What are the benefits of purple shampoos for blonde hair?

“Purple shampoo works by neutralizing any unwanted yellow or warm tones to your blonde or gray hair,” explains Gahan. “Purple sits directly across from yellow on the color wheel, which means it will correct and cool down the hair with the slight purple pigment in the shampoo.” Gahan also points out if your hair is deeper or you’re looking to correct orange, a blue-based option (as opposed to violet) is a better option.

How often should you use purple shampoos for blonde hair?

This depends on the formula you have on hand, and the color/condition of your hair because if you use them too often, you can risk over-toning. “I generally suggest you use your toning shampoo no more than once a week,” says Gahan. “Overuse can cause the hair to look dull or purple in appearance.”

Does purple shampoo get rid of brassy tones?

Yes. Purple shampoo acts like a mild version of a hair color toner , which your colorist applies after bleaching your hair. By using purple shampoo regularly, you can help maintain the cool or neutral tones you had in your hair fresh after coloring.

What's better for brassy hair: blue or purple shampoo?

It depends on the tones in your hair and the level of brassiness. If you’d like to tone the yellow out of your hair, use a purple shampoo. Purple counteracts yellow because they’re opposites in color theory. If you want to remove orange or red tones, use a blue shampoo.

Do I need both purple shampoo and conditioner?

There’s no shortage of purple products to fight brassiness, but you don’t need to use them all at once. Choosing a purple shampoo is a wise choice because then you can use a deep conditioner as often as needed to keep your hair strong and healthy after bleaching. Using too many purple products at once can lead to lilac-tinged hair, so apply sparingly.

What's the difference between toner and purple shampoo?

A purple shampoo is a toning shampoo, but it isn't a toner. A toner is a color product that is mixed with a developer. You leave it on your hair for a set amount of time to allow it to process, and then you rinse it out. A toning shampoo is milder than a toner and doesn’t require a developer.

Will purple shampoo lighten hair?

No. Purple shampoo doesn't lighten hair—that can only be done with a bleaching agent. Purple shampoo works by canceling out yellow tones, which just happen to be opposite purple on the color wheel. As a result, hair will become brighter, and less brassy, not truly lighter.

The 15 Best Purple Shampoos for Blonde Hair of 2023

Lifting your hair to a brighter, lighter, blonder hue is a commitment—a worthy one but a commitment nonetheless. This is because the lightening process leaves the hair porous and more prone to damage, often leading to unwanted dullness, brassiness, and yellow-ish undertones.

While salon upkeep is required to keep things looking fresh, the good news is that there are multiple at-home options. Enter purple shampoos, which can be used between salon visits to keep your hair looking bright and balanced.

“Purple shampoo works by neutralizing any unwanted yellow or warm tones to your blonde or gray hair,” explains hairstylist, Carolyn Gahan. When we think of the color wheel, violet sits opposite yellow. So by applying the tint through your hair, we’re able to cancel out the warmth and restore the hair to its original vibrant state.

Finding a purple shampoo that compliments your hair type isn’t exactly straightforward (a simple Google search will garner hundreds of results). We conducted hours of research on the best purple hair every hair type, from thin to thick, curly, coily, bleached, and naturally silver. After evaluating each formula on its active ingredients, and also having a look at what the formula doesn't contain—namely sulfates that can weigh down your hair, and taking into account overall value, we narrowed down our list. We consulted top stylists for input on their top picks to give you the best in show.

Our Top Picks

Best Overall:

Moroccanoil Purple Shampoo at Amazon

Jump to Review

Best Budget:

L'Oreal Paris EverPure Purple Shampoo

Jump to Review

Best Drugstore:

Fudge Clean Blonde Violet Toning Shampoo at Amazon

Jump to Review

Best Splurge:

Oribe Bright Blonde Shampoo at Amazon

Jump to Review

Best for Curly or Kinky Hair:

SheaMoisture Purple Rice Water Strength & Color Care Shampoo at Amazon

Jump to Review

Best for Damaged Hair:

Amika Bust Your Brass Cool Blonde Shampoo at Amazon

Jump to Review

Best for Frizz:

