In solidarity with U.S. hair professionals struggling in the current economy, Danger Jones is lowering the price of its best-selling lightening products, the brand has announced.
"This is a longer-term strategy that will last at least until the end of 2025," says the haircolor company's CEO, David Thurston, in social media posts announcing the price change.
The brand's Premium Powder Lightener with Bonding Complex is now $23 down from $30, and its corresponding cream developers have decreased by $2 each, Thurston says.
There will be no change to the products' existing formulas, Thurston says. The powder bleach, which lifts to 9+ levels, will continue to include the split-end sealer Polycare Split, the protective amino acid Arginine, and a specialized seaweed to reduce scalp irritation.
"I know this decision may sound unorthodox," Thurston says, "but during this challenging time, reducing the price of our lightening products is something that's really going to help the artist community."