Bumble and bumble's Illuminated Blonde Purple Shampoo gently yet effectively cleanses, while helping illuminate blonde hair by neutralizing brassy tones. It also hydrates, reduces frizz, and conditions for moisturized strands. KEY BENEFITS Neutralizes brass Hydrates Reduces frizz Softens Color-safe for all blonde tones For all hair types & textures Vegan & cruelty-free HOW TO USE: Apply and massage through damp hair. Let it sit for two minutes. Rinse, and follow with Illuminated Blonde Conditioner. Pro-Tip - When using a purple shampoo, it's important to massage and work the shampoo thoroughly from roots to ends. This will ensure consistent coverage and even toning.