By far, platinum blond has to be the hair color that’s the easiest to love, but the hardest to maintain. Those who have embraced the icy shade before know just how many products it takes to keep it neither too brassy nor too cool on a daily basis. There’s also hydration and repair to consider, since the amount of bleaching it requires results in strands that will inevitably be more dry and brittle than their original state.

Still, based on Instagram alone, it looks like the high-maintenance hue isn’t going anywhere—and that’s most certainly the case for these 15 women, all of whom have platinum hair so gorgeous, we had to get their secrets. If you’re planning to commit to platinum blond color, consider their advice a cheat sheet to ensuring a long and happy life together. Below, all of the best products for maintaining that blindingly bright hair (prepare for many mentions of Olaplex, purple shampoo, and Bumble and Bumble’s iconic hair oil).

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