milk_shake Oxidising Emulsion Developer 40 Vol 12% - 1000ml

Why you'll love it

• A professional 40 Vol (12%) developer, specifically formulated for milk_shake Creative Permanent Colour
• The strongest developer in the standard range, for maximum lift and high-lift colour
• Integrity 41 antioxidant complex helps seal colour for enhanced vibrancy and longevity
• Emollient, protective ingredients help care for the hair during colour application
• An easy-to-mix cream emulsion, in a professional 1L salon size

The high-lift developer for your milk_shake colour service. milk_shake Oxidising Emulsion Developer 40 Vol 12% is a high-performance professional developer formulated to work with milk_shake Creative Permanent Colour for consistent, long-lasting results. At 12% hydrogen peroxide, 40 Vol is the strongest developer in the standard colour range, designed for maximum lift when lightening the hair or making the most significant colour changes. Its cream emulsion formula is easy to mix, apply and control, and it includes milk_shake's Integrity 41 to help seal and protect the colour, in a generous 1L salon size.

What it does for your hair

The developer (oxidant) is what activates permanent colour and, at higher strengths, lifts the natural pigment, so choosing the right volume is essential. At 40 Vol (12%), this is the strongest standard developer, providing the maximum lift available in a standard colour service, typically up to around four levels depending on the base and formula, so it's the right choice for high-lift services, significant base changes, or any application where you need maximum lightening alongside colour deposit. For less dramatic changes, a lower volume (10, 20 or 30 Vol) would be more appropriate. What sets the milk_shake developers apart is that Integrity 41 (the brand's antioxidant-rich sunflower seed extract) is built right into the emulsion, so its colour-sealing and protective benefits are part of the process from the moment you mix, helping seal the colour into the hair for enhanced vibrancy and longevity, even at this strongest strength, while emollient ingredients help care for the hair through the high-lift process.

How to use it

For professional use, with milk_shake Creative Permanent Colour (an allergy alert test at least 48 hours before the colour service is essential). Mix with the colour at the recommended ratio, blending thoroughly before applying, then apply and process according to the milk_shake colour service guidelines. Choose 40 Vol for maximum lift, or a lower volume for less. Use only with milk_shake colour products for the best, most consistent performance.

Who it's for

This one's for professional colourists using the milk_shake Creative Permanent Colour range who need the strongest 40 Vol developer for high-lift colour, significant base changes and maximum lightening. We've been perfecting colour, blow-dries and styling for clients in Codsall for years, and pairing your colour with the correct developer strength is one of the fundamentals of a great, predictable result.

Build your routine

This developer is mixed with milk_shake colour (sold separately). Keep colour looking fresh afterwards with a colour-safe wash from our shampoo collection, explore more colour and care across our hair products, or browse our shop by brand pages for your favourites.

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For professional use. This is a 12% (40 Vol) hydrogen peroxide developer, to be mixed only with milk_shake permanent colour, do not use on its own. Hair colour products can cause allergic reactions: always carry out an allergy alert test at least 48 hours before each colour service. As the strongest standard strength, follow the mixing ratios and processing times exactly. Wear suitable gloves, avoid contact with the eyes and skin, do not use on an irritated or broken scalp, and keep away from heat. Keep out of reach of children.