People with color-treated hair in vivid or fast-fading fashion shades (reds, coppers, pastels, and similar high-maintenance tones) who wash frequently and want to slow color loss between salon visits. It's a daily-use consumer shampoo, not a professional-only treatment, and suits any hair type as long as the hair is colour-treated.

What sets this apart from a generic color-safe shampoo is that it's built for the hardest colors to keep — reds, pastels, and other vivid fashion tones that fade fastest under normal sulfate cleansers. Swapping standard sulfates for olefin sulfonate and sarcosinate-based cleansing reduces how aggressively the shampoo strips color pigment with each wash, while the milky, high-foam lather still gives the wash-day feel most people expect rather than a lightweight co-wash.

• Apply to damp hair, lather, and rinse
• Follow with Keep Me Vivid Conditioner
• Can be used daily

Pros:

• Uses olefin sulfonate/sarcosinate cleansers instead of standard SLS/SLES, generally gentler on fragile or color-treated hair
• Produces a genuine high-foam lather despite being sulfate-free, so it doesn't feel thin or under-cleansing
• Mild enough for daily use
• Pearl powder adds visible shine

Cons:

• Best fade-protection results depend on using the full multi-step Keep Me Vivid system (conditioner, leave-in, color-lamination spray) rather than this shampoo alone
• Still contains a sulfonate-type surfactant, so it isn't a zero-surfactant or co-wash style cleanser
• Contains synthetic fragrance and benzyl salicylate, a known fragrance allergen