Purple Shampoo

Not when used as directed. The Purple Shampoo deposits a sheer violet tint that cancels the look of yellow; it is not a dye and is not meant to turn your hair purple. Leave it on for up to 5 minutes, or 1 to 2 minutes if your hair is very light or fine, and rinse thoroughly. Very light, porous hair can sometimes pick up a slight lilac cast. It is temporary and washes out with your regular shampoo, such as our Gray Hair Shampoo, within a wash or two.

Blueberry and blackberry extracts add natural violet tones to the Purple Shampoo. The main toning color comes from Acid Violet 43, a cosmetic colorant named openly in the ingredient list, and the berry extracts work alongside it as a plant-based complement. We made the formula as a better-ingredient choice for people who like using purple shampoo: it is sulfate-free and built on Aloe Vera Hydrosol, with Avocado and Pomegranate Seed Oils and Hydrolyzed Rice Protein for a soft, smooth finish, and no parabens, silicones or synthetic fragrance.

Conventional purple shampoos often use sulfate-based cleansers that strip natural oils and fade color-treated hair faster. Just Nutritive uses mild, sulfate-free cleansers: Decyl Glucoside and Sodium Methyl Cocoyl Taurate. The formula includes genuine botanical conditioners -- Avocado Oil, Pomegranate Seed Oil, Chia Oil, Hydrolyzed Rice Protein, Panthenol B5 -- that care for the hair while toning it. Most conventional purple shampoos use no conditioning agents or rely on silicones. Additionally, Just Nutritive adds Blueberry and Blackberry extracts as natural anthocyanin pigment sources and antioxidants -- an innovation unique to this formula. Handmade in the USA.

Leave the Purple Shampoo on for up to 5 minutes, depending on how brassy your hair is and how cool you like your tone. Massage it from roots to ends into a lather, focusing on the brassiest areas, then rinse thoroughly with lukewarm water. If your hair is very light or fine, start with 1 to 2 minutes and check your tone before going longer. Follow with the Purple Conditioner for several minutes, and use the shampoo once or twice a week in place of your regular shampoo.

Yes, and this is one of its strongest applications. Gray and silver hair is particularly prone to yellow and brassy tones from hard water minerals, UV oxidation, and pollution. Gray hair also has a more porous texture that absorbs brassiness quickly. The purple shampoo neutralizes these tones and restores the cool, bright, silver appearance that gray hair has when healthy. Use once or twice per week as part of your regular routine.

Yes. The Purple Shampoo is suitable for color-treated, bleached and highlighted hair as well as natural gray and white. It cleanses without sulfates, so it is gentle on processed hair, and Avocado Oil, Hydrolyzed Rice Protein and Panthenol leave strands soft and smooth. The violet tint sits on the surface and rinses out over the following washes rather than changing your color. Highlighted and bleached hair picks up violet quickly, so start with 1 to 2 minutes and check your tone before leaving it on longer.

It is made not to. The Purple Shampoo cleanses without sulfates, so it aims to leave hair feeling soft rather than stripped, even on toning day. Avocado Oil adds moisture and slip, and Pomegranate Seed, Chia and Blackcurrant Seed Oils, Hydrolyzed Rice Protein and Panthenol help strands feel smooth. Gray and bleached hair can be dry to begin with, so always follow with our Purple Conditioner, rinse with lukewarm rather than hot water and use the shampoo once or twice a week, not every wash.

The Purple Shampoo cleanses and deposits most of the violet, and the Purple Conditioner is the gentler second step. It adds a sheer layer of violet through mid-lengths and ends for a more even, cool finish, which helps on porous gray, silver and bleached ends that can look tinted while roots stay yellow. At the same time, Kukui Nut and Red Raspberry Seed Oils, Hydrolyzed Soy Protein and Panthenol put back the moisture and smoothness that cleansing takes out, so hair feels soft, not stripped.

Yes. Hard water minerals and product buildup can leave a film on gray and silver hair, which makes the violet from the Purple Shampoo settle less evenly. Our Vinegar Rinse Cleanser lifts that buildup, so your toning wash can work on clean strands. Use the Vinegar Rinse Cleanser every two weeks, after shampooing, leave it on for 1 to 3 minutes and rinse, then follow with conditioner. Tone with the Purple Shampoo at your next wash, once or twice a week.

The Purple Shampoo is the heart of the routine, used once or twice a week and left on for up to 5 minutes. Follow it with the Purple Conditioner on mid-lengths and ends for 1 to 5 minutes. Every two weeks, use our Vinegar Rinse Cleanser after shampooing to lift hard water minerals and buildup, so the violet settles more evenly. On the washes in between, use the Gray Hair Shampoo, or the Blonde Hair Shampoo for blonde hair. Our Gray Hair Shampoo + Purple Shampoo Duo brings two of these together.