Articles > WWYD- What Would You Do? > What Would You Do: How To Price Toning
Last updated: February 18, 2021

What Would You Do: How To Price Toning

close formula

How To Structure Pricing To Include Toners

Gone are the days when a toner was needed to “fix” a blonding service. And let’s face it—ash and icy tones will ALWAYS be a top request for blondes. So what happens when a client questions the cost of this needed service? This is exactly the situation one stylist found herself in and she reached out to the BTC Community for help. Below, we rounded up some serious pricing advice for how, when and why you should always charge for toning.


Keep scrolling to read their responses and if you need some advice DM us on Facebook and Instagram!


I hate having to explain the reason for toner and the added price with my clients! Anyone else? Should I just ‘include’ the toner cost since I almost always do it? I have several blonde clients that get mad or upset because I even have to apply a toner. I believe they think that I didn’t do a good job with the lightener and that’s the reason for the toner. I try explaining to them that if they want a cool/ashy result, then I need to tone it. I don’t know what wording to use in my consultation to let them know why I need to apply a toner. I don’t know if they think I’m not doing a good job or if they are upset about the ‘upcharge’?”



Takeaway Tips From The BTC Team

“Yessss! I hated running into this issue, so I included my melt and gloss service into my highlight price. Every client receives this service, it’s not optional 🙃. I find for me it also really helps to keep pricing consistent from appointment to appointment. Your client will know what to expect!” – @paintedbyashleymarie


“This is why I charge hourly because sometimes a glaze isn’t just a glaze anymore, it’s color-melting, blending into the ends, applying a whole different glaze for the front of the hair versus the back of the hair etc. So, sometimes a glaze can take 10 minutes and others can take 45 minutes and we definitely want to charge for our time. But you definitely need to charge for that because color is color and you don’t want to waste that. Sometimes we get stuck in our ways and might feel bad charging our long-term clients extra from what they were used to paying. But—especially at the beginning of the year—it’s good to implement new rules and expectations for every client across the board!” – @jessicascotthair 



How you decide to structure your price list is totally up to you, but don’t sell yourself short! Below, members of The BTC Community shared these suggestions for how to create a complete price list.


Increase Pricing To Include A Toning Service

“Increase the overall price in order to include toner. If they don’t need a tone, apply a longer, deep condition to keep the value comparable.” – Caroline Elena Harness


“I include it in my pricing. For new clients that have never had toner or maybe a bad experience, I explain that it  balances the pH of colored hair, adds shine and closes the cuticle of the hair shaft.” –


“Yes, raise your prices and include it. It’s great to be transparent with your clients but I don’t believe they need to know why you’re doing every single thing to their hair. You’re the professional and they are coming to you and trusting that you know what you’re doing” – @hairbyreema



Charge Separately As An Add-On Service 

“I charge it separately since most of the time I have to do a root shadow for better blending and then another formula for the rest of the hair. I use Redken Shades EQ and Alfaparf Milano Color Wear. They are really good and not cheap products! In your consultation explain a bit about the process and why you are upcharging! Time + good glazes = quality job! Also I don’t like to call them ‘toners,’ it sounds quite too simple, call them by what they really are, glazes and/or glosses and explain their purposes. ❤️ Hope this helps!” – @luiscarlos.artistry


“No, explain and educate your clients on everything you do and explain to them the importance of a toner. That way you can book them a tone and treat appointments between major chemical services. It takes 10 seconds to explain and can add thousands of dollars to your bottom line every year.” – @shawnaarielhair


“When giving clients a price, I give them a price range and warn them it might be more. I don’t mention the toner costing more, I just apply the toner if I need to and then add it in since I never gave them a set cost. Toners are just part of the process and that’s what they pay for.” – Julie Schroeder 


Educate Your Clients On Why This Service Is Important 

“I factor in the cost and explain that it’s included. I also never call it a ‘toner’ because clients get spooked. I say, ‘We are refining the lightening service and sealing down the cuticle for shine.’ So I rarely skip a refining service, this just makes more sense. It also helps with booking! No more uh oh, there’s not enough time because the client didn’t know to book the add-on service. Plus, if you DO have that client with the magical lift that DOESN’T need refining… you might be able to pee that day!” 😅😜😘 – 


“A client can request a service and a desired end result. But, unless they can actually do the service themselves, they CANNOT dictate how said service is executed.” – @pati.rodrigz 


“Explain a toner doesn’t just neutralize, it also enhances their color. It’s like the final polish to a color service. To send someone out without one is like leaving your work unfinished. So I personally include it in the price as it’s not up for negotiation.” – @hairbykailag


“I show my clients the Wella Professionals Shade Chart because it has a natural undertone section. I explain that this is what they will look like without a toner and that the lightener just lifts the hair to the desired lightness and the toner gives them the color they want to be. So I would include the cost of the toner in the service.” – Natalie Cramp 


“I never call it a toner because of the infamous rumor that was spread back in the day that toners ‘fix’ the blonde 🙄. Instead I re-educate my clients with the word ‘glaze’, it’s more appealing and in my opinion, sounds better and professional. Explain to your blondes like this: ‘You see a tree and the outer layer is the bark. When you tap into the tree, the inner color is exposed. Now some may like that color of wood and will leave it like that. BUT!!! If you’re looking to match your furniture what do you do? Stain it of course to achieve the hue you want.’ Ps. I charge for my glazes. It’s extra product and time. Or raise your highlighting services and include the glaze service. If you don’t, you cut into your profits. Taxes, cost of products, rent utilities, fuel, etc goes up every year, so should your pricing. Remember, YOU ARE WORTHY! 😘”  – @reddd1972


“Show them their color without a toner and say ‘ThAtS WHy YoU nEeD a ToNeR’ 😂” – @hairstaylin


Check Out Our Instagram and Facebook For More Pricing Advice!


How To Avoid Brassy Roots When Breaking The Base!