Everything in your classic Fudge Purple Shampoo - but more! Don't make a sacrifice for toning when your damaged and dry hair is at stake! This formula helps to knock out brassy tones whilst also reconstructing your hair's bonds after chemical treating, styling and environmentally damaging your hair. Your cuticle will be smoother, your hair will be blonder and will feel smoother. Sulfate Free 90% stronger hair with Opti-Plex Technology Purple Shampoo This purple shampoo contains violet pigments which works to counteract and cancel out yellow and orange tones which neutralises brassy blonde hair. Using this shampoo will give you a cooler toned blonde. Can also be used for silver hair or grey hair when yellow tones are peeking through to tone them down. Sulphate Free Shampoo This sulphate free shampoo (sulfate free / Free of SLS/SLES) gives your hair a gentle cleanse without stripping all of the natural oils in your hair and scalp. This formula doesn’t contain harsh cleansing agents which keeps your hair more nourished by locking in moisture and prevents your hair colour from fading too fast. Perfect for dry hair or curly hair as it will leave your hair more nourished. Colour Safe Shampoo This colour safe shampoo helps preserve colour in your hair and prevents colour from fading fast. The shampoo minimises the amount of colour that washes out of your hair and down the drain each wash. Use shampoos that suit your hair to minimize your salon visits and keep your out-of-the-salon look for longer! DIRECTIONS Lather evenly throughout your wet hair and for maximum results, leave it for up to 5 minutes. Rinse thoroughly and repeat if necessary. Follow up with Clean Blonde Damage Rewind Conditioner for the ultimate hair toning and reconstruction.