In the past I would never say I loved a shampoo. Shampoo? Really? I mean what is even memorable about a shampoo? Well I didn't know until I started using Aveda Pure-Fume Brilliant Shampoo over 3 years ago. I am hooked! I love this shampoo and everything about it. It smells great, lathers well, doesn't build up and creates a beautiful shine on my hair. Although it is a bit pricey compare to regular drug store shampoo I will never go back!

I like the herby smell but that is about it. I find this shampoo really drying for my hair type (coloured & dry) so I won't repurchase. continued >>

I got the bulk size from the Aveda store during their F&F sale. I think it was about $40 for the liter. This shampoo foams up a decent enough amount for me and smells awesome. I'm not so sure about the moisturizing part but I feel like my hair is shinier. What I like is that it feels like it rinses clean. I hate that coated feeling you get sometimes with moisturizing shampoos. I have coarse, dyed Asian hair. The bulk size came with a free pump. continued >>

I bought this in bulk from my hairdresser who only uses Aveda products. After trying out the Pure series I found it wasn't hydrating enough for my fine flyway prone hair which goes through lots of heat styling so I was recommended the Brilliant series and I fell in love with it. This shampoo doesn't lather and bubble up like other shampoos in the market so I rub it in my palms before I apply to my hair for a more even distribution. I use the conditioner from the series along with the Aveda Damage Remedy Intensive Restructuring treatment and the Smooth Infusion Style-Prep Smoother, and my hair has never been healthier.

I really wanted to love this product- I have generally always been impressed with Aveda haircare- unfortunately although my hair had really nice volume, shine, and bounce after I blow dried, by the next day I noticed that either it didn't agree with my scalp, or there were deposits that ended up flaking off even though I had rinsed very well. I give it 3 lippies because of how great my hair looked afterwards but with the deposits I had to return it.

The smell of this line makes me sigh with pleasure every time. I now have the shampoo, cond, damage control and serum.
The shampoo is lovely - it cleans without stripping and leaves hair very soft - in fact I can actually get away with not conditioning after, which is amazing for my coarse, dyed asian hair. The one negative is that its not very foaming so i tend to use a lot of it - but thats prob just me. Its hideously expensive but I am going to get the 1L next time. I think this is a very good shampoo to have around and its just so luxurious to use, I look forward to washing my hair with this!

I really love this shampoo. It leaves my hair so soft and I no longer have shampoo buildup which is a miracle for me given that most shampoos do cause buildup on my head. I love the smell of this too. It lingers all day, maybe not a good thing for people who are prone to headaches though. Also, my hair does not frizz nearly as much with this.

I work for an Aveda salon, and this is by far my favorite shampoo from Aveda. And i sell this the most. I really love this becuase it says its for coarse, textured hair but i use it on my clients if i see they have dull, dry hair becuase this really gives it shine and moisture. I, myself, have very fine flat hair and when i go back and forth between shampoos, this one always does the best job for me. This also lathers well so you dont need to use a whole lot.

Love it!! I use this several times a week. Supposedly it reduces buildup from shampoo use. It does seem to do that. Pleasant, enlivening scent helps wake me up in the a.m.!

This is one of my favorite shampoos and I pretty much always have some in the shower. The smell is amazing and it sticks around which I love. My hair feels so nice and perfect when I use this.
However, I have noticed that this does build up on your hair, so I do a vinegar rinse once a week to combat that. If you have used this before and ended up not liking it because it eventually made your hair oily - start doing a vinegar rinse and you will fall back in love with this product.

I am really loving this. Aveda products can be weird; they are high quality but it can be hard to find the right one for you. Since they aren't cheap, it's hard to experiment. Like many other reviewers here, I have fine, straight, dry hair and this works really well--but my hair is neither "textured" nor "treated" which is what it says it's for. If not for MUA, I might never have tried this! It cleans without drying, and has that addictive Aveda smell. My hair is soft and full. Would repurchase, despite the $13 price tag.

UPDATE (2012-02-17): BOYCOTTING RE. CURRENT ANIMAL TESTING FOR CHINESE MARKET
Actual name: BRILLIANT SHAMPOO ("pure-fume" hasn't been in the name in many a year). Updated review, to take into account comparisons with other Aveda shampoos (as at 01/2009). Then downgraded, to take irritation into account :(
Used for years. Tried to get off it, as it's expensive. Failed. It's not that bad - actually in the second-cheapest Aveda price-range for shampoos. And little is needed: I use less than half the amount I have with other, cheaper, "greener" shampoos - however nice they were - so I think this shampoo qualifies as my mother's "beware false economes." Alas, my hair adores this stuff and I'm addicted to the smell: jasmine, rose, pepper, green tea, and ylang ylang.
Abso-blooming-lutely marvellous shampoo. Cleans hair, leaves it soft and shiny; after conditioning, the result is great manageable hair. Very good on thick hair - mine is basically normal, slightly greasy roots, slightly dry ends, fine, slightly wavy, but lots of it. The Brilliant is an interesting range, as it seems to work on a wide range of different hair types, most of which aren't the target dry/curly group.
In my experience, this is one of the gentlest of Aveda's shampoos; though does contain ammonium lauryl sulfate, so be aware of that if you're sensitive to it. To be fair, not much of it, sort of "buffered" by the chamomile and aloe vera, and the other main cleaning agent is babassuamidopropyl betaine. On my scalp, anyway, this is gentle: no irritation, no dry patches, no itchy flaking. Brilliant is light but little is needed, doesn't weight hair down, does leave it slightly detangled prior to conditioning.
The gentlest one, that is, of Aveda's shampoos that are appropriate for untreated hair. I would strongly recommend trying out several of the shampoos and conditioners in the tiny bottles before committing; and to commit to a litre bottle (and the pump), as they're more economical. Better still, make friends with your hairdresser and charm some samples off them. Some comparisons with those other Aveda shampoos, on virgin hair:
--- ALSO RECOMMENDED: --- Shampure: one of the two cheapest Aveda shampoos, mild and gentle but protein-rich plus avocado oil, and smells heavenly; slightly more drying and tangling than the Brilliant, though;
Scalp Benefits (lovely and mild, I happened to dislike the smell); one price notch (= a teeny bit) more expensive than the Brilliant;
--- ALSO RECOMMENDED: Smooth Infusions: very like the Brilliant, but with a lemony-herby smell; gentler cleansing agents (sodium coco/babassu sulfate, sodium lauroyl lactylate, and babassuamidopropyl betaine); one price notch above Be Curly and Scalp Benefits;

