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Stylists, editors and shoppers swear by these purple shampoos for blonde and gray hair

Shop editor picks, Shop TODAY award winners, budget finds and more.
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If you've ever tried to lighten your hair at home — or caught sight of your reflection halfway through a double-process treatment — you're familiar with the dull, one-dimensional yellow that remains after bleaching. It's not an especially natural or flattering shade, which is why a good colorist will then apply highlights, lowlights and toner. (Side note: This is also why your salon visit takes four hours and costs a small fortune.)

Unfortunately, dyed hair likes to slowly creep back toward that brassy yellow over time. That's where purple shampoo, which is kind of a "toner lite," comes in. Want to learn more and see our experts', editors' and shoppers' favorite picks? Read on or use the links below.

What is purple shampoo? | Best purple shampoos | How we chose | Meet the experts

What is purple shampoo and what does it do?

This kind of shampoo goes on — you guessed it — purple. Specifically, the hue tends to be a bold, somewhat alarming violet that will stain your bathtub if it dries, but it rinses out clear. Because purple is on the opposite side of the color wheel as yellow, it helps to combat underlying brassiness in the hair and get rid of yellow pigment, according to Lauren Grummel, a New York City-based colorist.

While an over-the-counter purple shampoo can't replicate the nuanced work of a skilled colorist, it's useful if you're in between appointments. "It can help keep your color fresher for longer outside of the salon," Grummel says.

Best purple shampoos, according to editors and shoppers

John Frieda Violet Crush for Blondes Purple Shampoo

What we like
  • "Worked wonders on my highlighted hair" 
  • Keeps blonde hair "vibrant and brass-free"
Something to note
  • Left hair with a dull look 

Formula: Creamy | Best for: Color-treated hair | Scent: Citrus notes | Recommended use: Daily | Sulfate-free? No

“This stuff is like magic!” an Amazon shopper says about John Frieda’s purple shampoo, and countless others agree with this sentiment. This option utilizes crushed violet pigments to counteract your tresses’ brassy tones, resulting in a cooler tone after just one use.

Urban Alchemy Purple Toning Drops

What we like
  • Easy to add to your current shampoo, so you don't have to switch up your routine
Something to note
  • Left hair with weird color tones

Formula: Liquid drops | Best for: Blonde and silver hair | Scent: None | Recommended use: 2-3x a week | Sulfate-free? No

Looking for a solution that lets you stick with your favorite shampoo but still tackle those unwanted yellow or orange pigments? Go for this pick, which lets you turn your favorite shampoo (and conditioner) into a blonde toning product and perhaps even save money in the long run.

Writer Emma Stessman says she appreciates how you can personalize the pigment based on how many drops you use, and can add more when you feel those brassier tones start to appear.

L'Oreal Paris EverPure Sulfate Free Brass Toning Purple Shampoo

What we like
  • Keeps hair looking "fresh and bright" 
  • Hair can go longer between washes and appointments
Something to note
  • Some reviewers noted hair felt dry after use

Formula: Creamy | Best for: Color-treated or bleached hair | Recommended use: Weekly | Scent: Violet, fig, thyme, coconut | Sulfate-free? Yes

For an affordable option that delivers intense results, look no further than one of our Shop TODAY Beauty Awards winners: L'Oreal's EverPure Purple Shampoo. Our staff testers bestowed this Best for Blondes winner near-perfect ratings in the categories of value, quality and user satisfaction.

Mirjam Lablans, integrations producer at NBC News and longtime user, reports, "This shampoo really helps bring the color into the right spectrum so it doesn’t look as yellow or brassy and restores the color and tone to a true 'cool' blonde."

And lest you think only our editors are fans, L'Oreal's purple shampoo also happens to be a top-rated pick (on Amazon alone it's garnered over 14,000 verified five-star ratings), enriched with hibiscus and purple pigments and is free of sulfates, parabens and harsh salts.

