Aveda Purple Toning Shampoo for Blonde, Silver & Grey Hair — 6.7 fl oz, Silicone-Free, Bond-Building

This shampoo pairs violet pigments with plant-derived bond-building technology to gently cleanse and progressively tone lightened hair. Formulated without silicones, sulfates, drying alcohols, or synthetic fragrances, it brightens brass-prone shades and supports hair integrity with ingredients that are predominantly from natural sources.

How does this shampoo neutralize brassy tones?

The purple pigments counteract unwanted warm and yellow reflections on blonde, silver, and grey hair by depositing cool tones during cleansing. One use can dramatically reduce brassy hues, and repeated washes continue to refine tone without heavy buildup.

• Violet-rich formula deposits neutralizing pigments on the hair surface.
• Progressive toning—use each wash until desired shade is reached, then maintain weekly.
• Developed specifically for lightened and silver hair types to reduce yellowing.

Will it repair weak or damaged blonde hair?

Beyond toning, the shampoo contains plant-derived bond-building actives that help reinforce fragile hair from the inside out. While not a replacement for deep treatments, regular use supports improved resilience and reduces the feeling of brittleness over time.

• Plant-based bond technology helps strengthen internal hair structure.
• Gentle cleansing preserves existing moisture and color integrity.
• Suitable for all textures—works on fine, medium, and coarse lightened hair.

How should I use it for the best results?

Apply to wet hair, massage thoroughly, and leave the shampoo on for 1–3 minutes to let the violet pigments work. Rinse well; repeat if needed. For maintenance, reduce frequency once the desired tone is achieved.

• Massage into wet hair and leave for 1–3 minutes before rinsing.
• Use each wash day until target tone is reached, then weekly or as needed.
• Toning results vary by starting color, porosity, and processing history.

Is it safe for color-treated hair and sensitive routines?

Formulated without common harsh additives like sulfates, silicones, and synthetic fragrance, this shampoo is made to be gentle on color-treated strands. It features Aveda’s Pure-Fume aroma from certified organic flower and plant essences rather than synthetic perfume.

• Free from silicones, SLS/SLES, drying alcohols, and parabens.
• Pure-Fume blend uses organic ylang-ylang, rose, and marjoram essences.
• 100% vegan and cruelty-free credentials (Certified B Corp, Leaping Bunny).

Who is this for: This product is aimed at people with blonde, lightened, highlighted, silver, or grey hair who want to control yellowing and maintain brighter, cooler tones without harsh detergents. It suits all textures, including fine and porous hair that needs gentle toning plus bond support, and is a good match for anyone seeking a more naturally derived, salon-grade purple shampoo option.

Ingredients

Ingredients: 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 ILN53626 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.