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Attitude Hair Studio
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Result
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Shade variants
The Studio
Attitude Hair Studio
Before
![Before hair preview]()
Add a before hair photo
Prep
![Prep hair preview]()
Add a prep hair photo
Result
![Result hair preview]()
Add a result hair photo
Shade variants
Attitude Hair Dye – Pure White Toner
Pure White Toner is a semi-permanent toner made to help neutralise warm yellow tones in pre-lightened hair and create a cleaner, cooler blonde base. Use it on level 9–10 light blonde hair for a platinum-looking result or as prep before applying your favourite Attitude colour.
Vegan, cruelty-free and made in the Netherlands.
Description
Pure White Toner is made for pre-lightened hair that needs a cooler, cleaner finish. This semi-permanent toner helps reduce unwanted yellow warmth in light blonde hair and can create a softer platinum-looking result on the right base.
Pure is not a bleach or lightening product. It will not lift dark hair or make unbleached hair white. For visible toning results, your hair needs to be pre-lightened first, ideally to level 9 or 10.
Pure can be used before applying another Attitude Hair Dye shade to create a cleaner base, or on its own for a cool-toned blonde finish.
Best results
For the clearest result, apply Pure White Toner to pre-lightened hair at level 9 or 10.
On pale yellow or very light blonde hair, Pure can help create a cooler platinum-looking result. On darker blonde, orange-toned or uneven hair, the result may be softer, less visible or more uneven.
Always do a strand test before colouring to check how the toner turns out on your own hair.
Why you’ll love it
- Semi-permanent white toner
- Helps neutralise yellow warmth in pre-lightened hair
- Creates a cleaner base before applying bold Attitude shades
- Can be used on its own for a cooler blonde finish
- Lasts up to 4–10 weeks, depending on hair type and aftercare
- Best on level 9–10 pre-lightened hair
- Formulated without peroxide, PPD or ammonia
- Vegan and cruelty-free
- Made in the Netherlands
- DIY friendly with a professional-quality result
How to use
1. Prep
Pre-lighten your hair first with Attitude Ghosted Bleach. Pure works best on very light blonde hair, level 9 or 10.
2. Tone
Apply Pure evenly to clean, dry or towel-dried hair. Make sure the product is fully worked through from roots to ends for an even result.
3. Rinse
Rinse until the water runs mostly clear.
4. Optional colour step
After toning, apply your chosen Attitude Hair Dye shade if you want to create a brighter, cleaner colour result.
5. Care
Keep your colour fresh for longer with colour-friendly aftercare, such as Holyplex Haircare.
Mix & match
Use Pure White Toner before applying bold shades when you want a cleaner, cooler base. This can help colours look brighter and less affected by yellow warmth underneath.
Pure is not a pastel mixer. If you want to soften bold Attitude shades into pastel tones, use Sensitive instead.
Always test your result on a strand first before applying it to your full head.
Good to know
Pure White Toner is a semi-permanent direct dye toner. It does not bleach, lift or lighten the hair.
The final result depends strongly on your starting hair colour, porosity, hair condition and previous treatments. If your hair is too dark, too orange or unevenly lightened, Pure may not create a platinum-looking result.
For the best result, always do a patch test and strand test before colouring. Follow the instructions on the packaging carefully.
Community
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Aqua, Cetearyl Alcohol, Distearoylethyl Hydroxyethylmonium Methosulfate, Ceteareth-20, Citric Acid, Phenoxyethanol, CI 45100, Basic Violet 16, Methylparaben, Ethylparaben, Butylparaben, Propylparaben
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