My new regular shampoo!

Love this shampoo! Ive always used the colour endure violet but when they switched it to sulphate-free it left my hair greesy everytime, it was sooo strange but even my hairdresser was confused when she thought she didn’t rinse my conditioner, but it was actually the terrible reaction of the sf shampoo & conditioner on my hair! I was soo worried about what I would use and if I would find something I liked as much as the original, joico has amazing pigment for toning and I love the value of the litre bottles. When I found this and it worked I was doing the happy dance of relief and have been using it ever since 🤗

No more brassy tones

Love this shampoo. Use it 2-3 times weekly and any brassiness that Id usually get in my blonde highlights are gone. Love the smell too! Decent value if you buy large bottles at a time.

Awesome product, would buy again!

Awesome product! My colour hasn’t faded in the two months since I’ve had my hair done and I still have the same bottle I bought when I got it done! Amazing shampoo!

Great purple shampoo!

I have chemically dyed ashy blonde hair. Winter tends to make my hair brassy due to the lack of sunlight, but this shampoo keeps it ashy and vibrant. Most purple shampoos leave your hair feeling coarse, but Joico's leaves your hair feeling nourished.

I wouldn't buy it again , it wasn't what I thought .

I usually use a salon brand of purple shampoo and it works great to tone my hair so I decided I would try this brand because I have heard mixed reviews about it . In my opinion it smelt good and the consitancy was great but it did not work nearly as well as I thought . It barely toned my hair !

Can't be without

I have extreme highlights, out of the salon they look amazing. After 2 washes I look brassy....hate it, this purple shampoo is a must. I use it every second shampooing, leave on for 5 min and work into hair. It's such a great product. It also makes your hair soft and manageable.

Amazing product

I dyed my hair from very dark brown to blonde. This product saved my hair from turn orange and kept the colour for months without having to go to the salon for colour correction.

Wonderful product!

I first bought this product only because it was on sale. However, after purchasing and using for a couple of months, I'm VERY happy about it! Usually when you bleach your hair, it dries out and it cracks and it's just a big mess from the harsh chemicals. Because of this shampoo, my hair feels natural and soft! I'm very happy with this product. I'm not 100% sure it helps a ton with bronzeing of fake blonde hair, but I'm happy with how soft my hair is, so it's all good.

Joico purple shampoo is great. Its a higher end product and works very well. Sometimes people purchase it and don't really know how to use it properly. Its not like a regular shampoo use it once a week and let it sit in your hair for at least 3 plus minutes. Its takes away the brassy color and even the green color form swimming pools, The chlorine does turn blonde hair green in pools , this product with help tremendously

I've had more ashy blond hair when I used this and I didn't find that it partocular helped my hair in maintaining a non brassy state. It was often recommended but I didn't think too much of it.