I wanted to create a purple shampoo that was great for toning blondes + brunettes, that was also sulfate-free... I’ve always had a hard time finding that combo. If you like ashy tones or even pastel lavender tones, you can use this every time you shampoo. If you like neutral tones, use it only when needed to cut brass. Use this with or without The One Purple Conditioner on natural or color treated hair.
Toning time!
How to: 1. Depending on the thickness of your hair, apply a dime to quarter-sized amount of shampoo into your palm. 2. Apply to wet hair, massaging into the scalp to create a rich lather. 3. With purple shampoo you want to make sure you apply more product where you see more brass. I like to let it sit a little longer toward the top where hair is less porous and tends to be warmer in tone (2-3 min), then I let it run down through the ends where it's more porous for less time (1-2 min). 4. Rinse well and follow with conditioner or a hydrating mask.
Tip: Once your hair is toned, pause on using until you need it again. If you ever go overboard, shampoo with a clarifying shampoo + condition well.
Contains Zip-Up Technology™, our proprietary strengthening complex designed to "zip-up" split ends while targeting weak areas of the hair, smoothing the appearance of damaged cuticles and helping to protect hair from environmental stressors and color fade.
cruelty free | color + keratin safe free of sulfates, parabens, phthalates, silicones, gluten + drying alcohols
PATCH TEST: Apply a small amount of product to dry, cleansed inner side of elbow. Wait for 48 hours. Do not use this product if you experience any burning, redness, swelling or itching.
Please note, ingredient lists may change any time a product is updated. Always check packaging to get the most accurate list of ingredients in each product.
Due to packaging updates, packaging may vary.
This product features our Signature fragrance with notes of ambrette seed, magnolia, pear water, night violet, orris butter. new caledonia sandalwood + white amber.
Scent: Pear, Sandalwood, Magnolia, Amber
Hair Type: Colored, All Hair Types
Health Facts: Sulfate-Free, Silicone-Free, Paraben-Free, Phthalate-Free, Gluten-Free, Aluminum-Free
Product Form: Liquid
Sustainability Claims: Cruelty-Free
Recommended Use: Weekly
Beauty Purpose: Tone Correction, Reduces Brassiness
Features: Rinse-Off
TCIN: 52567229
UPC: 840797112193
Item Number (DPCI): 063-00-3716
Origin: Assem USA w/foreign/dom. parts
If the item details aren’t accurate or complete, we want to know about it.
CAUTION: THIS PRODUCT CONTAINS INGREDIENTS WHICH MAY CAUSE SKIN IRRITATION ON CERTAIN INDIVIDUALS AND A PRELIMINARY PATCH TEST ACCORDING TO ACCOMPANYING DIRECTIONS SHOULD FIRST BE MADE. THIS PRODUCT MUST NOT BE USED FOR DYEING THE EYELASHES OR EYEBROWS; TO DO SO MAY CAUSE BLINDNESS. WARNING: FOR EXTERNAL USE ONLY. AVOID CONTACT WITH EYES. DO NOT USE ON IRRITATED OR SENSITIVE SCALPS. DISCONTINUE USE IF IRRITATION OCCURS. KEEP OUT OF REACH OF CHILDREN. AVOID CONTACT WITH HOUSEHOLD SURFACES AND FABRICS TO PREVENT STAINING. IF CONTACT OCCURS, CLEAN UP IMMEDIATELY. WASH HANDS THOROUGHLY AFTER EACH USE. SUNBURN ALERT: THIS PRODUCT CONTAINS AN ALPHA HYDROXY ACID (AHA) THAT MAY INCREASE YOUR SKIN'S SENSITIVITY TO THE SUN AND PARTICULARLY THE POSSIBILITY OF SUNBURN. USE A SUNSCREEN, WEAR PROTECTIVE CLOTHING, AND LIMIT SUN EXPOSURE WHILE USING THIS PRODUCT AND FOR A WEEK AFTERWARDS. Do not use this product if you experience any burning, redness, swelling or itching.
Shipping details
Estimated ship dimensions: 2.07 inches length x 2.14 inches width x 6.64 inches height
Estimated ship weight: 0.73 pounds
Return details
This item can be returned to any Target store or Target.com.
This item must be returned within 90 days of the date it was purchased in store, delivered to the guest, delivered by a Shipt shopper, or picked up by the guest.
