Highly concentrated purple shampoo cleanses, tones, and repairs while keeping hair hydrated from roots to ends. Sulfate-free formula creates a rich lather to neutralize brassiness and boost brightness after one use for all blonde, lightened, and grey hair. Apply to wet hair, lather fully, and let process. 2-3 times per week or as often as needed to neutralize unwanted brassiness. All blonde, lightened, and grey hair. Scientifically Proven: 3x Brighter compared to top purple shampoos PH Balanced Vegan Cruelty Free Nut Free Paraben Free Phthalates Free Phosphate Free Sulfate Free Gluten Free