Purple shampoo reduces brassy tones by 5X* plus instantly repairs fragile blonde hair with bond-building plant technology**. Gently cleanses and restores strength while brightening blonde, silver, and grey hair.

Suitable for
• All types of blonde, lightened, and silver hair
• Fine, medium, and thick hair types
• 1A – 4C hair texture
• Safe for chemically processed hair

Aroma
Featuring Aveda’s own Pure-Fume™ aroma with certified organic ylang-ylang, rose, marjoram, and other pure flower and plant essences.

Strengthen and repair blonde hair with this gently cleansing, non-stripping purple toning shampoo. Violet-rich pigments instantly brighten blonde, silver, and grey color and progressively tone hair each time you wash. Plant-derived bond-building in a 96% naturally derived formula*** strengthens hair from the inside out and helps repair damage.

Brighten: Neutralises unwanted yellow and brassy tones by 5X in one use* for brighter color that looks salon-fresh
Strengthen: Helps restore and repair fragile, blonde hair

• 96% naturally derived***
• Silicone free
• Leaping Bunny Approved
• Vegan

^*Testing on tresses after one use vs. non-toning shampoo.
^**Testing on tresses after one use of shampoo and Botanical Repair™ Strengthening Conditioner.
^***Per ISO Standard 16128. From plant, non-petroleum mineral, and/or water sources.

How to use
Massage into wet hair. Leave on for 1 - 3 minutes, depending on the desired amount of neutralising. Rinse thoroughly. Toning results can vary.

To neutralise brassy and yellow tones, use Botanical Repair™ Purple Toning Shampoo each wash day until your desired color is achieved. Then, use weekly or as needed to maintain your desired tone.

Regimen
• Step 01. Pre-cleanse hair with Botanical Repair™ Bond-Building Pre-Shampoo Treatment
• Step 02. Cleanse weekly or as needed with Botanical Repair™ Purple Toning Shampoo
• Step 03. Condition with Botanical Repair™ Strengthening Conditioner (or alternate with Intensive Strengthening Masque Light or Rich, weekly or as needed)
• Step 04. Protect from heat styling (up to 450º F) with Botanical Repair™ Strengthening Leave-In Treatment
• Step 05. Smooth and create hold with Botanical Repair™ Bond-Building Styling Creme
• Step 06. At night, apply Botanical Repair™ Strengthening Overnight Serum

Water\Aqua\Eau, Ammonium Lauryl Sulfate, Glycerin, Babassuamidopropyl Betaine, Decyl Glucoside, Glycol Stearate, Hydroxypropylammonium Gluconate, Hydroxypropylgluconamide, Hydroxypropyl Guar Hydroxypropyltrimonium Chloride, Ext. Violet 2 (Ci 60730), Citric Acid, Tartaric Acid, Ammonium Sulfate, Sodium Chloride, Fragrance (Parfum), Limonene, Linalool, Citronellol, Geraniol, Eugenol, Benzyl Alcohol, Benzyl Benzoate, Benzyl Salicylate, Hydroxycitronellal, Sodium Citrate, Sodium Phytate, Phenoxyethanol, Sodium Benzoate, Potassium Sorbate, Benzoic Acid

Please be aware that ingredient lists may change or vary from time to time. Please refer to the ingredient list on the product package you receive for the most up to date list of ingredients.

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100% post-consumer HDPE bottle

We use 100% renewable electricity fueled by our 3.6 acre, 1.52MW onsite solar array, plus wind power credits and offsets. And, in 2007, we were the first beauty company to begin manufacturing with 100% wind power at its primary facility.