Celebrity hairstylist Jason Collier, who has worked with Victoria Beckham and Sienna Miller, has recommended a new no-bleach hair colour product from Jerome Russell Bblonde that costs £9.99 at Superdrug. The Hi Lift Colour and Gloss is designed to lift colour, tone and gloss hair while helping to blend greys, offering a gentler alternative to traditional bleach.
Research Shows Demand for Hair-Repairing Colour
The recommendation follows research by Jerome Russell Bblonde which found that 77% of women believe hair colour products should also help repair damage. This suggests shoppers increasingly want colour products that care for their hair as well as change its shade.
Collier, who is also a brand educator for Jerome Russell Bblonde, said: "The conversation around hair colour has changed completely. People aren't willing to sacrifice condition for colour anymore, as shoppers have become so much more savvy about ingredients and hair health."
No-Bleach Formula for Gentler Lightening
The Hi Lift Colour and Gloss is suitable for light blonde to medium brown hair and aims to deliver long-lasting colour while being gentler on hair than bleach. Collier added: "Most people don't realise that bleach isn't the only way you can lighten hair, so often avoid it completely. No-bleach colour can lift multiple levels and tone at the same time, which is a gentler approach for your hair. Plus, the results speak for themselves."
One Superdrug shopper shared: "Just wow wow wow. I didn't want to bleach my already bleached hair, which was a brassy yellow-orange mix; I thought a high lift might give me the 1-2 lighter result I was after. I didn't even use the toner included or any other. Absolutely brilliant; I will buy this for touch-ups from now on. So glad I got it. My hair doesn't feel any more damaged than it was before, and this is an unmistakable blonde shade. Very happy."
Mixed Reviews and Other Options
However, a mixed review reads: "Generally, it worked really well, but I didn't like the fact it took 50 mins to process...My roots were a bit more pale yellow than I hoped for. I would use it again and maybe leave it on for 30 mins. Pretty good. I have dyed silver hair."
Other Jerome Russell products have received positive feedback, including the Bblonde Maximum Colour Toner (£9.99, Boots). One person said: "This gave my hair a lovely colour and left it very silky, will definitely use again." Another added: "Love it, always totally tones the warmth out of my hair." A pleased shopper commented: "Love this toner! Bleached my hair down to a very light yellow and used this with the intention of going white blonde rather than silver. I just know from experience that blonde toners don't really work. This one was great! My hair is now pure white with a very slight silver tinge to it."
For those seeking other options, John Frieda's Go Blonder Lightening Spray (£9.99, Boots) is a heat-activated spray that gradually lightens strands while helping to strengthen them. OLAPLEX's Blonde Enhancer Set (£54) combines a toning shampoo and conditioner to neutralise brassiness, with one user saying: "This is such a huge help with my hard water. My hair was always turning red or light brown. Now I can keep my blonde with no worries."
