Purple shampoo reduces brassy tones by 5X* plus instantly repairs fragile blonde hair with bond-building plant technology**. Gently cleanses and restores strength while brightening blonde, silver, and grey hair. This shampoo from Aveda Botanical Repair™ Purple Toning Shampoo will help to effectively remove any dirt, grease and styling and cosmetic product residues from the hair and scalp. It gives you a feeling of freshness and cleanliness, and ideally prepares your hair and scalp for further care while supporting the effects of the active ingredients it contains. Characteristics: neutralises yellow undertones in your hair, moisturises intensely, regenerates and nourishes hair. This is a vegan product. How to use: Apply an appropriate amount of shampoo to wet hair. Work up a lather and rinse thoroughly.