The One Purple Shampoo from Kristin Ess Hair is a sulfate-free, highly-pigmented ultra-violet shampoo that instantly tones natural and color treated blondes and brunettes, removing unwanted yellow tones in hair while cleansing. If you like ashy or pastel lavender tones, you can use this every time you shampoo. If you like neutral tones, use it only when needed to cut brass. Once your hair is toned, pause on using this purple shampoo until you need it again. If you ever go overboard toning, shampoo with a clarifying shampoo and condition well. Use this with or without The One Purple Conditioner. Its safe for keratin treated hair and is free of sulfates, parabens, phthalates + silicones. Contains Zip-Up Technology, our proprietary strengthening complex designed to zip-up split ends while targeting weak areas of the hair, smoothing the appearance of damaged cuticles, and helping to protect hair from environmental stressors and color fade. Kristin Ess Hair is a cruelty free brand and does not test on animals at any stage of product development. These products are certified cruelty free by PETAs Caring Consumer program.