Q: One of my kids got purple highlights and the other got blonde, would this work for both?
submitted by CardinalMom - 11 months ago
A: Hey Cardinal Mom,
Great question! Yes, you can use the Kristin Ess Sulfate Free Purple Shampoo for the purple highlights and the blonde hair. It will help reduce brass and provide intense toning! For real-time answers to all your beauty questions, use the “Chat with a Virtual Beauty Consultant” button on any beauty product page. https://www.target.com/c/beauty/-/N-55r1x
submitted byTarget Beauty Consulting - 11 months ago
Brand expert
Q: My hair is coppery colored, would it make it look light brown?
submitted by Polly - 1 year ago
A: Hey Polly,
Great question! Using the purple shampoo on copper hair might slightly cool down warm tones and reduce brassiness, but it won't drastically change the color. For all your future beauty questions, get real-time answers using the “Chat with a Virtual Beauty Consultant” button, found on every product page.
submitted byTarget Beauty Consulting - 1 year ago
Brand expert
Q: I just got my roots bleached I have platinum blonde hair. got it done tonight. she made them to Golden what can I use to make it lighter and not golden
submitted by Anna - 4 years ago
A: Hey Anna,
The Kristin Ess The One Purple Shampoo Toning can be great to use to cut that brassiness. If you like ashy tones or even pastel lavender tones, you can use this every time you shampoo. For real-time answers to all your beauty questions, use the “Chat with a Virtual Beauty Consultant” button on any beauty product page.
submitted byTarget Beauty Consulting - 4 years ago
Brand expert
Q: Hi, our shower stall stained purple because we didn't clean it off well enough. How can we remove the stains. It is either an acrylic or fiberglass. Is the purple component ammonia based or what?
submitted by CAJ - 4 years ago
A: Happy to help! We can assure you that while this is very uncommon, our purple shampoo is a highly pigmented formula and it's possible for the tone to transfer to porous surfaces. We recommend trying Isopropyl alcohol or Baking Soda to remove the surface stains.
submitted byManufacturer - 4 years ago
Brand expert
Q: Is this Shampoo and Conditioner Hypoallergenic?
submitted by JAN - 5 years ago
A: Hi Jan! This shampoo is not hypoallergenic. Hope this helps!
submitted byTarget Beauty Consulting - 5 years ago
Brand expert
Q: Can I use this purple shampoo on keratin treated hair. Thank you.
submitted by Beth - 5 years ago
A: Thanks for your question! The One Purple Shampoo is free of sulfates and safe to use for all hair types including color + keratin treated hair. Happy Washing!
submitted byKristin Ess Hair - 5 years ago
Brand expert
Q: Good for (naturally) white hair?
submitted by Peg B - 6 years ago
A: Thank you for your question. You can use this Purple Shampoo on white hair, but we strongly recommend to mix the Purple Shampoo with your everyday shampoo. If you need more toning, add more purple shampoo to the mix.
submitted byKristin Ess Hair - 6 years ago
Brand expert
Q: I'm wondering if this product is vegan (free from animal bi-products)?
submitted by Brittney - 6 years ago
A: Thank you for your question, this product is not vegan. It is free of parabens, sulfates, phthalates, silicones + gluten, and it is cruelty free. We're currently working on a vegan formula.
submitted byKristin Ess Hair - 6 years ago
Brand expert
Q: I have black hair am I okay using the purple shampoo, I used it once will it be okay
submitted by Lorena - 6 years ago
A: Hi Lorena, thank you for your question. Just to clarify, when you say black hair, are you referring to color or texture?
If you're referring to color, it will be fine. You won't see any toning effects if your hair is black but there is no harm in using it. If you're looking for something to put a purple hue to your black hair color, this will not be strong enough.
If this is in regards to your natural texture, I would need to know more about you hair color and porosity to give the best possible answer!
Let me know, happy to help.
submitted byKristin Ess Hair - 6 years ago
Brand expert
Q: Is this made for color treated hair
submitted by Chris - 6 years ago
A: Thanks for your question! The One Purple Shampoo works on natural or color-treated hair to deliver an intense ultra-violet toning system for blondes and brunettes.
The product has garnered mixed feedback from guests, with some praising its ability to tone blonde hair effectively while others report significant dryness and hair damage. Many guests appreciate the pleasant scent and the product's strong pigmentation, which helps combat brassiness. However, concerns about hair health and unwanted color changes have led to a divided opinion on its overall effectiveness. Guests suggest using it cautiously, especially on already damaged hair.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
3.9
3.9 out of 5 stars
1063 star ratings
3.9 out of 5 stars with 1063 reviews
effectiveness
3.5 out of 5
effectiveness: 3.46 out of 5
quality
3.3 out of 5
quality: 3.32 out of 5
value
3.4 out of 5
value: 3.42 out of 5
57% would recommend
409 recommendations
5 out of 5 stars
Thumbs up graphic, would recommendWould recommend
19 August, 2026Verified purchase
My fave!
My favorite purple shampoo! I have blonde hair and I prefer cooler tones so this helps me keep the cool tones between hair appts. Does a great job removing brassy blonde.
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
quality
5.0 out of 5
quality: 5 out of 5
value
5.0 out of 5
value: 5 out of 5
Did you find this review helpful?
