Blondes, whether natural, lightened or highlighted, whose hair has become brassy, dry or porous. KMS lists it for all hair types (texture), but the toning effect is only relevant to blonde or lightened hair.

It is designed for regular at-home use between salon toning appointments, and colorists can also use it at the backbar (25.3 oz / 750 ml).

It isn't the right choice for dark, unlightened hair, or for people who want a color-protecting shampoo without any tint; the standard Color Vitality Shampoo covers that.

Blonde hair drifts warm between appointments, from washing, hard water and everyday exposure. This shampoo tackles that in the shower: violet and blue dyes neutralize yellow and orange tones, and the formula protects against the mineral build-up that dulls light hair. With regular use, KMS says blondes stay cool-toned for longer between toner visits, and the hair stays hydrated without being weighed down.

1. Apply to wet hair and lather.
2. Rinse.
3. Repeat if necessary.
4. Follow with conditioner or treatment, such as the Color Vitality Blonde Conditioner.

Pros

• Tones brassiness while cleansing, so there's no extra step in the routine.
• Protects against hard water minerals that can make blonde look dull and yellow.
• Free of SLS/SLES sulfates, silicones, mineral oils and PEGs.

Cons

• Contains dyes by design; how cool the result looks depends on your starting shade and how porous your hair is, and KMS gives no specific contact time.
• Offers no toning benefit on hair that hasn't been lightened or isn't naturally blonde.
• Sulfate-free in the SLS/SLES sense only; it uses sodium C14-16 olefin sulfonate.
• Contains fragrance.