Reviewed by Brianne Dubé, founder. Updated September 2026.
Dimension, not just a single tone
Highlights look their best when there is contrast between shades: brighter pieces next to softer ones, and a root that melts into the lengths. Over time that contrast fades and everything settles into one tone. Custom toning brings it back with a plan built for your color. Your stylist uses more than one shade or level and places each where it does the most good.
That is the key difference from a gloss. A gloss uses a single color to correct tone and add shine, which is perfect when the only issue is brassiness or dullness. Custom toning is for hair that needs its depth and dimension rebuilt as well.
It is also a smart bridge between larger services. If your next full lightening appointment is still a while away, custom toning makes your highlights feel new again without more lightener. A blowdry is included, so you see the dimension in finished hair.
Custom toning is offered by Angela, Liza and Yulia, and by founder Brianne Dubé for returning clients.
Why clients book custom toning
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More than one shade
Your stylist can soften a root with one tone and refresh your lengths with another, choosing each shade for its job. The result reads as dimensional color rather than a single wash of tone laid over everything.
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More room between big services
Custom toning is designed to refresh your highlights between larger color appointments. It keeps blonde or dimensional color looking intentional while your next lightening service is still ahead of you, without processing your hair with lightener again.
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Built for your color
No two heads of highlighted hair fade the same way. Your stylist reads where your color has warmed and where it has lost depth, then builds a toning plan for your hair instead of reaching for a standard formula.
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Finished and styled
A blowdry is included, so you see the real result before you leave. Tone is hard to judge on wet hair, and finishing it properly lets you and your stylist check the balance of shades together.
More about custom Toning
What to expect at your appointment
Tell your stylist what bothers you about your color right now: highlights that blend into your base, a flat tone, or a root that feels heavy. Your stylist checks your lightened pieces and your natural color, then decides which shades go where.
The toners are applied, processed and rinsed, and your hair is blown dry so the dimension is easy to see. Unsure whether custom toning or a gloss suits you better? Your stylist will explain the difference before anything is mixed.
Aftercare and maintenance
Toned color softens gradually with washing, so treat it gently. Use a shampoo made for color treated hair, rinse with cooler water, and use heat protection before styling with hot tools. If you are blonde, ask your stylist whether a toning shampoo makes sense for your shade.
Think of custom toning as part of a larger rhythm: lightening when you want brightness and new placement, toning in between to keep dimension. Your stylist can suggest when to book each.
How pricing works
Custom toning is priced as its own service because it uses more than one shade and more detailed placement than a gloss. Longer or denser hair can need additional product, and pricing varies by stylist. See the Service Menu for current pricing, or ask during a complimentary consultation.
See the work
Current color, cuts and finished styles from the team are posted on Instagram @dubenewyork. Dubé New York holds a 5.0 rating from 144 Google reviews.
Frequently asked questions
How is custom toning different from a gloss?
A gloss uses one color to deposit tone or depth. Custom toning uses more than one shade or level, so your stylist can refresh tone and add dimension together. If your only concern is brassiness or dullness, a gloss may be enough.
Will custom toning lighten my hair?
No. Custom toning refreshes the tone and dimension of hair that has already been lightened; it does not lift your hair brighter. If you want more lightness, more highlights, or different placement, you would book a lightening service such as full lightening instead.
When should I book custom toning instead of full lightening?
Book custom toning when your highlights are still placed where you like them but look tired or one note. Book full lightening when you want new brightness or a bigger change. Many clients alternate between the two to keep color fresh.
Is custom toning only for blondes?
It works beautifully on blonde highlights, but any lightened or dimensional color can benefit. Brunettes with lighter pieces through their hair can use it to bring back contrast. Your stylist will tell you if toning is the right refresh for your color.
Do I need a consultation first?
You do not need one, but it helps if you are new to the salon or unsure which color service fits. Complimentary consultations are available in person or by video call, so your stylist can see your hair and recommend the right service.
Ready to book your custom toning?
See the Service Menu for current pricing, choose a hair gloss if one shade will do, or read about full lightening when you want more brightness.