Joico Color Balance Purple Shampoo

Jump to Review

Best for Bleached Hair:

Olaplex Toning Shampoo

Jump to Review

Best for Colored Hair:

Pureology Best Blonde Miracle Filler

Jump to Review

Best for Fine Hair:

Kérastase Blond Absolu Purple Shampoo at Amazon

Jump to Review

In This Article

Our Picks
Final Verdict
What to Look For
FAQ
How We Researched
Why Trust Byrdie

4.8

Moroccanoil Blonde Perfecting Purple Shampoo

Amazon

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What We Like

Smooths hair
Creates shine
Smells great

What We Don't Like

Scent may be too strong for some

While Moroccanoil might be best known for their argan oil treatments, this toning shampoo is hands-down one of the best we’ve tried (and that’s saying something). The formula contains its signature ingredient while also incorporating violet pigments to brighten natural and bleached blondes, as well as silver and gray hair. It’s sulfate-free, smells delicious, and works for most hair textures, too.

Price at time of publish: $12

Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 2.4 fl. oz. or 6.7 fl. oz. | Cruelty-Free: Yes

L'Oreal Paris EverPure Sulfate Free Brass Toning Purple Shampoo

Amazon

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What We Like

Effective formula
Affordable
Vegan

What We Don't Like

Can leave a residue behind

This drugstore buy is free of sulfates, parabens, harsh surfactants, harsh salts, and is completely vegan, so it’s excellent for those with colored, bleached, or sensitive hair. The rich purple pigment works well to correct orange, yellow, and golden tones, while the hibiscus extract nourishes and softens. Use every second shampoo to maintain a bright, clean blonde.

Price at time of publish: $19

Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 6.8 fl. oz. | Cruelty-Free: No

Fudge Clean Blonde Violet Toning Shampoo

Amazon

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What We Like

Affordable
Effective formula

What We Don't Like

Not for every wash

This top-rated drugstore buy has amassed a large following thanks to its concentrated formula and reasonable price point. But since it’s powerful, we suggest using it as a weekly or biweekly treatment to remove brassy undertones—as opposed to your regular shampoo.

Price at time of publish: $27

Hair Type: All | Sulfate-Free: No | Scent: Original | Size: 8.4 fl. oz. | Cruelty-Free: Yes

4.6

Oribe Bright Blonde Shampoo for Beautiful Color

Amazon

View On Amazon View On Nordstrom View On Sephora

What We Like

Smells great
Effective formula
Nourishing

What We Don't Like

Expensive

If you want a violet toning shampoo that also affords a luxurious hair-washing experience, it’s got to be Oribe’s Bright Blonde formula. It’s extremely gentle and serves up a fine, frothy lather that coats every strand for a fresh, clean, and balanced result. Paraben and sulfate-free, it also comes enriched with botanical extracts (like watermelon and chamomile), plus keratin for strength.

Price at time of publish: $46

Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 8.5 fl. oz. | Cruelty-Free: Yes

SheaMoisture Purple Rice Water Strength & Color Care Shampoo

Amazon

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What We Like

Affordable
Contains certified organic ingredients
Nourishing

What We Don't Like

Could weigh down fine hair

If your texture is on the curlier side, you’ll love the nourishment this formula from SheaMoisture gives. There’s organic shea butter, argan oil, and jojoba oil to restore moisture, while purple rice water subtly brightens. While it’s not as pigmented as other options, the light tint means that it can be used every wash without the risk of over-toning.

Price at time of publish: $20

Hair Type: All | Sulfate-Free: Yes | Scent: Floral | Size: 13.5 fl. oz. | Cruelty-Free: Yes

Amika Bust Your Brass Cool Blonde Shampoo

Amazon

View On Amazon View On Sephora View On Loveamika.com

What We Like

Strengthening
Creates shine

What We Don't Like

Scent may be too strong for some

If you favor a very cool-toned blonde or gray aesthetic, you’ll be a big fan of Amika’s Bust Your Brass shampoo. It’s extremely pigmented, so it works quickly to mitigate warmth from the hair. The formula also utilizes a bond repair technology to improve strength and reduce breakage, while mango butter leaves hair immediately soft and shiny. As sulfate and paraben-free, it’s a great pick for dry, damaged, or bleached styles.

