Soft'n White Ultra Whitening Hair Serum for Brighter, Even-Toned Hair - 30 ml/1.01 oz
A 30 ml serum is a targeted product. This one is sold on brightness, and the mechanism is optical rather than chemical: it smooths the hair so more light comes back off it, which reads as a brighter, more even colour. There is no bleach involved and nothing to mix, so it sits in a routine as a finishing step rather than as a process.
Alongside that it conditions, so the hair feels softer and combs out more easily than it did dry. On dull or brassy-looking lengths the difference shows most. Two or three drops through the ends of dry hair is the whole application, and you can repeat it between washes without building anything up. For a full ingredient list the pack is the reference. Keep it to the lengths and ends, where dullness sits, rather than working it in at the root.
Aqua, Glycerin, Propylene Glycol, Ascorbic Acid (Vitamin C), Niacinamide, Argania Spinosa Kernel Oil (Argan Oil), Simmondsia Chinensis Seed Oil (Jojoba Oil), Hydrolyzed Keratin, Glycyrrhiza Glabra Root Extract (Licorice Root Extract), Panthenol, Tocopheryl Acetate (Vitamin E), Phenoxyethanol, Ethylhexylglycerin, Parfum, Citric Acid
- 24-hour delivery
- Every brand we carry ships within 24 hours, not just the hero lines. Order before 2pm and it leaves the same working day.
- Free over £40
- UK delivery is free on orders over £40. Below that it is a flat rate, shown at checkout before you pay.
- Tracking
- You get a tracking link by email the moment it is picked up.
- 30 days
- Send anything unopened back within 30 days for a full refund. No explanation needed.
- Opened it and it is wrong for your hair?
- Tell us what happened. Curl products are hard to judge from a photo, and we would rather swap it than have you stuck with it.
- We price match
- Find it cheaper somewhere else and we will match the price.
Application tips
Thirty millilitres is not much, so work in a few drops at a time. Warm them between the palms and press through towel-dried hair, mid-lengths and ends first, roots last or not at all.
It also works on dry hair as a finishing step, one drop rubbed thin and smoothed across the surface. Do not layer it, and put a heat protector on first if the irons are coming out.
Results
The surface goes smoother, which is what makes hair look brighter, because a flat cuticle bounces light back instead of scattering it. Dull, uneven lengths pick up gloss.
Hair feels soft rather than coated, and it holds that through the day without a top-up. Frizz sits lower and the ends look tidier under it.
Composition
Full ingredients list
Aqua, Glycerin, Propylene Glycol, Ascorbic Acid (Vitamin C), Niacinamide, Argania Spinosa Kernel Oil (Argan Oil), Simmondsia Chinensis Seed Oil (Jojoba Oil), Hydrolyzed Keratin, Glycyrrhiza Glabra Root Extract (Licorice Root Extract), Panthenol, Tocopheryl Acetate (Vitamin E), Phenoxyethanol, Ethylhexylglycerin, Parfum, Citric Acid
