So I have recently gone with blond highlights in my hair and normally I find they fade pretty quick, this joico purple shampoo helps keep the blond in your hair and it really works. Not only is my blonde staying this shampoo is making my hair feel soft, and healthy. Only use it 2 times a week cause it you use it to much it can make your blond a little purple. Awesome product will always buy this.

Let me start by saying I have naturally dark brown hair .. After 12 long months of highlights after highlights I finally achieved my blonde locks I've always wanted . But the up keep isn't cheap ! I find my hair would turn a brassy yellow in no time ! Until I was introduced to Joico , and I'll never look back . Personally I put it on my hair while its wet , tie it in a knot and let it soak for 20-25 minutes . I wash it out and my platinum blonde with purple undertones is amazing ! I get more compliments on my hair after using that than I do when I leave the salon !! A must try if you haven't already.

I currently have a balayaged hair and because of this I have to worry about brassiness. My hair is dark brown so naturally the blonde dyed bits want to turn orange. This product is great and neutralizes any orange tones in yor hair. I don't know what I would do without it honestly! Go get this ladies!!

I absolutely love this purple shampoo. It is slightly on the expensive side but worth every dollar if you have blonde/grey/pastel color hair. Keep in mind thou you should only use it twice or three time a week or it will dry out your hair.

I absolutely love this shampoo. I have black hair that with balayage highlights and use this shampoo 2-3 times a week to freshen up my colour. It's a bit drying, but it really keeps the blonde ashy and not brassy! I last had my hair dyed 5 months ago and my friends ask me if I've gotten it done again. A little goes a long way, so it's definitely worth the price!

Pour avoir un vrai beau blond blanc ou gris sans jaune beige ou doré c'est le produit parfait moi je me fais mes 2 shampoing normaux et ensuite je sors de la douche j'essore mes cheveux et j'applique ce shampoing pour 30 min ensuite je rince ect et les cheveux sont parfait !!!!

Absolutely love Joico products so tried the shampoo and I have never gotten anything else. It's smooth and smells great. Leaves your hair shiny, and not heavy. Highly recommend this product.

I grew up with Joico products and vividly recall my mom always had a purple shampoo of some sort. I purchased the shampoo and conditioner and set forth my own trials!

I adore the shampoo. In order for them to really shine, you need to leave it in your hair for the recommended time. I usually leave the conditioner in longer. My hair feels smooth and soft after. I do my own roots and can definitely say my hair is colour treated with the usual dry and brittle feel a few days after colouring. Using this shampoo and conditioner makes my blonde hair pop and tones down the brass.

It's my forever shampoo!

This is my favorite purple shampoo for toning blond hair, it keeps my blonde super blonde and it's amazing.

This is the best purple shampoo I have used to date. I have heavily highlighted platinum hair that is kept totally brass free with this shampoo. It smells so good, is a deep purple hue and I only need to use once every three shampoos. I do need to use one of my other sulfate free shampoos for the first 'poo because my roots don't get as clean as I would like. It can be a bit drying as I run it through the length of my hair, so I follow up with a deep conditioner.