Price at time of publish: $28

Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 8 fl. oz. or 33.8 fl. oz. | Cruelty-Free: Yes

Amazon

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What We Like

Creates shine
Long-lasting results

What We Don't Like

Contains sulfates

If you wish you could maintain a cool, clean blonde for longer, Joico’s Color Balance formula is a dream come true. “Joico Color Balance Purple Shampoo is my favorite because its pigment attaches to the hair fibers and stays put even after multiple washes,” explains Gahan.

“You will see a noticeable difference straight away, and your hair feels mega shiny afterward. This range I also use regularly on my gray clients for that crisp white color." It’s also packed with peptides to support hair integrity and softness.

Price at time of publish: $23

Hair Type: All | Sulfate-Free: No | Scent: Original | Size: 10.1 fl. oz. | Cruelty-Free: Yes

Olaplex No.4P Blonde Enhancer Toning Shampoo

Amazon

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What We Like

Strengthening
Hydrating

What We Don't Like

Expensive

If you want the bond-repairing benefits of Olaplex but don’t want to compromise on your color, No. 4P Blonde Enhancer Toning Shampoo is for you. It contains that brand’s signature bis-aminopropyl diglycol dimaleate—which is known to rebond broken, damaged, or compromised hair—as well as a violet tint to remove unwanted orange, yellow, or golden tones. While it’s effective on both natural and bottle blondes, it’s especially great for bleached hair that’s been damaged in the process.

Price at time of publish: $30

Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 8.5 fl. oz. | Cruelty-Free: Yes

Pureology Strength Cure Best Blonde Miracle Filler

Amazon

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What We Like

Strengthening
Provides UV protection

What We Don't Like

Expensive

If your lightened hair is also prone to split ends and breakage, Pureology’s Strength Cure formula simultaneously tones, hydrates, and fortifies hair. The key is a winning combination of purple orchid, proteins, and antioxidants that are designed to seal and repair while removing golden undertones. There’s also an included UV filter to ward off color fading.

Price at time of publish: $85

Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 9 fl. oz. or 33.8 fl. oz. | Cruelty-Free: Yes

KÃ©rastase Blond Absolu Anti-Brass Purple Shampoo

Amazon

View On Amazon View On Sephora View On Kerastase-usa.com

What We Like

Softening
Hydrating
Adds volume

What We Don't Like

Contains sulfates

Kérastase is the pinnacle of luxury haircare, and this Anti-Brass Shampoo is nothing short of a miracle. The soft, foamy formula uses concentrated violet pigments alongside hyaluronic acid and edelweiss flower to tone the hair while creating touchable volume. It’s not at all heavy or dense, so it works well for finer hair that is either naturally blonde, gray, or bleached.

Price at time of publish: $38

Hair Type: All | Sulfate-Free: No | Scent: Original | Size: 8.5 fl. oz. | Cruelty-Free: Yes

Shu Uemura YÅ«bi Blonde Anti-Brass Purple Shampoo for Blonde Hair

Amazon

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What We Like

Hydrating
Smooths hair

What We Don't Like

Contains sulfates

This shampoo from Shu Uemura contains purple and blue pigments exclusive to the brand for a toning effect you really can’t find anywhere else. There’s also white peony, coconut, and hyaluronic acid for hydration, making it ideal for medium to thick hair types that crave a little extra nourishment.

Price at time of publish: $36

Hair Type: All | Sulfate-Free: No | Scent: Floral | Size: 10 fl. oz. | Cruelty-Free: Yes

Bumble and bumble Illuminated Blonde Purple Shampoo

Amazon

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What We Like

Nourishing
Creates shine

What We Don't Like

Expensive

Toning shampoos can soften skimp on nourishment, which is difficult if you have naturally dry, frizzy hair. But Bumble and bumble’s Bb.Illuminated formula is rich in hazelnut seed oil, coconut, and glycerin to restore lost moisture and foster shine. And then there is the toning element, which works equally well on natural or lightened hair. Bonus: there’s even amethyst extract for a little sparkle.

