Clairol Professional – Pure White Soy Complex Crème Developer

Pure White Soy Complex 40 Gentle Maximum now with added conditioners.Stabilized Formula.Guarantees Freshness for 3 Years.Pure White mixes with any Clairol Professional haircolor into a creamy consistency. 40 Volume Maximum Lift is ideal for achieving the lightest results in a single process application. Not recommended for bowl and brush or applicator bottle.

Key features

  • This leading professional developer has a creamy consistency.
  • Is perfect for use with bowl and brush or applicator bottle.
  • Available in 4 strengths.

Honest reviews


White as snow!!

I never ever no matter how hard I tried got the color I finally got. I am a natural dark brunette. I have had so many colors but never blonde (TRUE BLONDE) I bleached my whole head for two hours. and then the next day actually next evening bleached again staying away from my white snowy roots and now I have a beautiful rich white platinum blonde. Still will get again to get a richer deeper blonde. Im not at my set color yet but that takes time gradually and this stuff I will use!!!

Erna Whitehorse, SD


its so hard to find a big bottle of 40v in stores & I’m not a hairdresser. this made my bleaching so much more quick & easy! no more sally’s for me.

Sophie Pullman, WV

Black to Blonde

I’ve got dark black Asian hair. I bleached using this twice. It turned light blonde. It does what it says it will. My hair usually turns into spaghetti when using other brands, but this was okay, my hair was manageable. It is a cream so you won’t have dripping problems which is a plus. I also think for this price and volume it’s a great value. I did my whole chest length hair with one bottle.

Leslie Cassville, GA

Great developer.

Great developer. Works good and fast shipping. if you have weak hair I wouldn’t recommended the 40. But if you need a stronger developer this will work great.

Dorothy North Washington, IA


Great to uses with Clairol BW2 powder to get nice blonde streaks where you want them. Lasts a long time too.

Erica Pollock, MO


I used this developer along with my BW2 lightener. It lightens perfectly; and it works! I used this to bleach my extensions, and the effect is great.

Tamera Haven, KS

~Did NOT dry out my hair~

I can only compare this to the Sally Beauty brand of Developer. But this was recommended by a youtube user. After bleaching out my hair with the help of this developer, my hair still felt silky instead of the stiff, straw-like brittle bleached hair I was dreading. I would definitely repurchase and recommend. 😀 Wish I would have known about this sooner, could of saved my hair a lot of grief.

Enid Bally, PA