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 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 might 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 experts
Affordable award winner: L'Oreal Paris EverPure Sulfate Free Brass Toning Purple Shampoo
- Keeps hair looking "fresh and bright"
- Hair can go longer between washes and appointments
- 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 16,000 verified five-star ratings), enriched with hibiscus and purple pigments and is free of sulfates, parabens and harsh salts.
Added UV protection: Sun Bum Blonde Purple Shampoo
- Works well with other products
- Smells nice
- 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.
Associate editor Sierra Hoeger is a fan of Sun Bum’s products. "I’ve been using their hair lightening spray for as long as I can remember. When they came out with purple shampoo and conditioner, it seemed like the obvious choice to keep my hair looking light and non-brassy. This set was easy to incorporate into my routine, and it works in tandem with their other hair care products, such as their scalp scrub and hair lightening spray," she says.
Leaves hair "silky" smooth: Kristen Ess The One Purple Shampoo
- Brings "blonde back to life!"
- "Eliminates" brassy strands
- 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 also leaves hair feeling silky smooth.
I [Emma Stessman] have been using this shampoo for the last few months and have been loving how well it neutralizes the brass and makes my hair look more like the white blonde shade that I left the salon with. It's super pigmented, so sometimes I combine it with one of my hydrating shampoos to help get more uses from the bottle.
Plus, it truly “brings the blonde back to life,” and sincerely brightens it, according to reviewers.
Ideal for gray hair: Fanola No Yellow Shampoo
- "5/5 stars for affordability and function"
- "Affordable and shows phenomenal results"
- 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 is from Kasey Bertucci, a hairstylist and co-founder of Salon 120 West in Boston, and it 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.
Recommended for highlights: Redken Color Extend Blondage Color Depositing Purple Shampoo
- "Works absolute wonders" in little to no time
- Keeps blonde hair "looking fresh"
- 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
Bertucci likes this shampoo from Redken, too. Ideal for blonde and highlighted hair, the formula has salicylic acid which she said can also help remove unwanted pigment.
Hydrating option: Amika Bust Your Brass Cool Blonde Shampoo
- Leaves hair feeling silky and smooth
- Has a nice lather while in use, and don't have to use a lot for effective results
- 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).
"I've been trying to use blonde shampoo on a more consistent basis because I dislike how dark my hair gets during the winter months," says Hoeger. "... and have been loving how soft it makes my hair feel after use. Plus, I feel like I can go longer between washes with this set."
Plus, in addition to its violet pigments and vegan proteins, the formula also boasts bond-targeting technology to help prevent breakage.
Worth the splurge: Olaplex No.4P Blonde Enhancer Toning Shampoo
- Helped make blonde color "pop"
- "Neutralized the brass tones"
- 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.
I [Stessman] am 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.
Nivea Skin Firming and Toning Gel Cream
This cream promises to improve firmness in as little as two weeks.
$13.98
Amazon
LilyAna Naturals Eye Cream
This eye cream promises to reverse signs of aging.
$22.99
Amazon
$29.99
LilyAna Naturals
Bio-Oil Skincare Body Oil Serum
Our editors love this oil for hydration without a greasy feel.
$21.49
$23.49
Amazon
Nail-Aid Keratin 3 Day Growth Nail Treatment & Strengthener
This treatment can be used as both a base and top coat.
$4.48
Amazon
Essence Lash Princess Mascara
We love this affordable formula that doesn’t compromise lift.
$4.99
Amazon
$4.99
Ulta
$4.99
Target
Clinique Almost Lipstick in Black Honey
One editor has been wearing this classic shade for over 20 years.
$25.00
Amazon
$25.00
Ulta
$25.00
Nordstrom
Brighten under eyes with this balm.
Winner: Most innovative eye cream
$38.00
Tula
$38.00
Amazon
$38.00
Target
Rizos Curls Curl Defining Cream
Define curls and tame frizz with this nourishing cream.
$15.39
$21.99
Amazon
Resurfacing Retinol Serum
This affordable find is an easy introduction to retinol.
$18.68
$21.99
Amazon
$21.99
Ulta
$18.68
$23.73
Walmart
Laura Geller Baked Color Correcting Foundation
This foundation builds effortlessly to achieve a chic makeup look.
$17.10
$37.00
Amazon
$19.99
$38.00
Laura Geller
L’Oréal Paris Infallible 3-Second Setting Spray Mist
This spray promises to lock in makeup for up to 36 hours.
