You'll never lose your cool with Joico Blonde Life Violet Shampoo - a brilliant, brass-neutralising cleanser, free of SLS/SLES Sulfates, that instantly banishes undesirable yellow tones, so cool blondes stay nice and icy. Here's Why You'll Love It: - Instantly cool brassy tones and brighten cool blonde hair - Help maintain healthy-looking hair with brilliant shine - Nourish and protect fragile blonde hair - Rich lather gently cleanses hair Key ingredients: - Arginine, a naturally occurring amino acid crucial to hair's strength. Products that include Arginine help protect hair and rebuild it from the inside out. - Monoi Oil, a rare, exotic blend of Coconut Oil and Tahitian Gardenia Flower, helps fight frizz and boost shine while also helping to protect hair from environmental damage. - Tamanu Oil, a rich, Southeast Asian UV-absorber packed with fortifying Omega-6 and -9, helps deeply hydrate hair, bump up shine, and banish brittle strands. - SMARTRELEASE Technology, JOICO's one-of-a-kind liposome delivery system, packs a punch by continuously releasing Rosehip Oil, Arginine, and Keratin to help repair, strengthen, and protect hair from the cumulative effects of daily styling. -A brass-neutralising shampoo for blonde hair-Creates a rich lather to gently cleanse hair while instantly banishing unwanted yellow tones-Instantly... Keep your hair colour blonde and icy with the Joico Blonde Life Violet Shampoo. With a rich consistency, the shampoo quickly works into a thick lather, cleansing the hair. Uplifting any dirt, dead skin cells, impurities or build-up from the scalp – this shampoo detoxifies the locks from root to tip.Thanks to a potent blend of brass-neutralising ingredients, the formula works tirelessly to cool yellow tones. Keeping your colour true for longer, the shampoo gives you more time between salon visits – saving you time and money. As if that wasn’t enough, this shampoo is also sulphate free, gently but effectively cleansing the hair without stripping the strands of their essential moisture. Banish undesirable yellow tones and keep your blonde colour cool and icy with this innovative formulaFree from SLS/SLES Sulfates.