Wash your way to brighter and stronger lightened toned locks with Not Your Mother's Blonde Moment Tone and Repair Purple Shampoo. This dual-action purple shampoo packs intense toning power with bond-repairing benefits and added hydration to keep your lightened hair tones cooler and stronger. Formulated with Bonding Technology, this shampoo for blondes, lightened brunettes, and gray-haired beauties helps support hair and adds strength, smoothing lifted cuticles as it gently cleanses and moisturizes, so even chemically damaged hair feels healthier and more nourished. This purple shampoo is made with dark violet pigments that tone and quinoa that aids in keeping your color bright and cool-toned for longer - wash after wash. Just lather and work into your wet hair and then rinse thoroughly. For best results, follow with Blonde Moment Tone and Repair Purple Conditioner. Safe for use 2-3 times a week on wash day in place of your regular shampoo. Can be used on natural and color-treated blonde hair, silver hair, or light to medium-toned brunette hair with lightened hues (balayage, highlights, lowlights, ombré, and more). It is sulfate surfactant-free, silicone-free, paraben-free, phthalate-free, gluten-free, cruelty-free, and vegan.