$10.98
$13.99
Amazon
$10.99
Target
Mielle Scalp & Hair Strengthening Oil
Experts say that rosemary oil can help with hair growth.
$9.97
Walmart
$7.69
$10.99
Ulta
$9.57
Amazon
Best purple shampoos, according to shoppers
Under $10: John Frieda Violet Crush for Blondes Purple Shampoo
- "Worked wonders on my highlighted hair"
- Keeps blonde hair "vibrant and brass-free"
- 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 said 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.
Shampoo bar: Kitsch Purple Toning Solid Shampoo
- Instructions were clear
- Reviewers noted a difference
- Left some hair feeling dry
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.
Made with lavender extract: Oribe Bright Blonde Shampoo
- Truly nourishing
- Fixes brassiness, adds shine
- 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 noted that a little bit of product goes a long way, and that you’ll want to maximize the amount inside.
Formulated with berry extract: Milk_shake Silver Shampoo
- Reviewers noted a visible difference after just one use
- Removes brass
- 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.
Infused with keratin: Drybar Blonde Ale Brightening Shampoo Hair Care
- Good for all hair textures
- Use twice a week
Formula: Creamy | Best for: Brassy blonde and orange tones | Scent: Notes of ginger, mint and sandalwood | Recommended use: Twice a week | Sulfate-free? Yes
If you’re looking for a hydrating hair shampoo to keep your blonde looking fresh, the brand says this option contains keratin to help strengthen processed hair, as well as eliminating brassy, orange and yellow tones.
"Super" hydrating: Bumble and bumble Bb. Illuminated Blonde Shampoo
- Reviewers say it's not drying
- Can reduce frizz
- Not fragrance-free
Formula: Creamy | Best for: All blonde types | Scent: Not listed | Recommended use: Not listed | Sulfate-free? Yes
Reviewers say this shampoo not only takes care of any brassiness, but it also leaves their hair feeling hydrated. “My hair is bleached ash blonde from dark brown so it’s very very dry, and most purple shampoos tend to strip my hair of whatever moisture it had left, leaving it matted and sad. Not the case with this one, it’s super hydrating and you don’t need to go in with a litre of conditioner and a hair mask afterwards,” wrote one Sephora reviewer.
Highly rated set: Joico Color Balance Purple Shampoo and Conditioner Set
- Not only helps to improve and maintain the color, but protect it as well
- "Leaves my hair soft and manageable"
- 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 6,500 glowing (and verified) five-star ratings.
Other helpful products for blonde hair
Softens hair: Unite Blonda Oil
- Feels silky and smooth
- Smells amazing
- Not ideal for oily hair
Formula: Liquid | Best for: Blonde hair | Scent: Malva | Recommended use: 1 to 3 drops on dry or damp hair | Sulfate-free? Yes
The brand Unite offers many styling products for blondes, and the Blonda Oil has a lightweight consistency that offers a silky texture to hair. It’s formulated with argan oil to help protect the hair from heat, UV damage and frizz.
One customer said, “After applying, my hair feels silky and smooth, and it significantly reduces frizz. The scent is pleasant without being overpowering, adding a nice touch to the overall experience.”
Frequently asked questions
We're glad to report that purple shampoos are not just for dyed blondes. It can also be used to touch up highlights, keep trendy pastels looking crisp or give grays (natural or otherwise) those chic blue undertones . Plus, "a natural blonde could use it if their hair is feeling a little dull and they wanted a bit of vibrancy," Grummel says.
Grummel recommends starting by using the product once a week and then bumping it up to two times per week if you feel like you need more. We recommend checking the Q&A or FAQ sections on each shampoo's product page to get specific usage instructions (Amika's shampoo, for example, can be used up to every other day, according to the brand).
The colorist also says that if you use purple shampoo too often, you might notice your hair starting to look a little flat or ashy. You can remedy this by washing with your regular shampoo and conditioner.
In addition to the previously mentioned overuse of purple shampoo, as well as the color it might leave behind on your hands or your tub, many reviewers and users on social media advise using the product alongside a high-quality, hydrating shampoo and conditioner (steering clear of no-name products from the local convenience store). Others also mention making sure to not use these shampoos for too long, as you might be left with violet or lavender hair.
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
- Kasey Bertucci is a hairstylist and co-founder of East//West Salon Co. (formerly Salon 120 West) in Boston.
- Lauren Grummel is a hairdresser and colorist based in New York City.
