L'Oreal Paris Feria Advanced Lightening System Permanent Hair Color - Extreme Platinum
$12.99
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$9.99 - $17.99
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4.4 out of 5 stars with 3085 ratings
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Guests are saying
The product has received mixed feedback from guests, with many praising its effectiveness in lightening hair while others experienced unexpected results. Guests appreciated the easy application process and the included purple conditioner that helps combat brassiness. However, some reported issues with achieving the desired platinum shade, often ending up with brassy or orange tones instead. Overall, it offers a convenient option for at-home hair lightening, but results may vary based on hair type and previous treatments.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
3.4 out of 5 stars with 3082 reviews
effectiveness: 3.59 out of 5
quality: 3.55 out of 5
value: 3.47 out of 5
59% would recommend
54 recommendations
1 out of 5 stars
Thumbs down graphic, would not recommend
16 January, 2026Verified purchase
Wouldnt recommend
My hair turned NEON yellow/Green while processing followed by ORANGE roots. Doesnt have the lifting power as if you were to just get it done at a salon or go to sallys. My roots were about a level 7 for reference.
5 out of 5 stars
Thumbs up graphic, would recommend
15 January, 2026
Cutie
I started using this when I was 13 years old, with no help and with no issues. I was born a natural platinum blonde which turned to dark blonde in my teens. I would only use this expecting a great result if you were born a blonde and now want the bleached look. Five stars.
4 out of 5 stars
13 January, 2026
originally posted on lorealparisusa.com
BEST lightened ever!
Ive had my hair bleached for years, I m a retired hairdresser. After bleaching and toning for years, I decided to give my hair a break. Grew out the bleach and decided to try Absolute Platinum. I thought there was no way this was gonna get my hair.As light as it shows on the box. And if it did, it was gonna be very bright.Yellow. Boy, was I wrong. This got my color so perfect. I didn't even need to use antibrasy shampoo These reflexes, this lifted better than cream oil. Bleach with 40 volume developer. I don't know how, but this is the best lightner ever.
5 out of 5 stars
Thumbs up graphic, would recommend
19 December, 2025Verified purchase
(no review title)
lifted well! still needed to tone after but it was nice if you start at a med-light brown
5 out of 5 stars
15 December, 2025
originally posted on lorealparisusa.com
I give it all 5 out of 5 stars.
I loved the color easy to apply didn't damage hair to bad at all and last for a while if use correct care afterwards.
5 out of 5 stars
Thumbs up graphic, would recommend
2 November, 2025Verified purchase
The best!
always gets my hair color exactly where I want it to be when I want a drastic change. It never fails!
1 out of 5 stars
Thumbs down graphic, would not recommend
2 November, 2025Verified purchase
(no review title)
I had to use four boxes to even get my hair done. I've never had to do this. I have very light blonde hair so this should not have happened.
1 reply from L'OrealParisProductExpert team - 2 months ago
Hi Cheryl. We appreciate you reaching out to us about the L'Oréal Paris Feria Advanced Lightening System Permanent Hair Color - Extreme Platinum. We are very sorry to hear about your recent experience. Please know that we value all customer feedback, and your comments will be carefully considered and shared with the relevant teams within L'Oréal Paris.
1 out of 5 stars
24 October, 2025
originally posted on lorealparisusa.com
Not what it used to be to be
Not sure what has happened to this product or brand. This dye use to be my go to for changing up my color because of the lift quality. The past two years of purchasing this and another bleach from Féria has been terrible! The boxes are clearly very old because they will NOT mix! The product is runny with clumps no matter how much it’s mixed. For the record, yes, I can read and follow the instructions correctly. Such a shame because this USE TO work and be wonderful. No I’m. It paid for this review. It’s honest.
1 reply from LeCare team - 2 months ago
Hi Keylee. Thank you for reaching out to L'Oreal regarding the Feria Hyper Platinum Bleach. We are sorry to hear the mixture was runny and also clumpy. We’d like to help! Please call us at 800-631-7358, M-F, 9am-5:30pm, ET and provide us with your case #43364203. Please have the product with you when you call. Looking forward to hearing from you!
