They are used for tone correction and color protection—brightening blonde tones and helping to neutralize brassiness.
Toning purple shampoos are typically recommended 2–3 times per week; other formulas in the listings show varied guidance, from daily to weekly use.
Claims include reducing brassiness and brightening color; fortifying and strengthening hair; improving volume and thickness; moisturizing and improving scalp condition; and, in one formula, reducing hair loss due to breakage.
Extracts and oils listed include iris and hibiscus, organic argan oil, organic rosemary oil, tea tree, lemon, green tea, and sage.
Reviewers most often describe the scent as pleasant or mild and report overall satisfaction; some reviews are mixed, but many note the fragrance is not overpowering.
Typical instructions: apply to wet hair, massage into a lather, rinse, and follow with conditioner. Regular formulas may be used daily or on wash days; purple toning shampoos are generally recommended 2–3 times per week.