5 out of 5 stars
Thumbs up graphic, would recommendWould recommend
9 August, 2026Verified purchase
(no review title)
Love the smell of this shampoo!
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
quality
5.0 out of 5
quality: 5 out of 5
value
5.0 out of 5
value: 5 out of 5
Did you find this review helpful?
5 out of 5 stars
9 August, 2026Verified purchase
(no review title)
Works great
Target25
Did you find this review helpful?
1 out of 5 stars
Thumbs down graphic, would not recommendWould not recommend
10 June, 2026Verified purchase
Straw hair
My hair feels like straw after using this. It's so drying. I will not be using this again, it's awful.
Teresa
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
1.0 out of 5
quality: 1 out of 5
value
1.0 out of 5
value: 1 out of 5
Did you find this review helpful?
1 out of 5 stars
Thumbs down graphic, would not recommendWould not recommend
8 June, 2026Verified purchase
(no review title)
I wanted to like this and I only got it because my Target was out of the Saltair purple shampoo. However the two times I have used it I have had a decent amount of hair fall out and I’m not talking like a strand here and there, I would describe it almost as small chunks.
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
1.0 out of 5
quality: 1 out of 5
value
1.0 out of 5
value: 1 out of 5
Did you find this review helpful?
2 out of 5 stars
Thumbs down graphic, would not recommendWould not recommend
24 May, 2026Verified purchase
Purple shampoo
Some days I think this works great to tone my highlighted blonde hair and other times I think it does nothing. I use it about once a week, leave on 5-7 minutes. But it smells great so there’s that. Wouldn’t repurchase so take that for what it’s worth.
SS97
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
3.0 out of 5
quality: 3 out of 5
value
3.0 out of 5
value: 3 out of 5
1 guest found this review helpful. Did you?
1 out of 5 stars
Thumbs down graphic, would not recommendWould not recommend
18 May, 2026Verified purchase
(no review title)
Did not tone down my hair. Hopefully can return
olemissnkc
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
1.0 out of 5
quality: 1 out of 5
value
1.0 out of 5
value: 1 out of 5
Did you find this review helpful?
1 out of 5 stars
Thumbs down graphic, would not recommendWould not recommend
14 May, 2026Verified purchase
Tones To The Detriment Of Hair
Highlighted fine hair was a damaged dry mess after one use. Bleached hair is porous no matter what, so I mixed with my high end moisturizing shampoo per instructions to be safe. Even after conditioning with a rinse out and leave in conditioner, could barely get a comb thru it. Added hydrating oil to styling product and still the texture and appearance feels altered to the negative. Did tone yellow tones but certainly not worth it to hair health. Awful.
PJ
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
1.0 out of 5
quality: 1 out of 5
value
1.0 out of 5
value: 1 out of 5
Did you find this review helpful?
1 out of 5 stars
Thumbs down graphic, would not recommendWould not recommend
23 April, 2026Verified purchase
horrible
made my hair soooo dry and brittle, i have curly hair and i straighten it all the time. never has my hair ever felt this dead after a shower..
Ni
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
1.0 out of 5
quality: 1 out of 5
value
1.0 out of 5
value: 1 out of 5
Did you find this review helpful?
5 out of 5 stars
Thumbs up graphic, would recommendWould recommend
21 April, 2026Verified purchase
Perfect purple shampoo
Amazing! My hair feels so clean after using this brand (I’ve used the purple and the clarifying and swear by both) . Works great at fighting brass
cassidy
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
quality
5.0 out of 5
quality: 5 out of 5
value
5.0 out of 5
value: 5 out of 5
Did you find this review helpful?
5 out of 5 stars
11 April, 2026Verified purchase
(no review title)
Love this conditioner! Helps to keep my hair from looking brassy.
Jan
Did you find this review helpful?
1 out of 5 stars
Thumbs down graphic, would not recommendWould not recommend
2 April, 2026Verified purchase
Drys hair out and makes it feel matted and tangly
So horrible. I like to use sulfate free items because it's generally better for your hair, but this includes an ingredient called olefin sulfonate that I just learned is just as bad for your hair. I've been using this purple shampoo for a while now and I kept wondering why it felt so dry and matted after every wash, and that's why. I only use it once every week or so but I am going to stop using it because it makes my hair feel so horrible
Not worth the hype
effectiveness
2.0 out of 5
effectiveness: 2 out of 5
quality
2.0 out of 5
quality: 2 out of 5
value
1.0 out of 5
value: 1 out of 5
2 guests found this review helpful. Did you?
1 out of 5 stars
9 March, 2026Verified purchase
(no review title)
this shampoo completely ruined my hair. it stained pieces purple after only leaving it sit for two minutes. i brushed it and the purple pieces broke off. doesn’t even make it less brassy either.
ava
1 guest found this review helpful. Did you?
