I wanted to create a purple shampoo that is great for toning blondes + brunettes and is also sulfate-free... I've always had a hard time finding that combo. If you like ashy tones or even pastel lavender tones, you can use this every time you shampoo. If you like neutral tones, use it only when needed to cut brass. Use this with or without The One Purple Conditioner on natural or color-treated hair.

Tip: Once your hair is toned, pause on using until you need it again. If you ever go overboard, shampoo with a clarifying shampoo + condition well.

Depending on the thickness of your hair, apply a quarter size or more of shampoo into your palm. (If you have super light blonde or porous hair, mix half purple shampoo + half regular shampoo to dilute the tone intensity so your hair doesn't grab lavender tones.)

Apply to wet hair, massage into your scalp to create a rich lather.

With purple shampoo you want to make sure you apply more product where you see more brass. I like to let it sit a little bit longer toward the root where hair tends to be less porous and more warm. Then I let it run through the ends as I shampoo.

Rinse well and follow with conditioner or a hydrating mask.

PATCH TEST: Apply a small amount of product to dry, cleansed inner side of elbow. Wait for 48 hours. Do not use this product if you experience any burning, redness, swelling or itching.

Please note, ingredient lists may change any time a product is updated. Always check packaging to get the most accurate list of ingredients in each product.