What is purple shampoo?
It’s exactly what it says on the bottle. A shampoo with purple pigments that keep brassy undertones at bay. Consider it your DIY tune-up to keep your new hue looking flawless for longer.
How does purple shampoo work?
While the concept of purple shampoo might sound a little crazy, it all comes back to colour theory. Purple is directly opposite yellow on the colour wheel, so the purple pigments neutralises any unwanted yellows brought out by things like sun or heat styling. While it won’t actually change the colour of your hair, it addresses the tone and nixes the brassiness. It’s basically your at-home toner.
How does purple shampoo fit in my routine?
Coloured shampoos should be used in conjunction with your regular shampoo and conditioning routine instead of replacing them entirely. If you're washing your hair thrice a week, introduce purple shampoo for the fourth wash. Overdoing the purple shampoo can leave hair colour looking dull and drap, which is the opposite of what you want!
All-over blondes will find the top of the hair more golden than the ends, so we recommend applying a concentrated amount of purple at the crown and letting it run out as you lather and rinse. The ends will catch the colour (they don't need as much anyway), so let it drizzle through.
Do I need purple shampoo?
Blonde hair does need more maintainence, but purple shampoo works across the colour spectrum. Dark hair is more prone to brassiness due to the amount of melanin it has, so brunettes will find purple shampoo surprisingly useful to get rid of those warm hues.
Where do I find purple shampoo?
Right here. Meet the Elvive Anti-Brassiness Purple Shampoo, designed to hydrate, tone and revive coloured hair.