Price at time of publish: $85

Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 8.5 fl. oz. or 33.8 fl. oz. | Cruelty-Free: Yes

John Frieda Violet Crush for Blondes Purple Shampoo

Amazon

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What We Like

Hydrating
Doesn't stain skin
Affordable

What We Don't Like

Works better for warmer highlights

This shampoo deposits crushed violet pigments into blonde hair to counteract brassiness. It lathers well without being too sudsy or staining skin. What makes this shampoo so great for highlights is its peroxide-free formula that doesn't need to be left on hair long for results. Reviewers note a difference after one shampoo.

Price at time of publish: $12

Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 8.3 fl. oz | Cruelty-Free: Yes

Redken Color Extend Blondage Color Depositing Purple Conditioner

Amazon

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What We Like

Eliminates yellowish, brassy tones
Creates a cooler-toned blond
Very noticeable results

What We Don't Like

Not recommended for daily use
Contains PEGs

If you want your salon-lightened hair to last longer between treatments, this one's for you. Redken Blondage Shampoo contains deep purple color-depositing pigments that eliminate yellowish, brassy tones and leave a cooler blonde hue in their wake. This product can be a bit drying if you use it every day, but don't worry—it'll still work wonders when you lather up just two to three times a week.

Price at time of publish: $25

Hair Type: Color-treated | Sulfate-Free: Yes | Scent: Citrus | Size: 10.1 or 33.8 fl. oz | Cruelty-Free: No

Klorane Anti-Yellowing Shampoo with Centaury

Ulta

View On Ulta View On Kloraneusa.com

What We Like

Plant-based formula
Naturally sourced pigments
Leaves hair shiny and soft

What We Don't Like

May stain hands/shower

If your hair is platinum, white, silver, or otherwise bleached an ultra-light hue, go with Klorane. This plant-based shampoo gives unwanted yellow and copper tones the boot while leaving hair nourished, shiny, and soft. The purple pigments come from organic centaury herb, and while the naturally sourced ingredient works remarkably well, we should note it might temporarily stain your hands or the shower.

Price at time of publish: $22

Hair Type: All | Sulfate-Free: No | Scent: Floral | Size: 13.5 fl. oz | Cruelty-Free: Yes

Final Verdict

We’re giving top honors to Moroccanoil's Blonde Perfecting Shampoo, which is packed with argan oil to repair the hair from the inside out while keeping brassy and orange tones and bay. The sulfate-free formula is also super gentle, making it great for all hair types. For curly and kinky hair, we recommend SheaMoisture's Purple Rice Water Strength + Color Care Shampoo. It's ultra-hydrating to restore moisture to dry and damaged hair while protecting your color. Finally, a shout-out to the Olaplex No.4P Blonde Enhancer Toning Shampoo for combining its hair-strengthening benefits with violet pigments to simultaneously repair and refresh the hair.

Meet the Expert

Carolyn J. Gahan is an experienced creative colorist, with extensive blonde and lightening experience.
Sabrina Yamani Yamga is an award-winning colorist and extension specialist at SPACE by Alex Brown in Chicago.

What to Look For in a Purple Shampoo

Purple Tone

Different purple tones neutralize different brassy shades. For example, violet is great at counteracting yellow tones in light blonde hues, as with Moroccanoil Blonde Perfecting Purple Shampoo and Fudge Clean Blonde Violet-Toning Shampoo.

“If your hair is more of a brassy orange or warm brunette, purple is too light,” says Sabrina Yamani Yamga, an award-winning colorist and extension specialist at SPACE by Alex Brown in Chicago. “So you'll want to opt for a blue shampoo.”

Nourishing Ingredients

As Yamga notes, purple shampoos can be drying. So look for hydrating ingredients like argan oil, shea butter, and keratin amino acids. These are meant to ensure hair is soft, smooth, and shiny after washing.

