Fudge Urban Clean Blonde Violet Toning Shampoo

Have tried De Lorenzo, L'Oreal's and Toni & Guys purple shampoos and none of them compare to this one. It is super potent so I always use a pair of disposable rubber gloves when applying this, but the pay off is worth it. Packs in a whole lot of shine and actually makes my hair feel softer, not dull or dry like some of the others did - so much so that I don't even need to use a conditioner afterwards! I'm using this once per week, leaving it in for exactly 3 minutes. Has a faint vanilla-ish smell which I don't mind at all. However I do wish it didn't contain SLS. Luckily, because I'm using it as infrequently as I do, I haven't encountered the usual SLS-related hair and scalp issues which is a relief.


Selena x



~ My HG list ~

(As I've sampled many 100s of skin, hair and m/u products over the last decade and a half, I thought it might be useful to share my top 10 must-have products, subject to change if and when I come across something more effective. I love constantly trying out new stuff - usually sample sizes via e-bay, also plenty courtesy of a friend who works at Sephora)


1. Hair Loss Treatment: ‘Divine Herbal’ - Hair Oil
2. Lip Balm: 'Nuxe' - Reve De Miel Lip Balm
3. Pigmentation + Anti-Ageing Treatment: ‘Divine Herbal’ - Facial Treatment Serum
4. Cleanser: 'Paula's Choice' - Skin Balancing Cleanser
5. Concealer: ‘Mac’ - Studio Finish Concealer
6. Lash Growth Serum: ‘Divine Herbal’ - Divinelash
7. Foundation/SPF: ‘Juice Beauty’ - Stem Cellular Repair (warm glow)
8. Face Scrub: ‘Sisley' - Botanical Gentle Buffing Cream
9. Moisturizer: ‘Antipodes' - Rejoice Light Day Cream
10. Hand Cream: 'Origins' - Make A Difference Rejuvenating Hand Treatment

I’m going to begin a series of reviews on products to enhance cool, platinum tones in blonde hair. Most of these products will be anti-brass. I am trying EVERYTHING. My hair is fine, wavy, blown out every other day, and colored using a 7a base with extensive blonde fills to a 10a highlighted effect. As anyone reading this knows, that great ashy tone is tough to hang onto, so in between salon appointments, I turn to color enhancing toners. I’m after deposit only, temporary toning. This will not cover the Wella toners; they’re actually color, and my hair stylist has forbidden me to touch that anymore. I’m after things that make the hair shiny, don’t weigh it down, and don’t give dull, charcoal tones. So, here we go......

This really is the Big Daddy of toning shampoos. I buy it on Amazon; I think it’s a UK product and it runs about 17 bucks. It’s deep, dark and effective. It will stain your hands and cuticles, so consider plastic gloves. I only leave it on a couple of minutes, because we enter lavender territory pretty fast. As a shampoo, it’s fine-not as drying as Shimmerlights. I can’t remember a specific odor, so it must be benign. I highly recommend this for those of us wanting to maintain ash-I think it would be great for the platinums, but it works well for me for toning highlights and base. A little goes a long way, so it’s a decent value. I read the reviews of the matching conditioner, and I don’t think I’ll try that, because it sounds like a nice conditioner without big gun toning benefits.

Don’t understand all the good reviews. I have light is blonde hair but due to yellow at the roots I tried this..left it on for 5 mins as stated in the back of product. I ended up with horrible grey/purple hair and my roots are even more orange now than the were to begin with. Really patchy and awful!

The best purple shampoo out there, after a few uses my hair looks even better than it did when i had it first done at the salon. Just be careful if you keep it on too long on very light hair it can turn lilac.

I've tried everything out there to keep my hair ashy toned and nothing comes close to this stuff. I also find that other purple shampoos are drying but this one isn't.

Amazing shampoo. Does what it says. I have dyed ash blonde hair and have red tones coming through. This shampoo totally eliminated this. I advise wearing gloves as is strong. I have ultra sensitive skin and face became red after first application. Second time put Vaseline over my face and worked like a treat. Did start at 2 minutes and went up to 5 over 3 weeks because of my sensitivities.
I have tried other toning shampoos and felt they were worse than useless. This truly works and as long as you keep to 5 minutes there are no violet hues on your hair.
Highly recommend.

Great product. Many purple shampoos leave my hair dry but this does not. I have the conditioner too. Super purple actually stains my nails.

Best purple shampoo I've tried - I've tried clariol shimmer lights, the generic from Sally's, and Schwarzkopf's as well. Fudge feels good, smells good, I bought the huge bottle and it'll last me forever because this stuff is really purple, you can't leave it on long unless you want purple hair.

This definitely works on hair that is blonde but slightly brassy. I'm brunette with blonde balayage and this doesn't affect the brown at all. I use this once every 2 weeks once I see a hint of brassiness creeping back into my hair. It's a level 8.. It won't work on level 7 brass very well so just know that your hair will need to be a light enough blonde in order for this to work. If you have a lot of orange tones in your hair then buy a blue shampoo or toner instead.

I like the smell, it's not offensive or chemically.

This doesn't dry my hair at all and I used it very liberally.

I left this on for 30 minutes to get the best results & DO NOT LATHER IT apply it to the hair and let it sit because that way you're getting a more concentrated violet tone which removes brassiness better.

I just had the luxury of first trying this product a few weeks ago for the first time. Wow, is all I can say. I left it on for about five minutes while soaking in the tub, and I clearly underestimated this toning shampoo, because when I towel dried my hair, there were parts that had turned a light violet color. I have since learned to only use this toning shampoo in moderation, as it really is potent. For toning, I will mix it in with my regular shampoo in my hand, and then leave on for a minute or two, so that I don't end up with purple parts in my hair. But even then, if used too much this way, it does begin to overtone. This is an awesome product though, but I'm still learning how to use it correctly. Very thankful that I found this product though, because my hair is very damaged from over processing at this point, with breakage occurring, and so I must avoid chemical toners at this point, or anything chemically damaging.