This is the best hair lightener I have ever used. I have naturally dark brown hair. I used this along with the two activator packets, and a 30 volume developer. I only have to bleach my hair twice (not at the same time) and use a toner to get my hair to a nice even light blonde color. I never have any brassiness when I use this bleach. I also noticed that my hair doesn't get as dry or damaged when I used this. I have even gone platinum blonde with this lightener, and it never comes out looking bad. The only complaint I have is that the smell of this bleach is extremely strong, I always leave the door and window open when I'm using this. DISCLAIMER: even though I've had great results with this product I would always consult a professional if you've never bleached your hair before, as it can go terribly wrong really fast. If you know what you're doing this is a great bleach, If not leave it to the professionals. Effectiveness Lifts my naturally dark hair to a light banana peel color. Which is just what I need to tone it into a gorgeous light or platinum blonde. Ease of Application It's easy to use, just like any other bleach or hair dye. I like that this isn't a powder so you don't have to worry about bleach dust.