For anyone with lightened, bleached, or gray hair who wants to maintain a cooler tone, the best purple shampoos are a “smart, low effort way to keep blonde and silver hair fresh, bright, and salon-worthy between appointments,” says celebrity hairstylist Ricky Mota. It’s science meets color theory: The violet and purple pigments work to neutralize unwanted yellow and brassy tones in blonde, platinum, white, or gray hair.
Vogue’s Favorite Purple Shampoo
L’Oréal Paris EverPure Sulfate Free Purple Shampoo
Jump to review
The thing is, there’s an art to choosing the right option for you—the wrong purple shampoo can dry out your strands, so it’s worth investing in a high-quality, nourishing formula. Plus, moderation is key—use it too often, and you risk veering into violet territory.
Ahead, everything you need to know about using and choosing the best purple shampoo; plus, Vogue’s favorite formulas to keep color bright and cool-toned, refresh highlights between salon visits, and help reduce brassiness from sun or heat exposure.
In This Story:
Best Overall: Kérastase Blond Absolu Bain Ultra-Violet Purple Shampoo
- Why We Love It: For maximum hydration, Kérastase’s Blond Absolu formula is supercharged with hyaluronic acid, while highly-concentrated deep purple pigments restore blonde and gray shades to their original hue. The addition of edelweiss extract boosts both moisture and shine, according to Mota. Though it’s on the pricier side, you’ll only need to use it once a week, so a single bottle should last a while. The brand recommends leaving it on for at least two minutes (or longer, depending on how much you want to tone down brassiness). for best results
- Key Ingredients: Hyaluronic acid, edelweiss flower, ultra-violet neutralizers
- Best For: Blonde hair, grey hair
- Size: 250 mL
Best for All Hair Types: Dae Violet Hour Purple Shampoo
- Why We Love It: No matter your hair type, whether straight, wavy, curly, or coily, Dae’s Violet Hour Purple Shampoo effectively tones down brassiness while nourishing strands with botanical ingredients like quinoa protein and cactus flower. According to celebrity colorist Rita Hazan, “It’s sulfate-free, vegan, and has a pleasant citrus scent, leaving blonde, gray, or lightened hair bright without drying it out.” However, she cautions that using it too often or leaving it on for too long can result in a slight purple tint.
- Key Ingredients: Cactus flower extract, quinoa protein, moringa leaf extract
- Best For: Blonde, gray, and lightened brunette hair
- Size: 300 mL
Best for Bond Repair: Olaplex No.4P Blonde Enhancer Toning Purple Shampoo
- Why We Love It: With its patented bond building technology, Olaplex’s violet, highly concentrated shampoo repairs and protects hair while tackling brassiness. Best used two to three times per week, this works well on both natural blondes and grays, as well as highlighted and chemically-treated strands. It comes in two sizes, 250 mL and 1000 mL, so if you opt for the larger one, you’ll never have to worry about running out. Plus, complete the regimen with Olaplex’s purple toning conditioner to ensure hair looks shiny and balanced after each wash day.
- Key Ingredients: Violet toning agents
- Best For: Blonde, grey hair
- Size: 250 mL, 1000 mL
Best Drugstore: L’Oréal Paris EverPure Sulfate Free Purple Shampoo
- Why We Love It: For those who don’t want to break the bank or simply wish to test drive the benefits of purple shampoo before splurging on a luxury option, this under-$15 pick from L’Oréal is a great place to start. A drugstore favorite, L’Oréal’s sulfate-free EverPure formula protects color with just the right amount of purple pigments, while hair-loving hibiscus, which is rich in vitamin C, helps boost hair growth and retention. Mota calls it a “great affordable option,” noting that it’s “sulfate-free and easy for weekly maintenance.” It’s not just for true blondes either, as it helps neutralize brassy yellow and orange tones in blonde, bleached, highlighted, and silver hair.
- Key Ingredients: Purple dye, hibiscus
- Best For: Blonde, bleached, highlighted and silver hair
- Size: 200 mL
Best Nourishing: Leonor Greyl Soin Repigmentant Icy Blonde
- Why We Love It: To hydrate extra-parched dry hair, Leonor Greyl’s brightening purple conditioning treatment is infused with meadowfoam seed oil, rice proteins, and babassu butter. Mota notes that it’s technically more of a conditioning treatment than a shampoo, describing it as a “natural, nourishing pigment treatment that tones and softens.” After shampooing, work it through the scalp to the ends and leave on for two to five minutes weekly to remove yellow tones, enhance color, and neutralize very light blonde to blonde hair.
- Key Ingredients: Meadowfoam oil, almond extract, babassu oil
- Best For: Blonde hair
- Size: 200 mL
Best for Damaged Hair: dpHUE Cool Blonde Shampoo
- Why We Love It: To keep your blonde fresh and cool, dpHUE’s gentle cleanser is infused with purple pigments and nourishing ingredients like silk proteins to improve elasticity and prevent breakage. While some purple shampoos can be quite harsh, Mota says this one leans the other way, describing it as “effective yet gentle.” The trick is to leave it on for up to five minutes, then follow with the brand’s Cool Blonde Conditioner once a week to keep hair looking bright and free of brassiness.
