Anyone with colour-treated hair, from permanent to semi-permanent colour, who wants their shade to stay rich for longer between appointments. It works for every colour family because it deposits no pigment.

A daily-use take-home shampoo. If the goal is correcting brassiness rather than protecting colour, a toning shampoo is the better fit.

Every wash with a harsh shampoo takes a little colour with it. Colorful was built to clean colour-treated hair without SLS or SLES and to add antioxidant protection from camellia oil and pomegranate extract, so a salon colour keeps its depth and shine for longer. It is an everyday shampoo, not a treatment, which makes it an easy swap for anyone who colours regularly.

Apply to wet hair, lather and rinse.

Follow with Colorful Anti-Fade Conditioner for the full anti-fade routine.

Pros

• No SLS or SLES, the harsh sulfates most associated with colour stripping
• Antioxidant camellia oil and pomegranate extract target fade, not just cleansing
• Joico reports 3X greater resistance to breakage when paired with the conditioner

Cons

• Won't neutralize brassy or yellow tones; it protects colour rather than correcting it
• The breakage claim depends on using the matching conditioner too
• Joico's 'sulfate-free' wording refers to SLS/SLES only, so it is worth checking the pack if you avoid every sulfate type