Blonde, bleached, highlighted, gray, or white hair dealing with brassy or yellow tones. Home use as a maintenance step between salon color or toning appointments.

Anyone comfortable with a purple-toning shampoo routine, including wearing gloves during application. Not intended for hair without cool-toned color goals, and not a substitute for professional toning on hair that's gone noticeably orange.

This shampoo is worth reaching for specifically because it's formulated to fix a color problem, not just clean hair: the violet pigment is there to counteract yellow and brassy tones directly, rather than relying on a generic "brightening" claim. Because the toning strength is adjustable through how long the second lather is left on, it works for both light touch-ups on subtly brassy hair and more deliberate correction on hair that's gone noticeably yellow.

• Wear suitable gloves before applying.
• Apply to wet hair, lather, and rinse well.
• Repeat if necessary.
• For maximum toning benefit, leave the second lather on for 3-5 minutes before rinsing.
• Follow with So Silver conditioner.

Pros:

• Purple pigment genuinely counters yellow/brass tones on blonde, gray, and white hair
• Adjustable intensity — a quick rinse for light toning, or a 3-5 minute second lather for stronger correction
• Vegan formula

Cons:

• Gloves are recommended because the dye can stain skin and nails
• Contains sulfates and silicone, which may not suit anyone avoiding those ingredient categories
• Leaving the second lather on longer than recommended can over-deposit and leave a slight violet cast, especially on lighter or white hair