What it is: A purple shampoo that gently yet effectively cleanses hair. Who it's for: All hair types and textures.What it does: When paired with Illuminated Conditioner (sold separately), this shampoo helps illuminate blonde hair by neutralizing brassy tones. It also hydrates, reduces frizz and conditions for moisturized strands. How to use: Apply to damp hair and massage in. Let sit for two minutes then rinse and follow with your conditioner.Pro tips: When using a purple shampoo, it's important to massage and work the shampoo thoroughly from roots to ends to ensure consistent coverage and even toning. Paraben-free; sulfate-free; phthalate-free; formaldehyde donor-free; mineral oil-free; triclosan-free; triclocarban-free Safe for color-treated hair Cruelty-free Vegan Made in the USA