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Clairol

Clairol Blonde It Up Permanent Hair Dye, Platinum Blonde Hair Color, 1 Pack

  • Based on 723 reviews
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Availability: In Stock.
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Arrives Wednesday, Sep 16
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Color: Platinum Blonde


Size: 6.6 Fl Oz (Pack of 1)


Features

  • 5X LIGHTER: The most advanced blonding system that lightens hair up to 5 levels
  • BLEACH FREE: A conditioned, soft and glossy finish with no bleach
  • WITH SHIMMER LIGHTS CONDITIONER: Tones down brassiness and helps maintain brightness on lightened hair
  • LESS DAMAGE: Our Patented AminoLift Technology effectively lifts pigment inside the hair, while the AminoGlycine Complex helps protect hair's natural kertain and protein
  • ADVANCED BLONDING SYSTEM: Your blonde's new best friend! Our most advanced blonding system that lightens hair up 5 levels without the side effects of bleaching

Description

Meet Blonde It Up, our most advanced blonding system that lightens hair up to 5 levels with NO BLEACH. What's the secret? Our patented AminoLift Technology lightener effectively lifts pigments inside the hair, while the AminoGlycine Complex helps protect hairs natural keratin and protein, and helps keep its structure intact. The results? Hair up to 5 levels lighter without the side effects of bleaching, with a conditioned, soft and glossy finish. Follow up with the last step Shimmer Lights Conditioner - your blonde's new best friend! Tones down brassiness and helps maintain brightness on lightened hair. Use immediately after lightening for a cool neutral tone or 1-2 weeks later to prevent brassy tones.

Product Dimensions ‏ : ‎ 6.46 x 3.54 x 2.56 inches; 9.12 ounces


Manufacturer ‏ : ‎ Wella


Best Sellers Rank: #33,851 in Beauty & Personal Care (See Top 100 in Beauty & Personal Care) #293 in Hair Color


#293 in Hair Color:


Customer Reviews: 4.3 4.3 out of 5 stars (723)


Color: Platinum Blonde


Container Type: Box


Product Benefits: Permanent hair color lightens up to 5 levels with No Bleach & helps protect hair


Brand Name: Clairol


Item Form: Cream


Hair Type: All


Number of Items: 1


Manufacturer: Wella


Item Highlight: Clairol Blonde It Up Permanent Hair Dye, Platinum Blonde Hair Color, 1 Pack


Item Weight: 9.12 ounces


Material Features: With Shimmer Lights, helps tones down brassiness and maintain brightness on lightened hair.


Material Type Free: Bleach Free


Full Cure Time: 2 weeks


Hair Color Permanence: Permanent


Unit Count: 6.6 Fluid Ounces


Frequently asked questions

If you place your order now, the estimated arrival date for this product is: Wednesday, Sep 16

This item is non-returnable:

Non-returnable. Transportation of this item is subject to hazardous materials regulation

View our full returns policy here.

