The product description is clear that the final result depends strongly on the lightness and porosity of your base. On very light blonde, white, or grey hair (essentially level 10 and above), the direct pigments can reflect the delicate pastel pink shown on the packaging. At level 8–9 — typical for many highlighted or bleached blondes — the underlying yellow-gold pigment in the hair mixes with the pink dye, shifting the visible result toward a warm rose, peach, or strawberry-blonde tone rather than a cool pastel pink. This isn't a product failure; it's simple colour theory: pink + yellow = coral/peach.
If you want a truer pastel pink on level 8–9 hair, you have two practical options. First, tone the hair to a neutral or cool level 10 with a purple/violet toner or shampoo before applying Sugar Baby; this removes the yellow that warms the result. Second, accept the warmer outcome — many people actually prefer the soft rose-gold effect on dimensional blonde because it looks more natural and wears off more gracefully. A strand test on a hidden section (behind the ear or at the nape) will show you exactly what to expect on your current base without committing the whole head.