Anyone with color-treated hair — full color, highlights, balayage, or toned hair — who wants to slow how quickly that color washes out or dulls between salon visits. It's not specific to a particular color result (unlike the Blonde variant), so it fits brunettes, redheads, and colored blondes alike. KMS distributes this as a professional salon line, but the shampoo itself is a normal daily-use product with no professional application required, and it's positioned for both men and women in this lineup.

Color fades for a few specific reasons — harsh sulfates stripping pigment, hot water opening the cuticle, and UV exposure breaking down dye molecules. This shampoo is built to address the first and third of those directly, with a sulfate-free base and a UV filter, rather than relying on marketing language about 'color protection' with no mechanism behind it.

Apply to wet hair, work into a lather, and rinse. Repeat if hair needs a second wash. Follow immediately with KMS Color Vitality Conditioner — the brand's extended color-retention claim is based on using both products as a system, not the shampoo in isolation.

• Pro: genuinely sulfate-free cleansing base, gentler on color than a standard sulfate shampoo
• Pro: includes a UV filter, addressing sun exposure as a fade cause many color shampoos ignore
• Con: contains a silicone-type copolymer, so it's not a fit for anyone following a silicone-free hair routine
• Con: the brand's '3x longer' color-retention claim is specifically measured when paired with the matching conditioner, not guaranteed if used alone