This shampoo is for people with color-treated, lightened, or blonde hair (including gray hair being toned) who are noticing brassy or yellow undertones between salon visits.

It is not intended as an everyday shampoo for all hair colors — the violet pigment is specifically meant to counteract warmth in light or gray hair, so it isn't the right choice for people without brassiness concerns.

Blonde and lightened hair tends to pick up warmth as color fades between salon appointments, and a purple-pigmented shampoo like this one is the standard way colorists recommend managing that in between visits. The violet tone in the formula sits opposite yellow on the color wheel, so it cancels out brassiness each time it's used, while the low pH is meant to be gentler on the hair's cuticle than a harsher clarifying wash.

It's a targeted maintenance step rather than a full replacement for a color-safe daily shampoo — most people alternate it with a regular color-care shampoo and use this one specifically when tone needs refreshing.

Used correctly, purple shampoo tones hair without over-depositing pigment.

• Wet hair thoroughly with warm water
• Apply shampoo and work into a lather, focusing on the mid-lengths and ends where brassiness typically shows most
• Leave in for roughly 3-5 minutes to let the violet pigment neutralize warm tones (check hair periodically on very light or porous hair, as pigment can deposit faster)
• Rinse thoroughly with cool or lukewarm water
• Follow with a color-safe conditioner
• Use in place of a regular shampoo about once or twice a week, rather than at every wash, to maintain — not overcorrect — tone

Pros:

• Effectively counters brassy/yellow tones in blonde and lightened hair without a salon visit
• Low pH formula is gentler on color than a standard clarifying shampoo
• Vegan formula, paraben-free and mineral oil-free
• Doubles as a toning treatment when left on for a few minutes, or a quick tone-refresh when rinsed immediately

Cons:

• Contains sulfates, so it is not a fit for anyone specifically seeking a sulfate-free routine
• Overuse or over-processing time can leave a slight purple/gray cast on very light or pre-lightened hair
• Purple pigment products generally address tone, not moisture or damage, so dry or damaged colored hair may still need a separate conditioning treatment