For years I have bleached and dyed my hair. Naturally a dark strawberry blonde it is hard for me to remove brassy orange tones from my hair even with a daily purple shampoo and conditioner. My hair will go purple and still have horrible orange tones except of course when I use the Directions White Toner. I had watched reviews on YouTube but I don't believe anything till I see the results myself. I was absolutely awed and in 25 minutes my hair was the whitest I have ever managed to get it and in great condition. I love this product and the only fault I can find is that it is not readily available in mainstream market. Looking forward to trying some of the other colours. My hair is just above my shoulders and I used the whole jar for one application. It's around £5 online in the U.K. so paying $20 in N.Z. is not easy but it's still worth it!