The direct emulsion contains inert phase and aqueous hydrogen peroxide solution. The inert phase comprises non-oxygenated or non-perfluorinated liquid compound having water-solubility of less than 1% at 25[deg]C. The inert phase is contained in an amount of 20 wt.% with respect to the total weight of the emulsion. Independent claims are included for the following: (1) ready-to-use bleaching composition, which is obtained by mixing the direct emulsion with composition comprising alkaline agent, persalt, direct dye and/or oxidation dye precursor (2) method for bleaching keratin fibers and (3) kit for bleaching keratin fibers.