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Details & care
What it is: A low-lather shampoo that maximizes toning benefits as it gently cleanses hair without stripping it.
Who it's for: Ideal for those with blonde, grey or naturally silver hair.
What it does: Formulated to help reawaken salon-fresh blonde color, this shampoo contains violet-rich pigments designed to help neutralize unwanted yellow or brassy tones, leaving hair brighter and more illuminated. It contains a blend of nourishing lightweight oils including açai and passionfruit to hydrate and condition overprocessed hair, returning incredible softness to each strand. It instantly resurfaces the hair fiber to leave hair feeling smooth and healthy. The shampoo features Aveda's own pure-fume™ aroma with notes of osmanthus, certified-organic orange and cedarwood.
How to use: Apply to wet hair. Leave in for 1–3 minutes, then rinse. Follow with conditioner.
- Paraben-free; sulfate-free; silicone-free; mineral oil–free; petrolatum-free; synthetic fragrance–free
- Cruelty-free
- Vegan
- Made in the USA
- Item #6234820
Ingredients
Water\Aqua\Eau, Sodium Cocoyl Isethionate, Propanediol, Glyceryl Oleate, Coco-Glucoside, Sodium Methyl Cocoyl Taurate, Babassuamidopropyl Betaine, Hydroxypropyl Starch Phosphate, Glycol Stearate, Guar Hydroxypropyltrimonium Chloride, Glycerin, Passiflora Edulis Seed Oil, Euterpe Oleracea Fruit Oil, Oryza Sativa (Rice) Bran Oil, Tocopherol, Sodium Chloride, Citric Acid, Fragrance (Parfum), Limonene, Citronellol, Amyl Cinnamal, Geraniol, Hydroxycitronellal, Sodium Phytate, Potassium Sorbate, Sodium Benzoate, Phenoxyethanol, Ext. Violet 2 (Ci 60730).
Ingredients are subject to change at the manufacturer's discretion. For the most complete and up-to-date list of ingredients, refer to the product packaging
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Aveda
Aveda products for women and men are professionally developed and clinically tested, and go to exceptional lengths to be respectful of the earth. A pioneer of holistic beauty, Aveda focuses on the latest botanical ingredients, innovations and salon-style performance developed for a wide variety of hair and skin types.
This brand meets Nordstrom Responsible Brands criteria: Aveda has B Corp certification, representing business practices with emphasis on social and environmental performance, accountability and transparency.
Most helpful positive review
Aug 4, 2022
Impressive results
I love Aveda products and this is no exception, the scent is gorgeous but most importantly I notice that my highlights are really brightened after use. I do find the initial application doesn't lather an awful lot but the second applicaiton (I always shampoo twice) creates a good lather and I then leave the shampoo on for a minute or two and follow with the coordinating conditioner. I love the ethics of this brand and highly recommend for use once or twice per week.
HelsH
Reposted from spacenk.com
Most helpful critical review
Oct 19, 2021
I find nothing to recommend
Doesn’t lather at all even tried rinse repeat didn’t do anything Also lacking in purple toning.
Aveda has hits and misses. Miss on this one.
Hot toddy
1found this helpful
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Hot toddy
Oct 19, 2021
I find nothing to recommend
Doesn’t lather at all even tried rinse repeat didn’t do anything Also lacking in purple toning.
Aveda has hits and misses. Miss on this one.
1found this helpful
savedbygrace5
Verified purchase
Aug 30, 2021
Glad I tried a sample first
I have read this is great for conditioning grey hair. It may be, but I can't get past the smell. Others may not have an issue, but it just isn't a scent that I like at all. I'm really glad I tried a sample size first. I won't try it again.
1found this helpful
Jersey shopper
Verified purchase
July 18, 2023
Good for blonde
Very nice so far, and cheaper than oribe
Was this helpful?
40something
Reposted from spacenk.com
Feb 11, 2023
Good for grey
I have naturally grey hair and I am always looking for the holy grail of purple toning shampoos. This is a lovely shampoo, but it's not quite the one for me. Partly because its effect is more subtle than I'd like, partly because I think it's very expensive. I love that it is free of silicone, sulphates, parabens, fragrance, etc as my scalp is easily irritated and this is a really lovely, gentle shampoo. Nice to use and my hair didn't feel stripped afterwards - some purple shampoos can be a bit harsh but this most definitely isn't.
Kathy dv
Reposted from spacenk.com
Nov 20, 2022
Great for greige blondes!
Purple shampoo is a must if you have creamy blonde highlights and want to stop them from turning brassy over time. Use the shampoo once or twice a week and leave it on for a few minutes. I must say I preferred the original Aveda Blue Malva shampoo - but this one does work.
Vk19
Reposted from spacenk.com
Aug 14, 2022
Good shampoo for highlighted hair
I have recently refreshed the highlights in my hair and was looking for a good purple shampoo. I really like using this product, while it is not as pigmented as other shampoos that I used, it definitely does work and my hair looks fresh and lighter after. I love aveda as a brand and happy to have a more natural product