This shampoo is made for people with blonde, platinum, gray, or highlighted hair who notice their color turning brassy, yellow, or orange between salon visits. It suits any hair type or texture as long as the hair is color-treated or naturally light enough to show warmth, and works for both men and women.

The main reason to reach for this over a regular shampoo is the violet pigment: it directly counteracts the yellow and orange undertones that surface in blonde or lightened hair from processing, sun, or hard water, which can extend the time between toning appointments. Because it's a rinse-out cleansing shampoo rather than a leave-in toner, the intensity is controlled simply by how long it sits before rinsing.

Redken recommends wearing gloves when handling this product, since the violet pigment can temporarily stain skin.

• Wet hair thoroughly, apply the shampoo, and work into a lather.
• Rinse, then apply a second lather and leave it on for 3-5 minutes for stronger toning.
• Rinse thoroughly.
• Follow with Color Extend Blondage Conditioner.

• Pro: Violet pigments actively deposit onto hair to cancel brassy yellow and orange tones rather than just cleansing them away.
• Pro: Toning strength can be adjusted by leaving a second lather on for a few minutes when hair needs extra correction.
• Con: Uses sulfate detergents, so it isn't a fit for anyone specifically avoiding sulfates or with very dry, sulfate-sensitive hair.
• Con: Overuse of a violet-pigmented shampoo can leave a faint purple cast or feel drying, which is why it's typically used a couple of times a week rather than daily.