B+++ Maximum Bleach Blonde offers intense lift. No-ammonia, oil-powered permanent dye for luminous, vibrant results. Achieve your lightest blonde while keeping hair soft and nourished.

Such a bright, stunning colour - I'm often complimented on my hair colour when it's recently been dyed with Olia 7:40. One pack is not enough for my thick hair, even after I've just had it cut to shoulder length, so I always buy two. But at this price, it's still way cheaper than getting a hairdresser to dye it, so I have no complaints about the price at all. The colour is vibrant, the product is easy to use, and it works very quickly. I have not had any issues at all with skin staining - with other brands in the past I've had coloured patches on my neck, face and forehead for a couple of days after dyeing my hair, but that never happens with this brand. The colour lasts a long time - it is permanent, though the vibrancy decreases a tiny bit with each wash. My natural hair colour is 'mouse' but this dye is so permanent, even when it's long-faded you can see the difference between my mousey roots and the dyed lengths. It fades to a soft peachy 'strawberry blonde' which I can live with quite happily.

great hair dye,very easy to use,covered my hair perfect .i bought the black dye.no nasty chemical smell when useing.comes with gloves as well as a colour cream..arrived fast and well packaged thank you

used to dye my brown hair with highlights. had to use two boxes as i could slightly see the highlights still after one box but the colour is as shown. the quality is perfect and hair feels smooth.

I like the product, it was easy to apply. I'm out of practice with hair dyes, having not used a home kit for quite a while, so I was quite impressed that I didn't drip dye everywhere when I applied it. Also, it was fabulous not to have the eye watering ammonia on my head for half an hour. Plus, there was very little skin staining (although I did apply Vaseline to the hot spots on my ears and forehead/hairline. Less positive was that I wasn't aware that I would need two boxes for my mid length and average thickness hair on the first application The results were really patchy along the lengths of my hair with some areas where I'd clearly not applied enough. I had to buy a second box and reapply it. I'd like to think that now I have the "base colour", I wouldn't need to top up my colour with two packs in future, but I don't know about that one until I try it. Also, the resultant colour is a very reddish shade of purple and really quite dark on my mid brown hair. It's taken the shade of my hair to a much darker brown and the purple is not overly noticeable without having full light on it. It kind of just looks a very, very dark brown in dark lighting. I think I expected something a little more vivid on my hair based on the box images. It's a nice colour, don't get me wrong, but it's not very close to expectations and darker than I wanted. I might or might not choose this shade again, but I think the product itself is very good. I really don't know why manufacturers can't make our lives easier and produce a larger product size for first time applications or longer, thicker hair, instead of us needing to buy two boxes to get the results! Anyway, I've bought a different brand with a different purple to try once this colour fades; I don't doubt I'll be less impressed with the ammonia though!

Excellent but darker than expected

Very good colour, easy to use with no stinging. It's quite hard to find a hair colour you feel safe with. Price is ok, they're much the same in this niche. Prompt delivery so no complaints.

Tuis is normally my favourite home dye but disappointed with this colour. This is a lovely colour but it is definitely not permanent, nothing like. It fades with very wash, and after only 2 washes my hair is mainly blond (not my natural colour so it almost like is dye’s blond then red over it🤷🏻‍♀️). The copper dye sticks around on the roots the most, so it does look a bit strange pretty quickly. I used 3 times hoping to build the colour up but it’s not working so I’ll try a different brand.

Great product with good grey coverage