Natural blondes, lightened or highlighted blondes, and people with gray or silver hair who want to counteract yellow or brassy tones between salon toning appointments. It's a consumer at-home shampoo, not a professional-only product, but it isn't meant for hair colors outside the blonde/gray/silver range.

Blonde and gray hair pick up warm, brassy tones between salon visits, and this shampoo's violet pigment corrects that on the color wheel each time it's used, which is a more targeted approach than a regular shampoo that does nothing for tone.

Apply to wet hair about once or twice a week, adjusting frequency to the level of cool tone desired. Massage through, leave on briefly, then rinse and follow with conditioner. Alternate with a regular shampoo on other wash days to prevent over-toning or a purple/gray cast.

Pros

• Violet pigment (CI 60730) directly neutralizes yellow and brassy tones on blonde, lightened, highlighted, and gray hair
• Sulfate-free surfactant base is gentler than many drugstore purple shampoos
• Vegan formulation per the brand's own claims

Cons

• Overuse or extended contact time can leave a purple or gray cast, especially on finer, more porous, or very light hair
• Not meant as a daily shampoo — needs to be alternated with a regular shampoo to avoid over-toning
• Only addresses brassiness/yellow tones; it doesn't lighten or lift hair color