There’s bleaching gel, and then there’s next generation, unblended Pure Bleach™. Everyone in the world wants to sell you on the idea that their gel is the strongest and most concentrated. But as with most things, the devil’s in the details. We know from our 20 years of experience that the concentration of ingredients isn’t half as important as how your bleaching gel is handled. If your bleach makes contact with certain materials at any point, it’s strength is compromised. If your gel exceeds a specific temperature during transport, it’s compromised. If it’s ever mixed with another batch of gel, it’s compromised. We’re not saying that compromised gel doesn’t maintain some of its effectiveness, because we know people have been getting results with it for years. What we ARE saying, is that most people aren’t getting the consistently impressive results that they’re paying for, and we think you deserve better.