For icy and platinum blonde, Dubé New York offers double process all over blonde at 120 W 25th St in Chelsea. Every strand is lifted, then toned to the white, silver or pearl shade you picked. Your colorist reads your hair history first and tells you what's realistic in one visit. A free consultation, in person or by video call, is the best place to start.
What does icy platinum take that a regular blonde doesn't?
Two things: enough lift and the right toner. Platinum only reads icy when the hair underneath is pale enough to hold a cool tone. Stop short and the toner sits on top of yellow, which is where brassy, uneven platinum comes from. Lift too hard and the hair can't take it.
That's why platinum is booked as a double process all over blonde. Step one lifts your color evenly from root to tip. Step two decides the character of the blonde: stark white, soft silver or creamy pearl. Your colorist watches every section as it lifts, because the crown, the nape and the ends rarely lift at the same pace.
Expect your colorist to check in often while the lightener works. They'll pull a strand, look at the level, and decide if that section needs more time or is ready to rinse. That attention is what gives you one even shade instead of a bright crown and a golden nape.
Angela brings a lot of bright blonde work to this service. She's known for foil work for bright blondes, and you can read about her on Angela's page.
How do I keep platinum cool between Manhattan appointments?
City life is hard on pale hair. Hot tools, summer sun and a swim at the gym all push tone warmer. A few habits help:
- Wash cool and use products made for lightened hair.
- Purple shampoo, sparingly, when warmth starts to creep in.
- Heat protection before every blowdry or flat iron.
- Book your retouch before the roots form a dark band.
Once your platinum is set, most upkeep moves to a double process retouch, which treats only the new growth. Your lengths aren't lightened again at every visit. Prices for both services are on the Service Menu.
Which station should I use to reach 120 W 25th St?
Take your pick. The F and M stop at 23 St on Sixth Avenue, and the 1 stops at 23 St and 28 St on Seventh Avenue. The C and E use 23 St at Eighth Avenue. The R and W use 23 St at Broadway. If you're coming from Hoboken or Jersey City, the PATH 23rd St station at Sixth Avenue drops you a few minutes' walk from the salon, which sits between Sixth and Seventh.
Can I go platinum if my hair is dark or has old color?
Often, yes, but it may take a plan across more than one visit. Dark hair and old box color lift slower and less evenly than virgin light brown. Hair that was highlighted before changes the plan too, since some pieces may already be pale while the rest isn't. Your colorist will look at your hair, check its condition and give you a straight answer before anything is mixed. When you're ready, book your platinum appointment online at any hour.
