If I'd wanted to bleach out my color, I'd have gotten a splat kit for half the price and half the damage. I got this purely because I thought it was not bleach. When I opened and read the instructions, I saw suddenly it called it bleach. Since I'd already opended it up, I thought, "what's the worst that can happen? I've done worse. " No. The scent was so stront I had to turn vents on in my bathroom nd repeatedly leave the room to cough, and remove my gloves to dry my eyes which burned and teared up. When I rinced it out (maybe 40 minutes? I was worried because of how strong the bleach smell was. I usually would leave real bleach longer, with no issue. ) It was terrible. When I rinsed it, even after deep conditioning, it was so dry and stretchy that it would catch on my own skin as I turned my head and felt squeaky. My hair is the most damaged it has ever been after that one treatment. And to top it off, I now have a random splotch of green, and (I asked my family what they thought and they agreed) it made the pink dye in my hair *brighter,* like I'd re-dyed it. Horrible. Worst experience of my hair-dying life. I'd used the other product in years past for a bad oxidizing dye, and it did not leave my hair like this, and was bleach-free, hence my assumption. And you know, since it's not on the package. Massive waste of time and money. Disgusting.