- Key Ingredients: Purple pigments, silk proteins
- Best For: Cool blonde hair
- Size: 250 mL
Best for Brassy Hair: Amika Bust Your Brass Shampoo
- Why We Love It: “Amika Bust Your Brass Shampoo is a salon-quality purple shampoo designed to neutralize brassiness in blonde, silver, and gray hair,” says Hazan. It’s infused with nourishing ingredients like quinoa protein and plant butters to help strengthen and hydrate while toning unwanted warm tones. “The shampoo’s violet pigments effectively counteract yellow and orange hues, leaving hair with a cooler, more vibrant appearance.” It also leaves behind a fresh scent of pink grapefruit, apricot, and warm vanilla, turning the chore of wash day into a more indulgent ritual.
- Key Ingredients: Ultra-violet pigments, quinoa protein
- Best For: Yellow and brassy tones
- Size: 275 mL
Best Smoothing: Nexxus Blonde Assure Shampoo
- Why We Love It: Nexxus Blonde Assure Purple Shampoo is a powerful yet gentle way to keep blonde, silver, and bleached hair looking fresh and vibrant, says Hazan. “Since it has keratin protein and violet pigments, it effectively neutralizes unwanted brassiness while helping to strengthen and smooth the hair. It does contain sulfates, which can be drying if overused, so make sure to follow with a rich conditioner to keep hair healthy and hydrated.” It also has a light citrus scent that lingers throughout the day, making it an easy way to fish for compliments.
- Key Ingredients: Glycerin, hydrolyzed keratin
- Best For: Blonde, silver, platinum hair
- Size: 251 mL
Everything You Need to Know
According to Hazan, “Purple shampoo is a toning shampoo infused with violet pigments designed to cancel out unwanted yellow or brassy tones in blonde, silver, gray, or white hair.” Since purple sits opposite yellow on the color wheel, it neutralizes warmth and keeps light-colored hair looking cool and fresh between salon visits. “It won’t dye your hair purple,” she adds. “Instead, it subtly tones and enhances your color without leaving behind a purple tint when used properly.”
The Benefits of Purple Shampoo
When used sparingly, purple shampoo can deliver a range of benefits. Hazan explains that it helps neutralize yellow and brassy tones, prolong salon color results, enhance shine and brightness, and allow for gentle maintenance between appointments. It also works for both natural and color-treated hair and is especially effective for white or gray hair that has started to yellow. “It removes that hollow tint, leaving white hair crisp and clean-looking,” she says.
Who should use purple shampoo?
Hazan says purple shampoo is ideal for natural or dyed blondes (especially platinum, ash, or icy tones), people with silver, gray, or white hair, those with blonde highlights or balayage, and anyone experiencing yellowing from sun exposure, pollution, or hard water. “It’s generally not needed for darker hair unless there are lighter pieces that need toning,” she explains.
What is the downside of purple shampoo?
“Using purple shampoo too often or leaving it on too long can result in a dull, grayish, or even purple tint, especially on very light or porous hair,” says Hazan. “Too much purple shampoo will dull your hair, leaving it not only an odd color but also lacking shine,” she adds. Overuse can also cause dryness, so Mota recommends using it only once or twice a week and always following with a hydrating conditioner.
How to Use Purple Shampoo
To use a purple shampoo, wet the hair and lather on the formula evenly. “Don’t apply it on dry because the hair is more porous, and it will grab too much of the purple tone,” cautions colorist Richy Kandasamy. Once applied evenly, leave it on for two to four minutes, depending on the amount of brassiness or yellow in the hair. “When rinsing the shampoo out of your hair, use cool water, which will help close the cuticle and seal the color.” Following, apply a conditioner, moisturizing hair mask, or leave-in to lock in hydration.
When we test and review a product, we take a holistic approach to deliver well-rounded product recommendations. First, we lean on Vogue’s vast network of experts—from board-certified dermatologists to celebrity hairstylists—to gain professional acumen on the industry’s standout products, ones these specialists would actually use on their clients. We pair their expertise with our editorial best practices to curate the thoughtful edits you read on our site.
As it relates to the top purple shampoos, we selected the best based on the following characteristics: ingredients, lather, the way hair feels following a wash, how long the tones last for, and the hair-care concerns they address. To do this, we paired our own personal tests of each formula with expert guidance and reviewer insights to determine which we would recommend to you.
- Rita Hazan is a celebrity hair colorist (whose clients include Beyonce, Jennifer Lopez, and Aubrey Plaza) and the founder of Rita Hazan Salon.
- Richy Kandasamy is a celebrity hair colorist who specializes in color education, technique, and product development.
- Ricky Mota is a celebrity hairstylist whose clients include Stephanie Suganami and Josie Totah.
Leave a Reply