The Shade: Platinum
This icy hue is the lightest on the blonde spectrum and may take the most work to maintain, but it pops in Instagram photos.
The Tip: "That Swedish white blonde is still one of the hottest trends for blondes this season. I love that iridescent shade as seen on Poppy Delevingne," says Paul Edmunds colorist Jack Howard.
The Technique: If you're going for a cool tone, avoid using the word "ash" or "ashy," notes Suite Caroline owner Lena Ott. "When people emphasize ashiness, what I see is that their colorist is over-toning them and they don't feel blonde enough," she explains. She recommends using "cool blonde" terminology instead.
Howard says the quickest way to determine whether you prefer a warm versus cool tone is to see what kind of jewelry you like. "If you prefer silver then you're going to prefer cool or neutral tones and if you like gold generally you'll prefer warmer tones," he explains.