{"product_id":"eva-nyc-tone-it-down-purple-shampoo-for-blonde-gray-hair-10-fl-oz-anti-brass-conditioning","title":"EVA·NYC Tone It Down Purple Shampoo for Blonde \u0026 Gray Hair — 10 fl oz, Anti-Brass + Conditioning","description":"\u003cp\u003e\u003cstrong\u003eEva NYC Tone It Down Purple Shampoo is a violet-toned cleansing formula that neutralizes brassy yellow in blonde, gray, and lightened hair while conditioning for shine and softness.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis gentle toning shampoo uses ultra-violet pigments and conditioning botanicals to refresh cool tones without over-drying. Formulated for both natural and color-treated blondes as well as silver or gray hair, the product tints away unwanted warmth and deposits moisture from scalp to ends. It’s vegan, cruelty-free, and free of parabens, sulfates, and phthalates, providing salon-style toning in a fragrant ginger rose scent.\u003c\/p\u003e\n\n\u003ch3\u003eHow quickly will I see brassiness fade after using this purple shampoo?\u003c\/h3\u003e\n\n\u003cp\u003eMost users notice a reduction in yellow or brassy tones after their first wash, with progressively cooler, more neutralized color after regular use. Results depend on hair porosity and initial brass level; highly porous or heavily brassy hair may require repeated applications or shorter rinse times.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eImmediate: violet pigments counteract yellow on contact.\u003c\/li\u003e\n  \u003cli\u003eWith regular use: maintains cooler, salon-fresh tone.\u003c\/li\u003e\n  \u003cli\u003eTip: adjust frequency based on how light or porous your hair is.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill this shampoo dry out or damage my colored hair?\u003c\/h3\u003e\n\n\u003cp\u003eEva NYC Tone It Down is formulated to cleanse and tone while conditioning; it contains wild cherry bark, ginger root, fatty acids, and vitamins to nourish strands. Unlike some toners that strip moisture, this shampoo aims to leave hair soft, reduce breakage risk, and improve manageability when paired with a hydrating conditioner.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eContains conditioning botanicals to smooth the hair cuticle.\u003c\/li\u003e\n  \u003cli\u003eFatty acids and vitamins help strengthen and reduce breakage.\u003c\/li\u003e\n  \u003cli\u003eUse with a conditioner for best moisture balance and shine.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this purple shampoo safe for all types of blonde, gray, or chemically treated hair?\u003c\/h3\u003e\n\n\u003cp\u003eYes — the formula works on natural blondes, bleached or highlighted hair, silver and gray tones, and most color-treated or keratin-treated hair. Because it deposits violet pigments rather than harsh chemicals, it’s suitable for routine toning, though people with extremely fragile or freshly colored hair should follow stylist guidance.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eSuitable for natural and color-treated blondes and grays.\u003c\/li\u003e\n  \u003cli\u003eCompatible with keratin, Brazilian, and other smoothing treatments.\u003c\/li\u003e\n  \u003cli\u003eFor best results, follow usage instructions and consult your colorist if needed.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use this shampoo to avoid over-toning or purple residue?\u003c\/h3\u003e\n\n\u003cp\u003eApply to wet hair, lather, and leave on for a short period (start with 1–2 minutes) before rinsing; extend dwell time slowly if more toning is needed. Frequency varies—some users use it weekly, others every other wash—so test and adjust to maintain the desired coolness without a violet cast.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eStart with a brief 1–2 minute application, then rinse thoroughly.\u003c\/li\u003e\n  \u003cli\u003eIncrease time gradually only if brassiness persists.\u003c\/li\u003e\n  \u003cli\u003eUse a moisturizing conditioner after to restore softness and prevent dryness.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: Eva NYC Tone It Down Purple Shampoo is designed for anyone seeking to neutralize yellow or brassy tones in blonde, silver, or lightened hair while preserving softness and shine. It’s ideal for people who want an easy at-home toning step compatible with color-treated, keratin-treated, or natural cool-toned hair and prefer vegan, sulfate- and paraben-free products with a fresh ginger rose scent.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eWater, Sodium C14-16 Olefin Sulfonate, Cocamidopropyl Betaine, Glycerin, Glycol Stearate, PEG-7 Glyceryl Cocoate, Disodium Cocoamphodiacetate, Prunus Serotina (Wild Cherry) Bark Extract, Zingiber Officinale (Ginger) Root Extract, Persea Gratissima (Avocado) Oil, Hydrolyzed Vegetable Protein, Panthenol, Cetrimonium Chloride, Guar Hydroxypropyltrimonium Chloride, Polyquaternium-7, PEG-150 Distearate, PEG-12 Dimethicone, Decyl Glucoside, Sodium Methyl Cocoyl Taurate, Sodium Phytate, Aminomethyl Propanol, Dehydroacetic Acid, Citric Acid, Benzyl Alcohol, Fragrance, Ext. Violet 2 (CI 60730)\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use Eva NYC Tone It Down purple shampoo?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use it once a week to start, adjusting to every other wash or more often depending on brassiness and hair porosity.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use this on freshly colored or keratin-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes; it’s compatible with color and keratin treatments, but consult your stylist if hair is very fragile or newly processed.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"EVA·NYC","offers":[{"title":"Default Title","offer_id":51486300864745,"sku":"B0DQKTV6NX","price":66.26,"currency_code":"AUD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0801\/7674\/2633\/files\/eva-nyc-front-packaging-tone-it-down-purple-shampoo.jpg?v=1783214985","url":"https:\/\/cervaaustralia.com\/products\/eva-nyc-tone-it-down-purple-shampoo-for-blonde-gray-hair-10-fl-oz-anti-brass-conditioning","provider":"Cerva Australia | Professional Beauty Supplies, Skincare \u0026 Cosmetics","version":"1.0","type":"link"}