This Purple Toning Shampoo has violet pigment that tones yellow/golden tones out of blonde. It is a very luxurious purple shampoo ideal for strength and prevents breakage or fading, adding exceptional shine. Crafted with our very own HE Synergy Botanical Blend* that gives hair vital nourishment.  Purple toning shampoo works for all blondes, white, natural silver or color treated hair.  Apply Purple Toning Shampoo to wet hair and massage gentle into a lather, let it work for 3-5 minutes or until desired tone.  Rinse and repeat if necessary.