Now that Joico reformulated, this is hands-down the best purple shampoo out there. Everything the reviewer below me said is true. If you have resistant warmth, TRY THIS. This is no purple shampoo for wimps lol. And if you're new to purple shampoos, or don't have stubborn warmth, tread carefully. This stuff will STAIN the heck out of your hands and really kill the brass. If your hair is receptive to normal purple shampoos it could go too far. This passes what I call the "lather" test.. most purple shampoos, the lather turns white shortly after... with this, it stays purple. That's how you know the purple is still there doing its job.


Oh, and besides its superiority in toning, it is way more gentle than most tinted shampoos. You can leave this on for the full time and be fine. Super, super gentle. Like the reviewer below, I do shampoo with another sulfate-free shampoo first because it is just TOO gentle for my oily scalp when used alone.

Amazed. This is hands-down the most pigmented violet shampoo I have ever bought. I have said that before about a couple brands but this blows them away. First off this is pricier at about $20 per 10.1 ounce bottle. And it is liquidy. It isn't as thick as most shampoos. It is sulfate-free so it won't lather as much either. But it is so pigmented that I have to bring a washcloth in the shower to wash the walls and shower curtain off afterwards so they do not stain (so if that is too much for you maybe look at Joico or AG's). It gets rid of 100% of the yellow and brass in one use. I shampoo first with another sulfate free shampoo and then apply this, leave it on for 4-5 minutes and rinse, then condition and rinse again. Leaves me with perfectly toned level 9-ish blonde hair without any buttery colors or brass. Doesn't seem to dry my hair out (I always condition though) and smells good. Will buy this again for sure!