With the I’M BLONDE collection, CHI Artistic Director Patrick Kalle, Creative Design Director Maurice den Exter and Color Director Richard Jordan sought to redefine the standard definition of blonde.

From blorange to lavender, this inspired collection proves that blondes really do have more fun!

Watch the video below to see how this unique and majestic color combination was created for the collection utilizing a color formulation that can only be created from CHI Creative Color.


Natural Level 7

Formula 1: Mix 1 part CHI Ionic Blondest Blonde Lightener with 1 part CHI Color Generator 20 Volume.

Formula 2: Mix 2 ounces CHI Ionic Shine Shades Liquid Color Clear in the CHI Mixing Bowl together with 5% of the mixture with CHI Ionic Shine Shades Liquid Color 8V and 5% of the mixture with CHI Ionic Shine Shades Liquid Color Violet additive, equal parts with CHI Color Generator 10 Volume.


CHI Keratin Mist is used on the porous pre-lightened areas.

Take diagonal slices and apply the CHI Ionic Blondest Blonde mixture.

Cover the foil with another foil to control the processing of the color

Continue taking diagonal partings and slices by following the curve of the scalp.

At the temple area we make free hand highlights with the comb in vertical strands. Processing time 10 minutes low heat and 20 minutes cool down.

Rinse the highlighted slices with luke warm water.

Shampoo the hair with the CHI Infra Shampoo.

Put 1 part CHI Ionic Shine Shades Clear (60 cc) in the CHI Applicator

Add 6 cc (10%) CHI Ionic Shine Shades Liquid Color 8V. Mix together with the 60 cc CHI Ionic Shine Shades Liquid Color Clear in the CHI applicator and 66 cc CHI Color Generator 10 Volume.

Apply the light lavender mixture from roots to ends.

Process for 15 minutes room temperature.

Apply a few drops of CHI Silk Infusion. Press inbetween the hair cuticle with the CHI Lava Hairstyling Iron. You can use this iron on lower settings to remain the best quality of the hair.

HAIR STYLYST & DIRECTOR – Patrick Kalle, Maurice den Exter and Richard Jordan

PHOTOGRAPHER – Richard Monsieur

MAKE UP ARTIST- Juliette den Oude / Milou Oudenaarde