I JUST used this bleach for the first time today. I bought it due to it being the most affordable, it claiming to lighten up to 5x and it has no ammonia in it. Firstly, it didn't smell bad. It didn't burn the heck out of my eyes and nostrils like all the other bleaches I have used. It went on easily and didn't burn whatsoever. When I washed it out, it didn't lift 5 times the colour, it did bleach my roots, but not 5x. The nice thing though is that my hair doesn't look or feel damaged at all. I am impressed that it lifted anything without some stinky ammonia.