Intended for people with grey, white, or silver hair, or cool/ash blonde color, who see yellow or brassy tones creep in between salon visits. Goldwell states it can be used daily, though anyone with a sensitive scalp may prefer using it every second or third wash to avoid over-toning. Used by professionals as a maintenance step and by consumers at home.

The active mechanism here is straightforward: violet pigment cancels out yellow tones on contact, which is why grey, white, and cool blonde hair looks cleaner and cooler right after rinsing. Layered on top of that, Goldwell's FadeStopFormula and MicroPROtec Complex are aimed at slowing how quickly toning and color fade out between washes. It isn't a sulfate-free or natural formula, so the case for using it rests on the toning result rather than on being a gentle, 'clean beauty' shampoo.

Work through wet hair, lather, and rinse thoroughly. Goldwell states it can be used daily; if hair starts to look too cool or ashy, alternate with a regular shampoo instead.

Pros

• Directly targets yellow and brass tones with violet dye, not just marketing language.
• Gentle enough, per Goldwell, for daily use.
• FadeStopFormula is a named, brand-specific technology aimed at slowing color wash-out, not a generic claim.

Cons

• Contains Sodium Laureth Sulfate; this is not a sulfate-free shampoo.
• Violet-toning shampoos can occasionally leave a slight grey or purple cast on very light blonde or white hair if left on too long or used too often.