I have been using Clairol Professional Soy Pure White 16 oz. Developer for about 6 months and I am going to keep using it every time I buy hair dye online that needs a developer..I used it for highlights. I think this would be fine for anyone that wants to lighten their hair.

I love that it's a soy product because I do have a very strong scalp but I bleach my hair A LOT and the soy plex gives it a soft sheen to it, MUCH LESS damage (I use this 40 volume developer with L'Oreal Quick BlueBl3ach Powder and Wella Toners - 3 total, Wella Color Charm 050 Cooling Violet + Wella Color Charm BP (Blonding Plus Additive - it lifts your hair HIGH) and Wella Color Charm 12A Frosty Ash (I avoid T18 Ash Lady, I use this one instead because you get the ASH aspect and the lift but along with some "Frosty" (which gives it a white snow, almost violet/blue tint) so you don't have much yellow to tone out when you're done using ALL of these together. It took me.a while to find my PERFECT vibe but I use 2:1 ratio, of powder (2) to developer (1), THEN on TOP of that, I add in equal parts of each of the 3 Wella Toners I mentioned above, mix it ALL together (don't do this sloppily BUT once all of the ingredients are TOGETHER (you can measure them out separately first, to avoid adding them all together right away) make sure you mix them right away without spilling (I'll either use a few bowls OR one BIG one, but if you use more than one, DIVIDE ALL INGREDIENTS EQUALLY FIRST(!!!), THEN (ALWAYS do all of this with gloves on!!! Buy ones made for doing hair, THICK ones, but trim and files your nails first so you don't rip the gloves!) & I use actual mini WHISKS (like you use to scramble eggs), and try to be gentle but quick; don't let anything leave the bowl! If it's PASTE-THICK, add more developer and if you're going to add more toner, I usually go with the Wella 050 Cooling Violet. Start with the top back of the head, the top base of your head, do the back FIRST. I have a 360° back mirror so I can watch myself! Do the places closest to your hot scalp last, follow what your SCALP tells you is ABOUT TO BE long enough, RINSE AND WASH OUT ASAP. Use ClairolShimmer Lights purple shampoo and conditioner but bring a mirror in with you because THAT STUFF IS STRONG!!! For a gentler but still effective toning shampoo/conditioner, use the L'Oreal blue shampoo and conditioner (the sulfate free kind, works GREAT and good for porous hair so you don't end up with awkward blue and/or purple spots! I like to play around with those Toners BUT ALSO add in all sorts of different ones (brands, but I always look for (bonus if one Toner has ALL of these things: 1. highest lift blonde 2. Ash 3. Blue/Violet tints/the words icy/frost/snow/WHITE (you get it! Think "COLD") & BESIDES Wella I also LOVE the brand "ion" and their CREME (for Wella, I use liquid toners but...) for "ion" brand, I LOVE to add in, almost on its own, the permanent creme toner called "HL/V" (THAT'S BOTH HIGH LIFT *AND* VIOLET!!!) specifically called "ion COLOR BRILLIANCE PERMANENT CREME HAIR COLOR HL/V, HIGH LIFT COOL BLONDE, BPD FREE, INTENSIVE SHINE" (with: crystallized micropigments, argan & pequi oil, & ionic wheat protein). Like I have 3 liquid toners, I like to mix and match 3 permanent colors cremes from ANY BRAND that grabs me, just gotta have the M out cooling violet/blue, but also high lift white, and some Frosty ash... the mostly violet cooling with HIGHEST lift blonde possible to White and then dome icy ash you'll have an "oooh look at THAT TU R N OUT!" color!!! Don't fry your hair, thiugh; you can always get the yellow/orange tones out but you can't get your hair back!! I love playing with the cremes because I keep omprovinh on my previous best colors. So much FUN!! THE KEY is the Clairol Soy Plex Maximum Lift 40(!!!) VOLUME Developer - for me; it's so SMOOTH that it gives you this beautiful flexibility to play with cremes and liquid toners SAFELY; >f your hair is strong already the SOY PLEX keeps it that way. This is my GO TO Developer. It is SO SILKY it protects your hair WHILE developing its color, too! I RARELY use anything else if I don't have to!!! I'm a professional model and one agency is hair modeling only so I've learned A LOT and this one is SO VERSATILE!!!