Sun Bum Blonde Purple Shampoo

What we like
  • Works well with other products
  • Smells nice
Something to note
  • A little pricey for its size

Formula: Creamy | Best for: Natural or color-treated blonde and brown hair | Scent: N/A | Recommended use: 1-2x a week | Sulfate-free? Yes

We love this gentle formula that not only works wonders to brighten blonde and brown hair of all kinds, but it’s also formulated with nourishing and deeply hydrating ingredients like banana, spirulina, violet extracts and sunflower seed oil. Bonus? It comes with UV protection.

Kristen Ess The One Purple Shampoo

What we like
  • Brings "blonde back to life!"
  • "Eliminates" brassy strands
Something to note
  • Reviewers note shedding
  • "Super drying"

Formula: Liquid | Best for: Toning blondes + brunettes | Scent: Pear, sandalwood, magnolia | Recommended use: Weekly | Sulfate-free? Yes

Reviewers rave about the way this sulfate-free purple shampoo not only makes their hair look, but how it makes their hair feel as well. Not only does it “eliminate” brassiness, but it leaves hair feeling silky smooth as well.

Plus, it truly “brings the blonde back to life,” and sincerely brightens it, according to reviewers.

Kitsch Purple Toning Solid Shampoo

What we like
  • Instructions were clear and easy to follow
  • Reviewers noted a positive difference in brassiness after use
Something to note
  • Shampoo bar left hair feeling dry 
  • Hair felt better, but didn't feel as effective as other blonde remedies

Formula: Bar | Best for: All blondes (treated and natural) | Scent: Like a subtle scented candle | Recommended use: 2+ days a week | Sulfate-free? Yes

For a pick that has eco-friendly ingredients, is free of sulfates and packaged in recycled paper instead of plastic and one that’s a crowd favorite with a couple thousand five-star reviews on Kitsch’s site go for this purple shampoo bar and its accompanying solid purple conditioner. Kitsch’s toning products also include biotin, which is said to strengthen hair strands and boost their shine.

Fanola No Yellow Shampoo

What we like
  • "5/5 stars for affordability and function" 
  • "Affordable and shows phenomenal results" 
Something to note
  • Reviewers noted increased amounts of hair shedding after use

Formula: Liquid | Best for: Gray or de-colored hair | Scent: Like black licorice | Recommended use: Once a week | Sulfate-free? No

This pick from Bertucci also just so happens to be an Amazon reviewer favorite with an impressive 117,000-plus verified five-star ratings.

“I would recommend using a cleansing shampoo first and then following up with the Fanola, just to make sure that you have a nice, clean slate before applying,” Bertucci says.

Oribe Bright Blonde Shampoo

What we like
  • Truly nourishing
  • Fixes brassiness, adds shine
Something to note
  • Not a lot of product for price

Formula: Liquid | Best for: Color-treated hair | Scent: Doesn’t specify | Recommended use: Doesn’t specify, but reviewers used weekly and achieved results | Sulfate-free? Yes

This aptly-named shampoo works to improve upon the blonde tones in your hair by flushing away brassiness and brightening the natural tones. Reviewers note that a little bit of product goes a long way, and that you’ll want to maximize the amount inside.

Redken Color Extend Blondage Color Depositing Purple Shampoo

What we like
  • "Works absolute wonders" in little to no time
  • Keeps blonde hair "looking fresh" 
Something to note
  • Reviewers hair had a purple tint after use
  • Stripped hair of color after receiving highlights

Formula: Thin cream | Best for: Blonde and highlighted hair | Scent: Delicate | Recommended use: 2-3x a week | Sulfate-free? No

Kasey Bertucci, hairstylist and co-founder of Salon 120 West in Boston, likes this shampoo from Redken. Ideal for blonde and highlighted hair, the formula has salicylic acid which she said can also help remove unwanted pigment.

milk_shake Silver Shampoo

What we like
  • Reviewers noted a visible difference after just one use
  • Removes brass 
Something to note
  • Blonde hair turned purple and blue shades after use
  • Reviewers noted this left hair feeling dry

Formula: Thin cream | Best for: Light blonde, bright gray or light hair | Scent: Berry with floral notes | Recommended use: Users recommend once or twice a week | Sulfate-free? No (but SLES-free)

The ingredients of this buzzworthy purple shampoo might indeed call to mind a literal milkshake — organic berries! milk protein! — but those same ingredients also deliver much-needed brightness and nourishment to your thirsty locks (not to mention a wonderful fragrance). Just take it from the almost 9,000 verified Amazon shoppers who’ve rated this option a perfect five stars.

