Clairol Blonde It Up Permanent Hair Dye, Platinum Blonde Hair Color, Pack of 1
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Availability:
In Stock.
Arrives
Mar 26 – Apr 9
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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.
Color: Platinum Blonde
Package Information: Box
Product Benefits: Permanent hair color lightens up to 5 levels with No Bleach & helps protect hair
Brand: Clairol
Item Form: Cream
Package Dimensions : 6.46 x 3.54 x 2.56 inches; 9.14 ounces
Manufacturer : Wella
Best Sellers Rank: #32,012 in Beauty & Personal Care (See Top 100 in Beauty & Personal Care) #294 in Hair Color
#294 in Hair Color:
Customer Reviews: 4.3 4.3 out of 5 stars (738)
Frequently asked questions
If you place your order now, the estimated arrival date for this product is:
Mar 26 – Apr 9
This item is non-returnable:
Non-returnable. Transportation of this item is subject to hazardous materials regulation
View our full returns policy here.
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
Color: Platinum Blonde
Size: 6.6 Fl Oz (Pack of 1)
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
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Reviewed in the United States on February 23, 2025 by Svenia t-b Svenia t-b
Color: Platinum Blonde
Size: 6.6 Fl Oz (Pack of 1)
It is not a bleach product so doesn’t have the lightening power of bleach. My wife needed to leave it on for the whole-time allotment and she used the shimmer lights conditioner. The product worked well for her.
Reviewed in the United States on December 30, 2025 by Dar
Color: Platinum Bronde
Size: 6.6 Fl Oz (Pack of 1)
I bought this hoping for a less damaging lift compared to bleach. I have dark/mediumiush brown hair and I used hydrogen peroxide treatments to lighten my hair before this (made my hair have a auburn/reddish tone in sunlight) I followed all of the instructions - in the first photo my hair is dry and sectioned and in the second is the product with the middle and ends being lightened for maybe 25 minutes before I applied the rest to my roots (kind of took a while to noticeably lighten). In the third photo my hair has the toner conditioner applied which I let sit for maybe 5-10 minutes. The last few few photos are views of my hair from different lighting - I was hoping to go as light as possible but I’ve been wanting to go copper so the orangeness worked out for me. I’ll definitely use the platinum blonde box to go blonde blonde but I’ll let my hair rest and enjoy this beautiful color. My hair is left soft and shiny. It was a horrible familiar bleach smell when it went in my hair but it seemed to go away and smelled kind of like a salon for the most part. It burned on my sensitive parts but it went away after some while and I was able to let it sit for a further 60 minutes on my whole head. My eyebrows were all good and never burned. There was plenty for my whole head and hair and this is definite better alternative to bleach for a gentle lift. There was fall out but no breakage. Good product 👍.
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Reviewed in the United States on January 19, 2024 by Jamie Jamie
Color: Platinum Blonde
Size: 6.6 Fl Oz (Pack of 1)
It works wonderfully! I loved that it actually “bleached” my hair and it wasn’t dry or brittle afterwards.
Reviewed in the United States on December 28, 2025 by Giggles09
Color: Platinum Blonde
Size: 6.6 Fl Oz (Pack of 1)
I have brown hair that is fairly dark. It's natural hair, no box dye. This does NOT work to lift hair dye, it only works on virgin hair. I added pictures of my roots so you can sort of see the contrast of my hair color before using Blonde It Up vs after. It's nowhere near platinum, and there is a lot of yellow/brassy tone, but I just follow up with a demi permanent (NOT SEMIPERMANENT) ash blonde (9NA) with a purple/blue toner additive, and use purple and blue shampoo once a week, and it turns out pretty great. I end up with a "champagne blonde". I've been using it for about 6 months now, every 5 or 6 weeks... no split ends, no breakage, and no dryness. I leave it in for about an hour each time. I compensate for any damage/drying this might do by regularly using conditioning masks, leave in conditioners, bonding products, and batana oil. I always use conditioning masks just before, and just after lightening.
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Reviewed in the United States on November 21, 2025 by Tonya Tonya
Color: Platinum Blonde
Size: 6.6 Fl Oz (Pack of 1)
I followed instructions step by step, i left it on for the initial 10 minutes until my hair started to lighten slightly. it hadn’t lightened in those 10 so i waited 10 more. then it had lightened lightened so i applied to the roots. maybe i should’ve waited longer but the problem is everything under the roots the ends are slightly lighter but the middle sections are still dark ends are lightened but not nearly as much as the roots. i have dark hair so i wasn’t expecting blonde, i was expecting the color i got at the roots all over but instead it didn’t lighten all over. i’m not sure if it was my hair history, color, just user error, or product error. over all i think someone with already honey brown or dirty blonde hair could use this product and get good results but it’s not for the dark haired girls. unless you are willing to go through multiple treatments to achieve the full lift (which i also expected but again didn’t expect the color difference to be this extreme and the drying to be this severe) i died it lighter brown (close to my natural) but the hair is so light im going to have to redo it again. also if your planning to use this product i highly recommend being able to take care of your hair. my hair responds well to lots of product and it’s naturally oily and moisturized but if you have dry hair i would 100% NOT RECOMMEND this product. it is obviously harsh because of its nature. it’s a lightener and im well aware they are harsh, but this one even did a run on my hair and i’ve never had a problem with other lighteners making my hair this dry.
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Reviewed in the United States on May 22, 2025 by izzy
Color: Platinum Blonde
Size: 6.6 Fl Oz (Pack of 1)
Excellent and fast delivery
Reviewed in the United States on January 31, 2026 by Jeff S.
Color: Platinum Blonde
Size: 6.6 Fl Oz (Pack of 1)
Great price for hair color so makes it easy to keep a supply on hand.
Reviewed in the United States on January 21, 2026 by Kim of Oz