Still $23. Still outperforming. Last year we reduced the price of our lightener from $30 to $23 and lowered our developers by $2 each. The formula didn’t flinch. Because real innovation isn’t about protecting a higher price point. It’s about pushing the industry forward. Danger Jones Powder Lightener delivers: ✔️ 9+ levels of lift ✔️ Built-in bonder ✔️ Seaweed inside to protect the scalp ✔️ Doesn’t swell ✔️ Still $23 USD in North America #dangerjones #liftedbydangerjones