and more subtle than it would look on lighter shades of hair, and unbleached hair does tend to lose colour faster as well.

In general, yes! Attitude Hair Dye colours are 100% vegan, contain no animal by-products or any of the harsh chemicals often found in permanent dyes such as peroxide, ammonia, ethyl alcohol or PPD. They are very gentle and safe; of course, your doctor knows best, so we always recommend consulting with them about using Attitude Hair Dye during pregnancy if you are concerned.

We love to colour and style our hair, but all that bleaching, dyeing, blow-drying and heat-styling wreaks havoc! Holyplex is a 3-step hair care range which has been specially formulated to protect and heal your damaged locks. Hair salon treatments you can apply at home, to give your hair the tender loving care it deserves.

• The ultimate protection against the effects of chemical treatments.
• Enriched with vegetable protein.
• Hydrates, repairs and protects dry and damaged hair.
• Prevents hair from breaking.
• Visible results straight away.
• Vegan, cruelty-free and locally produced in the Netherlands.

Holyplex No.1 – PURIFY – Cleansing shampoo
This pH neutral shampoo cleanses, repairs and hydrates the hair, making it softer and shinier. It has a rich and creamy texture and is mild for damaged hair. Enriched with a high concentration of plant-based hydrolyzed protein.

Apply shampoo only onto the scalp, and let it clean the rest of the hair when you rinse it out.

Holyplex No.2 – GLORIFY – Conditioning mask
This conditioning mask nourishes damaged hair and makes it soft and smooth. It has a lightweight texture that is easy to apply from root to tip, which will leave your hair looking and feeling healthier and stronger. Enriched with a high concentration of plant-based hydrolyzed protein.

Spread the mask evenly on the ends of your hair. Don’t apply the mask to your scalp.
Run your fingers or a wide-tooth comb through the ends of your hair to work in the mask.
Let it stay on your hair for a maximum of 10 minutes and rinse it out.

Holyplex No.3 – SANCTIFY – Finishing spray
This hydrating spray closes the hair cuticles sealing both care and colour. Enriched with a highly concentrated vegetable protein whichs smoothes damaged hair right down to the tips, ready to be styled.

Simply spray the product 30cm away from your towel-dried hair from ends to roots, avoiding your scalp. Blow dry or air dry your hair and style as usual.

YES! Add some dye to your Holyplex No.2 – GLORIFY – Conditioning mask! When done regularly, you’ll keep your colour vibrant longer since you’re adding a bit of pigment every time you condition.