5 out of 5 stars
4 March, 2026Verified purchase
(no review title)
Good shampoo for my teenager.
Amen07
1 guest found this review helpful. Did you?
5 out of 5 stars
Thumbs up graphic, would recommendWould recommend
1 March, 2026Verified purchase
Perfect color w 2 root applications & hairdryer!!
wasnt sure based on reviews but everyones hair and application is different. i chose to trust the happy outcomes. Read to end I address a few things but it came out perfect. Im a 59 yr old grandma to 10 and like my hair silver platinum, im slowly getting my grandmas white hair but until then I have to do it. lol. So, my naturally mousy w grays hair has been lifted lightest blonde past yellow but had some root area brassy "orange" which we all know is uglybwhen youre trying for platinum. The first time i put it on making sure to saturate about 4 inches from scalp down and I used a purple conditioner for the lengths. left on at least 5 minutes (directions say 2 min) some reviews warn about leaving it too long or it goes purple. I rinsed it, still had about 3 inches of yellowy roots. UGH. everything else was toned nicely. my first thought was it was being returned as im trying to tone the roots!! :(. BUT i decided that nothing else i had used including toners was bringing me back to my silver platinum so this time, immediately after the first try, I used a color brush to paint it on exactly where i wanted it and thick.... top of head, crown, base of neck. left it on for another 5 minutes. im one of those that doesnt mind a hint of purple because it usually fades for me in my next wash. so i rinsed it again and it was much better but still didnt look even or what i wanted... slightly yellow roots AND i had ONE small 1/4 wide and 3" long section in my bangs that was purple (sigh) so i pushed on and washed that with salicylic shampoo and that helped. still disappointed i remembered my daughter always saying "DRY IT , ITS GOING TO LOOK DIFFERENT". ANDDD 'Get away from the bathroom light to natural light'. so, i dried it and holy heck IT WORKED!! Its EXACTLY the color i used to have that ive been struggling to get back for 2.5 years after a botched job!! and w this color I got compliments everyday from ppl of all walks of life!! So happy i gave it a go and gave it a 2nd chance. i plan to keep it on hand from now on! (ive tried at least 15 different ones over the years and this is much more pigmented). for stained hands i used a salicylic face wash my granddaughter has in my bathroom. took it right off. hope this helps! dont give up! :)
AutumnLeafSeeker
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
quality
5.0 out of 5
quality: 5 out of 5
value
5.0 out of 5
value: 5 out of 5
4 guests found this review helpful. Did you?
5 out of 5 stars
Thumbs up graphic, would recommendWould recommend
20 February, 2026Verified purchase
(no review title)
Leaves my hair soft. Has a fairly strong scent to it. I don’t mind it.
Debbie
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
quality
5.0 out of 5
quality: 5 out of 5
value
5.0 out of 5
value: 5 out of 5
Did you find this review helpful?
4 out of 5 stars
Thumbs up graphic, would recommendWould recommend
29 January, 2026Verified purchase
Serious Purple Power
This is a very pigmented purple shampoo. I’ve used L’Oréal’s purple shampoo for years, and I often felt like it stained my bathroom walls better than it toned my hair. But the Kristen Ess shampoo is a different story. It can stain your fingers if you’re not careful, but it does an excellent job of actually toning my highlighted hair. I feel like it makes it brighter and blonder the more I use it!
SpookyMoo
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
quality
4.0 out of 5
quality: 4 out of 5
value
4.0 out of 5
value: 4 out of 5
1 guest found this review helpful. Did you?
4 out of 5 stars
Thumbs up graphic, would recommendWould recommend
26 December, 2025Verified purchase
Really purple too soon to tell if it works
This was really very purple, only used once and didn’t see much difference
Sarita
effectiveness
3.0 out of 5
effectiveness: 3 out of 5
quality
3.0 out of 5
quality: 3 out of 5
value
3.0 out of 5
value: 3 out of 5
1 guest found this review helpful. Did you?
3 out of 5 stars
Thumbs down graphic, would not recommendWould not recommend
16 December, 2025Verified purchase
Purple but drying
The purple is super deep and dark which brightens so so well, but it makes my already damaged and dry hair even more dry and fragile. I always have to use a super heavy conditioner with it so I’ll be looking for something else
Mikaela
effectiveness
4.0 out of 5
effectiveness: 4 out of 5
quality
2.0 out of 5
quality: 2 out of 5
value
3.0 out of 5
value: 3 out of 5
4 guests found this review helpful. Did you?
5 out of 5 stars
10 December, 2025Verified purchase
Recommend
So far liking this product which can be used by blonde or brunette and hard to find a formula for the latter. Paired with the extra gentle conditioner for lightweight result. Good products!
