The basics Highly concentrated purple shampoo cleanses, tones, and repairs while keeping hair hydrated from roots to ends. The benefits Sulfate-free formula creates a rich lather to neutralize brassiness and boost brightness after one use for all blonde, lightened, and grey hair. The uses Scientifically proven 3x brighter compared to top purple shampoos! The bottom line  Apply to wet hair, lather fully, and let process.