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 | Other helpful products | How we chose | Meet the experts
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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 shoppers
John Frieda Violet Crush for Blondes Purple Shampoo
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.
L'Oreal Paris EverPure Sulfate Free Brass Toning Purple Shampoo
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
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.
Kristen Ess The One Purple Shampoo
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
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
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.
Oribe Bright Blonde Shampoo
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.
Redken Color Extend Blondage Color Depositing Purple Shampoo
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.
milk_shake Silver Shampoo
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
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
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
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
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.
Other helpful products for blonde hair
Urban Alchemy Purple Toning Drops
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.
Unite Blonda Oil
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 Blonde 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
Are purple shampoos only good for dyed blonde hair?
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.
How often should I use purple shampoo?
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.
What should I watch out for when using purple shampoo?
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.