What is it?
Purple shampoo reduces brassy tones by 5X* plus instantly repairs fragile blonde hair with bond-building plant technology**. Gently cleanses and restores strength while brightening blonde, silver, and grey hair.

What it does
Benefits: Strengthen and repair blonde hair with this gently cleansing, non-stripping purple toning shampoo. Violet-rich pigments instantly brighten blonde, silver, and grey color and progressively tone hair each time you wash. Plant-derived bond-building in a 96% naturally derived formula*** strengthens hair from the inside out and helps repair damage.

Brighten: Neutralises unwanted yellow and brassy tones by 5X in one use* for brighter color that looks salon-fresh

Featuring Aveda’s own Pure-Fume™ aroma with certified organic ylang-ylang, rose, marjoram, and other pure flower and plant essences.

What else you need to know:

Strengthen: Helps restore and repair fragile, blonde hair
• 96% naturally derived***
• Silicone free
• Leaping Bunny Approved
• Vegan

*Testing on tresses after one use vs. non-toning shampoo.
**Testing on tresses after one use of shampoo and Botanical Repair™ Strengthening Conditioner.
***Per ISO Standard 16128. From plant, non-petroleum mineral, and/or water sources."

How to use
Massage into wet hair. Leave on for 1 - 3 minutes, depending on the desired amount of neutralizing. Rinse thoroughly. Toning results can vary.

To neutralize brassy and yellow tones, use Botanical Repair™ Purple Toning Shampoo each wash day until your desired color is achieved. Then, use weekly or as needed to maintain your desired tone.

Free From: Drying alcohol, Animal derived ingredients, Gluten, Mineral oil, Silicone, SLS/SLES, Sulfite, Synthetic fragrance, Formaldehyde & Releasing, Agents, Parabens, Paraffins, Petrolatum, Phthalates, Triclocarban, Triclosan

Who’s it for
Blonde, silver, and grey hair

What else you need to know
Strengthen: Helps restore and repair fragile, blonde hair
• 96% naturally derived***
• Silicone free
• Leaping Bunny Approved
• Vegan

*Testing on tresses after one use vs. non-toning shampoo.
**Testing on tresses after one use of shampoo and Botanical Repair™ Strengthening Conditioner.
***Per ISO Standard 16128. From plant, non-petroleum mineral, and/or water sources."

Ingredients List
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

At THE ICONIC we do our best to provide you with accurate information about product ingredients, based on information provided to us by our Suppliers. For the most complete and up-to-date information, please refer to the product packaging.

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