Update edit: So about halfway through the bottle I've decided that it does in fact lather. But the lather is very gentle. I don't know how to describe it other than this stuff doesn't strip my hair the way Shimmer Lights did.
Added tip: If you REALLY want to get the most out of using this, let it sit on your hair for a few minutes. 1 moment of contact with the hair isn't going to tone much. If your hair seems to have a hard time taking the pigment, use a blow dryer to add some heat. This will open the hair cuticle similar to how developer opens it when using a "real" toner. The heat sort of locks it in. Last but not least, make sure you're applying a generous amount. Keep in mind that the water in your hair is diluting the shampoo...and the shampoo's color.
Blond Brilliance has had some god awful products (I'm not kidding...check out my reviews for their powder lightener and toners...). But this product is a hit! So many have raved and recommended it to me. I know a girl with the most gorgeous white-blonde hair I've ever seen. She told me she does not use a real toner after bleaching and this is what keeps the brass away.
My first thoughts on Blond Brilliance Lathering Toner were, oh god, why isn't it lathering for me? I mean it. This "lathering toner" is like a runny conditioner. I love that though as most of the purple shampoos I've tried are really stripping to my hair. It was as though this actually added moisture back in. The only downside to this is I will have to use a lot more of it to coat all of my hair. A few people have told me they've had the same experience with it not lathering, while others claim it definitely lathers. I don't know what to think of this. I will have to use a real shampoo before using this because it clearly isn't strong enough to remove my silicone hair leave in products.
Now... my second thought focused on the color of the formula. This is a dark violet. I am not a fan of Shimmer Lights as it did very little for me. Blond Brilliance's version is so much stronger and superior. This toned my hair! I was left with very cool-toned, ashy, blonde hair.
In my experience this does not wash right out in the next shower the way others warn you it will. I actually followed up with a harsh shampoo just to see how true those claims were. After shampooing twice with a clarifying shampoo, I could still see the cool tones. I believe I could get away using this once a week.
I love that this doesn't require developer, olaplex, hours of my time, $$$, ect. It's a lot more convenient than a "real" traditional hair toner.
Will this be replacing my Wella toners? I wish. I feel like the Wella toners give me a much more even base. Unfortunately since the Lathering Toner is a contact dye, it "picks and chooses" where to visibly deposit pigment. If I could get my blonde hair to be one dimensional in color and porosity, then I'd ditch the Wella for Blond Brilliance in a heartbeat.
I think most of the people giving this low lippie ratings most likely have hair that is too dark for this product's purpose. You do have to have light blonde hair in order for this to work. Color (meaning the purple pigment in this) can't lift your hair's color. It can only deposit pigment and if your hair is dark blonde/orangey, it's not going to work out for you. NO, this does not mean it didn't do it's job. I have no doubt this "lathering toner" did in fact deposit purple onto your hair... but your hair is just too dark for it to show. Hopefully that makes sense to you all. Make sure your hair is about a level 8 and above to use this. It's a good product, but not a miracle worker.