Best suited to medium-to-dark blondes, heavily highlighted hair, or gray/silver hair dealing with strong brassiness — the kind of warmth a light, daily-use purple shampoo doesn't fully knock down. It's meant as a once-weekly deep-toning step rather than a regular everyday shampoo, and isn't the right choice for very light or pastel blondes who only need light upkeep — Paul Mitchell's lighter Platinum Blonde Violet Shampoo is built for that instead.

This shampoo is positioned as the stronger option in Paul Mitchell's purple-shampoo lineup — a heavier dose of violet pigment than the brand's standard Platinum Blonde Violet Shampoo, meant to be used weekly rather than daily. For blondes with more warmth to correct — medium-to-dark base colors, heavy highlights, or hair that's gone brassy faster than expected — that concentration means noticeable correction from a short 1-5 minute application instead of needing to shampoo with a lighter purple formula every single wash.

Massage into wet hair and let it sit for 1 to 5 minutes, depending on how much toning correction you want that session. Rinse thoroughly and wash your hands afterward, since the pigment can stain skin. Use about once a week rather than as a daily shampoo, and follow with a conditioner suited to color-treated or toned hair.

Pros: the concentrated violet pigment gives noticeably stronger toning in one weekly application than a daily purple shampoo delivers over a week of washes; the 1-5 minute processing window is short enough to fit into a normal shower routine while still giving real correction; it's vegan and paraben-free.

Cons: it uses a sulfate-type primary cleanser rather than a sulfate-free one, so it's not the right pick for anyone specifically avoiding sulfates; used more than weekly, or left on too long, on lighter blondes it can over-deposit and leave a lavender cast; it contains methylchloroisothiazolinone/methylisothiazolinone, a preservative combination known to be a contact sensitizer for some scalps.