‘My hair looks refreshed and ready for my holiday. The Ice White toner works effectively to neutralise unwanted yellow and brassy tones, leaving my hair looking cooler and brighter’
Beauty buffs with blonde hair, especially when it’s been dyed to be lighter and brighter, know all too well the annoying byproduct that can come in the weeks following their salon appointment: brassy tones and yellowing after a number of washes. While the solution for years has been to reach for the purple shampoo, in a bid to cancel out these yellowish tones, some people have been left with unfortunate results, ending up with violet tinges, flat grey casts or dull build-up.
However, shoppers are lauding praise on a toner that costs less than £10 and has been backed by Key Opinion Leader for Jerome Russell Bblonde and celebrity hairstylist Jason Collier, who has previously tended to the locks of Victoria Beckham and Sienna Miller.
The product in question in the Jerome Russell Bblonde Brighten & Repair Toner, which is currently on sale for £7.69 at Superdrug from £8.69 for its Ice White shade and works by brightening blonde hues, eliminating dull brassiness by neutralising yellow and orange tones while repairing the hair.
Speaking about why he favours toners over purple shampoo and similar products, Jason explains: “Purple products can help counteract obvious yellow tones, but they often just sit on the surface of the hair. If they’re overused, they can leave the blonde looking dull or slightly lilac. What most people want is clarity and a clean, refined blonde that looks intentional, not masked.”
The semi-permanent Jerome Russell Bblonde Brighten & Repair Toner, instead of ‘flooding the hair with heavy purple pigment’, aims to refine the hair’s tone. Tackling pale yellow and orange hues, its nourishing ammonia free formula, which contains the likes of brazil nut and avocado oils. The brand’s JPLEX bond-building treatment mask helps reinforce hair that’s been through bleach and heat, lifting dullness and restoring.
Shop the Jerome Russell Bblonde Brighten & Repair Blonde Toner
£8.69
£7.69
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The Jerome Russell Bblonde Brighten & Repair Blonde Toner is currently on sale at Superdrug.
More than just a toner, the Bblonde Brighten & Repair Toner is developed with a 10 vol activator, which visibly brightens rather than just neutralises.
The toner comes in three blonde shades: Ice White, which sharpens very light blonde for a crisp feel; Vanilla, which softens hues for a ‘creamy, expensive-looking blonde’; and Ash, which is a cooler tone. Although it looks like only the Ice White is currently available at Superdrug. Offering dimension, rather than a violet tinge, the toner leaves hair healthier looking and can last up to 16 washes.
Jason added: “Repeated use of highly pigmented shampoos can contribute to build-up, especially on bleached hair which is already porous. That can make the surface look matte rather than reflective. A gentle toner with conditioning benefits helps refine colour while supporting the hair fibre, which ultimately removes brassy tones and gives you more shine.”
Although for those who’d rather try a purple hair treatment, the Olaplex No. 4P Blonde Enhancer Toning Shampoo (£30, SpaceNK) has been praised by shoppers for ‘calming the brass’ in their hair.
Meanwhile, the Glaze Supergloss Toning Conditioning Hair Gloss Pearl Blonde For Instant Shine at Boots, £16, is ideal for light blonde virgin or bleached hair as it neutralizes yellow, brassy tones for a bright blonde finish. It comes infused with Babassu Oil and Vitamin E and nourishes as it tones.
With these treatments costing over £10, though, the Jr Bblonde Brighten & Repair Toner is an ideal solution for those after a budget friendly boost. And shoppers have been left in awe of the results, with one user sharing a five star review which read: “This is awesome, totally got rid of all yellow tones in my hair, the colour is amazing.”
Another added: “My hair looks refreshed and ready for my holiday. The Ice White toner works effectively to neutralise unwanted yellow and brassy tones, leaving my hair looking cooler and brighter. It is particularly well-suited for pre-lightened or blonde hair, helping to refresh the colour without the need for harsh treatments. I love how it enhances the overall tone while keeping my hair looking healthy and vibrant.”
A third remarked: “I used this to help toner and lightning my hair to save a trip to the hairdresser. It made my hair look and feel soft whilst lightening and brightening it. No more brassy tones.”
Although not everyone was quite as pleased with the results, as one three star reviewer had a mixed experience and said: “I had high hopes of the semi permanent toner fixing my brassiness like a purple shampoo does. I washed and dried my hair and then applied the product as directed and left on for 20 mins. After washing the product out I applied the bond treating mask and left for another 10 mins before rinsing. After drying, my hair felt less frizzy and more manageable, and the colour had lifted to a slightly more ashy tone and appeared brighter, but not as noticeable as I had hoped.” They concluded how they’d stick to purple shampoo, rather than this particular product.
That said, the overall consensus was positive, with many people echoing the praise of this review: “I like how this toner got rid of the yellowness between my highlights procedure. It’s gonna work even better straight after bleaching and highlighting. The shade is really nice, especially for people who love cool blondes.” And while they did state how it was “Quite efficient”, they added: “I definitely recommend buying two boxes for longer and thicker hair.”
The Jr Bblonde Brighten & Repair Toner Ice White is available at Superdrug.