Oribe Bright Blonde Shampoo is a great choice if you want something that not only lightens but also improves the texture of your hair. If the price is too steep, go with something like L'Oreal Ever Pure Purple Shampoo.

Sulfate-Free Formula

Sulfates can do a number on your hair, so if your hair is on the drier side already, opt for a sulfate-free purple shampoo. A sulfate-free purple shampoo will be gentle while still being effective at getting rid of unwanted brassy tones.

SheaMoisture Purple Rice Water Strength + Color Care Shampoo and Amika Bust Your Brass Shampoo are a couple of our favorite sulfate-free formulas.

FAQ

What are the benefits of purple shampoos for blonde hair?

“Purple shampoo works by neutralizing any unwanted yellow or warm tones to your blonde or gray hair,” explains Gahan. “Purple sits directly across from yellow on the color wheel, which means it will correct and cool down the hair with the slight purple pigment in the shampoo.”
Gahan also points out if your hair is deeper or you’re looking to correct orange, a blue-based option (as opposed to violet) is a better option.
How often should you use purple shampoos for blonde hair?

This depends on the formula you have on hand, and the color/condition of your hair because if you use them too often, you can risk over-toning. “I generally suggest you use your toning shampoo no more than once a week,” says Gahan. “Overuse can cause the hair to look dull or purple in appearance.”
Does purple shampoo get rid of brassy tones?

Yes. Purple shampoo acts like a mild version of a hair color toner, which your colorist applies after bleaching your hair. By using purple shampoo regularly, you can help maintain the cool or neutral tones you had in your hair fresh after coloring.
What's better for brassy hair: blue or purple shampoo?

It depends on the tones in your hair and the level of brassiness. If you’d like to tone the yellow out of your hair, use a purple shampoo. Purple counteracts yellow because they’re opposites in color theory. If you want to remove orange or red tones, use a blue shampoo.
Do I need both purple shampoo and conditioner?

There’s no shortage of purple products to fight brassiness, but you don’t need to use them all at once. Choosing a purple shampoo is a wise choice because then you can use a deep conditioner as often as needed to keep your hair strong and healthy after bleaching. Using too many purple products at once can lead to lilac-tinged hair, so apply sparingly.
What's the difference between toner and purple shampoo?

A purple shampoo is a toning shampoo, but it isn't a toner. A toner is a color product that is mixed with a developer. You leave it on your hair for a set amount of time to allow it to process, and then you rinse it out. A toning shampoo is milder than a toner and doesn’t require a developer.
Will purple shampoo lighten hair?

No. Purple shampoo doesn't lighten hair—that can only be done with a bleaching agent. Purple shampoo works by canceling out yellow tones, which just happen to be opposite purple on the color wheel. As a result, hair will become brighter, and less brassy, not truly lighter.

How We Researched

To compile this list, our team of editors and contributors spent hours researching the best products on the market in this category, evaluating their key features—like ingredients, shade range, or design—in addition to reviews from customers and other trusted sources. We then used this research to assign a star rating from one to five (five being the best; one being the worst) to certain products on the list.

Why Trust Byrdie

Byrdie contributor Emily Algar has had bleached highlights for most of her life—and because her natural hue is quite warm, she’s spent years (and dollars) testing some of the best blonde toning shampoos on the market. She’s also spent the last six years chatting to various hairstylists and colorists for work (it’s a tough life), gathering industry tips about the next products for every hair type and condition.

The 14 Best Drugstore Hair Dyes of 2023

Article Sources

Byrdie takes every opportunity to use high-quality sources, including peer-reviewed studies, to support the facts within our articles. Read our editorial guidelines to learn more about how we keep our content accurate, reliable and trustworthy.

Becker LC, Bergfeld WF, Belsito DV, Hill RA, Klaassen CD, Liebler DC, Marks JG Jr, Shank RC, Slaga TJ, Snyder PW, Gill LJ, Heldreth B. Safety Assessment of Glycerin as Used in Cosmetics. Int J Toxicol. 2019 Nov/Dec;38(3_suppl):6S-22S. doi: 10.1177/1091581819883820. PMID: 31840548.