--- Rosemary Mint: too stripping on me - meant for oilier thinner hair; one of the two cheapest Aveda shampoos;
--- Detoxifier: good but wouldn't use daily - used as a swimming shampoo here - being replaced by another chelating 'poo; not available in litres, and in process (spring 2009) of being discontinued;
--- Be Curly: not used as unsuitable for my hair, being richer as meant for curlier, thicker hair;one price notch (= a teeny bit) more expensive than the Brilliant;
--- Pure Abundance: not used as unsuitable for my hair, as meant for oilier hair/scalp; but loving the conditioner; one price notch above Be Curly and Scalp Benefits;
--- the old and now dear-departed Sap Moss: for drier hair, and I loved it in cold NE US winter, when I had long hair; the replacement is Dry Remedy, not to be confused with Damage Remedy, and *a lot* more expensive than the shampoos above.
Those for treated hair tend to be even gentler, but richer and greasifying (Damage Remedy and Colour Conserve for ex.). The Brilliant is a compromise between those heavier-but-gentle ones and the lighter-but-harsher others.
250 ml costs approx. EUR 17 / GBP 10 / USD 12. I litre costs EUR (I went cross-eyed, it might have been 42?) / GBP 29 / USD 38. Nuff said, I got my litre online from a UK site, as this was a lot cheaper than in the shops here in Ireland...
INGREDIENTS: Aqueous Extracts: Aloe Barbadensis Leaf Extract, Anthemis Nobilis (Chamomile) Flower Extract, Calendula Officinalis Flower Extract, Camellia Oleifera (Tea) Leaf Extract, Ammonium Lauryl Sulfate, Isostearamidopropyl Morpholine Lactate, Fragrance (Parfum), Polyquaternium-4, Cocamidopropylamine Oxide, Basassuamidopropyl Betaine, Sodium Chloride, Citrus Acid, Disodium EDTA, Methylparaben, Methylchloroisothiazolinone, Methylisothiazolinone
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I love love love this shampoo! I'm on my 3rd bottle and I will continue to buy it. It smells amazing and leaves my hair clean without drying it out. I have very thick, dry, colored hair. I have a hard time finding a shampoo that gives my scalp a deep clean without drying out my ends. This one is it!

Love it, love it, love it. The best shampoo I've ever tried! I keep trying other shampoos but keep coming back to this one. Does not weight your hair down (I have greasy hair) and the smell is heavenly. Try for yourself.

I love the smell, but I'd say this product performs so-so only. This clears up scalp buildup or shampoo buildups, I can feel my hair lighter after using. However it's quite pricey for only a bottle, I didn't purchase the conditioner though - they are freaking expensive for shampoo products!
I'm half way through the bottle and perhaps i'll make an update later.

This is my HG shampoo! First of all, I'm big on scent, and this has a wonderful, clean scent. The product itself removes buildup and is really nice for my thick hair, which is coarse as well. I have tried other shampoos and there are a lot of other great ones but I keep coming back to this one, and I'm not even a really big Aveda fan.

I bought this in the 8 oz. size along with the matching Brilliant Conditioner. I've already used up the conditioner and went back and bought the big litre jug with the pump, but I still have about1/3 of the Brilliant Shampoo left.

I only use about a quarter size dollop for my whole head and that's *maybe* once a week. I've also been doing "conditioner washes" and wash with a more moisturizing shampoo(Elasta QP Shampoo for Relaxed Hair) in between. - I wet my hair daily and only use this one as a "clarifying" shampoo. It doesn't strip my hair but it does make it drier than the other shampoo I use most frequently. It's fine if you use the Brilliant Conditioner afterwards, but I would never, EVER use it alone or with a cheaper, less moisturizing conditioner.

I will probably repurchase when this is done just to have a somewhat clarifying shampoo that doesn't strip. Plus I'm a sucker for having matching sets of products.
P.S. For the record I have *extremely* fine, curly biracial hair that is natural(not relaxed, flat ironed, or blow dried straight) and currently short(at my shoulders).

This shampoo made my hair dry and unmanageable. Love Aveda Sap Moss and Damage Remedy, but I can't figure out why anyone would like this shampoo, let alone pay that price for such a bad product. Am so glad this isn't the first Aveda product I tried!

The only shampoo that is not drying and does not break me out! Sometimes I even skip the conditioner. Love the smell too.

I like both the shampoo and conditioner. They leave my hair (chin length, blond, fine but semi-wavy) clean and bouncy--perfect for everyday. I really like the smell, but I can see how it would drive some people crazy. I'll probably buy it again if it's right in front of me (right place right time), but I don't know if I'll go out of my way to get more.