5 out of 5 stars
15 September, 2025
originally posted on influenster.com
Efficient!
[This review was collected as part of a promotion.] Definitely the one I would rather use than another store brand bleach or toner! Works nice, easy instructions. Doesn't give off a horrible smell like most toners or bleach do! Gave me the blond I was looking for!
4 out of 5 stars
1 August, 2025
originally posted on influenster.com
Not too bad
[This review was collected as part of a promotion.] Honestly, this bleach system surprised me! It lifted my hair evenly without frying it, and it didn’t have that super harsh smell most bleaches do. My hair still feels soft, and the color came out way brighter than I expected.
5 out of 5 stars
28 May, 2025
originally posted on influenster.com
Works and affordable
[This review was collected as part of a promotion.] Great packaging and comes with mostly everything you need to achieve the perfect platinum color at an affordable price. I recommend using a good toner afterwards for darker hair colors.
5 out of 5 stars
7 April, 2025
originally posted on influenster.com
Better than salon bleach
[This review was collected as part of a promotion.] Great bleach! I have been dying my roots for years so my hair is pretty saturated with color. It cut through my dark hair easily without being too brassy. My hair didn’t feel dry after using like it usually would with salon bleach. The smell wasn’t too harsh either!
5 out of 5 stars
17 March, 2025
originally posted on lorealparisusa.com
Loving the Excellence of Feria Platinum 💖
My hair is down to my waist but I am a true blonde. But now I'm really loving this to cover all my grey now that I'm in my 60's. My daughter has long blonde hair too. And she uses your products too. I use Platinum and she uses Excellence.
1 out of 5 stars
13 March, 2025
originally posted on lorealparisusa.com
Brass, not blonde
I have dark brown hair. I mixed the product according to directions, applied liberally to dry hair, waited the maximum amount of time (60 minutes), rinsed, applied the conditioner that "eliminates brass," waited five more minutes, rinsed thoroughly, and ended up with brassy, light brown hair.
4 out of 5 stars
Thumbs up graphic, would recommend
25 February, 2025Verified purchase
Didn't lighten my dark roots as much as it showed it would
My hair didn’t lighten as much as it showed on the box that it would but at least my dark roots are gone but it left more of an orangey color but it’s not bad enuf that i need to fix it bc i’ll try lighting my hair again when it’s time to color my roots again
3 out of 5 stars
2 February, 2025
originally posted on influenster.com
Ok ish
[This review was collected as part of a promotion.] Not terrible, but not great either. You can see from pics that the color turned out just about what I expected, a bit orange, a lot orange, and not even close to a salon quality hair dye job. Would not try again.
5 out of 5 stars
30 January, 2025
originally posted on lorealparisusa.com
From mousey brown to platinum here I come
Wonderful works fantastic. Love the perfect platinum color
4 out of 5 stars
27 January, 2025
originally posted on influenster.com
Typical bleach kit
[This review was collected as part of a promotion.] Easy to use. Gives a great lift and goes a long way. Doesn't seem to be any different then most bleach but the package gives you everything you need too so that does make it easy.
4 out of 5 stars
15 January, 2025
originally posted on influenster.com
Loreal wow
[This review was collected as part of a promotion.] Smells good. Didn't leave my hair smelling all kinds of funky. Even smooth coverage. Fun and attractive packaging. Well worth the amount of money that I would have paid in the store.
4 out of 5 stars
29 December, 2024
originally posted on influenster.com
Started with black hair
[This review was collected as part of a promotion.] I tested this on a black human hair wig, and the bleach effectively lifted the wig's dark base to a light to medium brown with some brassy undertones. This is impressive given how dark the starting color was. However, the wig did not reach the desired shade in one session. Achieving lighter results would likely require an additional bleaching session.