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Top Amazon Reviews

    • The Platinum Blonde shade is gorgeous
Color: Platinum Blonde Size: 6.6 Fl Oz (Pack of 1)
Clairol Blonde It Up deserves a full 5 out of 5 stars. The Platinum Blonde shade is gorgeous, the no‑bleach formula lifts surprisingly well, and the color stays true. It’s affordable, effective, and perfect for anyone wanting a bold blonde look without the harshness of bleach
Reviewed in the United States on July 30, 2026 by Amber Dennis
    • It works!
Color: Platinum Blonde Size: 6.6 Fl Oz (Pack of 1)
Review Image by Svenia t-b
Review Image by Svenia t-b
Review Image by Svenia t-b
Review Image by Svenia t-b
Review Image by Svenia t-b
Review Image by Svenia t-b
Review Image by Svenia t-b
Review Image by Svenia t-b
Review Image by Svenia t-b
So overall this is a decent product. It didn’t take too long to apply (I rushed it though and ended up with uneven patches lol oops) but it did lighten my hair a lot. I’m naturally a dark blonde but the ends of my hair were bleached a while ago. I tried to mainly apply it on the dark areas and then put some on the ends for a little while before rinsing it. It lightened my dark hair significantly and left the ends with a more platinum look, as they had gotten yellow over time. The damage was minimal but it was there. It’s definitely very drying. Use the conditioner that comes in the box and then put on a good hair oil or leave in conditioner afterwards and you should be good. I didn’t have too much breakage, nothing like I get with bleach. And my hair feels pretty healthy on the second day :) overall would recommend. I’m going to give my hair a rest and then try it again to get the dark spots and see if it will lighten any more. Photos 1&2 are before. All the rest are after, with different lighting Update !! I used it again on the darker hair. When I did it the first time I missed some spots which I’ll show in the pictures. I put the lightener on those spots first just to be sure it would lighten even but honestly I did it really half-a$$ed lol. But it still came out even!! I was amazed honestly. I left it on a little longer this time to make sure it lightened as much as I could and it’s still obviously not platinum but it’s ALOT lighter. I might be able to tone it to something acceptable now. It’s even and it’s still pretty healthy. The ends which had been bleached in the past are damaged but I just trimmed my hair a bit and it’s not too bad. Add a lot of moisturizers and use good conditioner and you’ll be fine :) happy I tried it overall: hope this helps anyone, I know doing your own hair can be a scary endeavor lol ... show more
Reviewed in the United States on February 23, 2025 by Svenia t-b
    • I like the color and my hair doesn’t mind it
Color: Platinum Blonde Size: 6.6 Fl Oz (Pack of 1)
I’m blonde but like to lighten a few times a year. This product has served me well.
Reviewed in the United States on July 25, 2026 by Jennifer Wilson
    • Lights up the hair a little for sure
Color: Platinum Blonde Size: 6.6 Fl Oz (Pack of 1)
Review Image by Amazon user
Review Image by Amazon user
Review Image by Amazon user
Review Image by Amazon user
Review Image by Amazon user
I had dyed my hair already with a red dye so it was a dark auburn. The first 2 pics are before dyeing and the rest is after. If you have thick curly hair like mine, you would need to leave the dye on for a good hour at least. Don't follow the time set on the box or you will see no results. It became a little bit lighter ... show more
Reviewed in the United States on July 7, 2025 by Amazon user
    • Covered gray totally
Color: Platinum Blonde Size: 6.6 Fl Oz (Pack of 1)
Review Image by christi fjeld
I wanted to get rid of the gray hair. I had a lot of gray hair underneath as I had not colored my hair in a few years. I had done some highlighting a couple years ago so that the tops were lighter also because my hair is coming out white and platinum and gray all different colors naturally but I left it on for 60 minutes. I put castor oil on the ends to protect them and it’s still colored them anyway my hair doesn’t feel damaged. It does feel a little bit dry, but it always does when I wash it anyway, I put some oil on the and some argon oil and I use the purple shampoo and the other conditioner that was provided. He did have a strong smell. I wasn’t expecting that, but I’m glad it’s not as strong as regular hair dye or as damaging. ... show more
Reviewed in the United States on July 22, 2026 by christi fjeld
    • Not as platinum as expected
Color: Platinum Blonde Size: 6.6 Fl Oz (Pack of 1)
I was expecting a more platinum blonde result, but it did not lighten my hair enough. The roots were left noticeably yellow, even after following the instructions carefully. The product worked somewhat, but the final color was warmer than expected. It may work better for some hair types, but it did not give me the platinum look I was hoping for. ... show more
Reviewed in the United States on June 23, 2026 by Dailiana
    • Easy At-Home Blonde Hair Color | Salon Quality Results
Color: Platinum Blonde Size: 6.6 Fl Oz (Pack of 1)
I absolutely love this hair color! Everything you need is included in the box, and the bottles are designed for easy mixing. Simply pour the color into the applicator bottle and mix directly inside, which makes the process quick and mess-free. The application was easy, the instructions were simple to follow, and the color went on evenly. I was especially impressed with the finished result—it looks salon quality at a fraction of the cost. If you’re looking for an easy-to-use blonde hair color that delivers beautiful results at home, I highly recommend this product. ... show more
Reviewed in the United States on June 10, 2026 by Tiffany Reviews It
    • Didn't work for me
Color: Platinum Blonde Size: 6.6 Fl Oz (Pack of 1)
I don't know if it's just a "me" problem, but I've tried this product twice and it has not worked. The first time, I wanted it to lift ~3 levels. It did about 1. The second time I tried it, I started with *natural* medium-cool blonde. It didn't lift it, just turned it orange. Maybe my hair just hates the stuff, I don't know 🤷♀️ ... show more
Reviewed in the United States on June 10, 2026 by Meg

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