A few tips from several users, though: Make sure to wear gloves (it’ll make your hands purple) and use a salon-quality conditioner the rest of the week for best results.

Amika Bust Your Brass Cool Blonde Shampoo

What we like
  • Leaves hair feeling silky and smooth
  • Has a nice lather while in use, and don't have to use a lot for effective results
Something to note
  • Some felt a burning sensation on scalp after use
  • Left hair feeling greasy

Formula: Creamy | Best for: All hair types (blonde and gray) | Scent: Not listed | Recommended use: Once a week to every other wash | Sulfate-free? Yes

A top-rated crowd favorite, Amika’s purple shampoo can’t be beat when it comes to both banishing brassiness and boosting hydration (key ingredients include keratin and avocado oil, among other nourishing additions). Dozens of reviewers on both Sephora and the brand’s site highlight the shampoo’s creamy, rich formula and how silky and soft their hair feels after a treatment.

Plus, in addition to its violet pigments and vegan proteins, the formula also boasts bond-targeting technology to help prevent breakage.

Olaplex No.4P Blonde Enhancer Toning Shampoo

What we like
  • Helped make blonde color "pop"
  • "Neutralized the brass tones"
Something to note
  • Caused thin hair to fall out
  • May dry out hair

Formula: Runny cream | Best for: Brassy blonde, lightened or gray hair, dry hair | Scent: None | Recommended use: 2-3x a week | Sulfate-free? Yes

Olaplex's No. 4 Blonde Enhancer Toning Shampoo boasts a highly concentrated formula that promises to strengthen and hydrate hair while neutralizing unwanted brassy tones.

"It’s part of their hair-restorative line, so if you are highlighting and your hair feels a little brittle and needs a bit of reconstruction, that’s a great option," Bertucci says.

Stessman is also a fan of Olaplex's shampoo. "It's ultra-pigmented, so I feel like it does a really good job of helping me keep the cool tones in my hair.

Joico Color Balance Purple Shampoo and Conditioner Set

What we like
  • Not only helps to improve and maintain the color, but protect it as well
  • "Leaves my hair soft and manageable" 
Something to note
  • Strong tint that may leave hair purple 

Formula: Creamy | Best for: Blonde and silver hair | Scent: None | Recommended use: 2-3x a week | Sulfate-free? No

Preserve the color of your highlighted, blonde, gray or ombré hair with this purple shampoo and conditioner set. Along with the purple pigment, they contain hair-healthy ingredients like rosehip oil, arginine, green tea extracts and keratin, making it a great all-around treatment.

And don't just take our word for it, you can also look to the impressive Amazon review section for evidence: It currently has over 6,400 glowing (and verified) five-star ratings.

Aveda Blue Malva Shampoo

What we like
  • Hair feels lightweight
  • Others "don't compare"
Something to note
  • Costly

Formula: Liquid | Best for: Chemically-treated hair | Scent: Malva | Recommended use: Doesn't specify | Sulfate-free? No

Known as a premier brand for hair care products, Aveda offers a blue shampoo in a 32-ounce bottle that is sure to last you for months to come. Those with silver, platinum and blonde hair alike all left nothing but promising reviews about this shampoo, that doesn't leave hair feeling heavy yet instead leaves it feeling silky and shiny.

Multiple reviewers noted that they couldn't go back to another blonde shampoo once they started using this one, with one of them adding she's been using it for over 25 years.


How we chose

To come up with our definitive list of the best purple shampoos, the Shop TODAY team spent hours researching, interviewing hair experts and trying out top-rated products (across all budgets) ourselves. We also combed through dozens of product reviews and social media comments, as well as sought out the highest-rated picks on various bestseller lists, to find the best of the best purple shampoos available on the market today.

Meet the experts