Ok so my hair when bleached seems to need more time- NOTE This won’t be the case for all of you - i have naturally black hair, so even bleached it doesn’t take the toner immediately- i kept mine in for an hour and a half and wow i am so happy with the shade the lightest strands have taken the lavender and the brassiness has completely gone. Super chuffed - i have FINALLY found something that works for meeeee. Nothing has worked for me up until this product otherwise i had to go to my lovely salon. With times being hard atm - this is a Fantastic alternative