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Byrdie / Chloe Jeong
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.
Byrdie Researched & Approved
The Moroccanoil Blonde Perfecting Purple Shampoo wins our top choice thanks to its argan-oil-rich formula and violet pigments that tone both bleached and natural blondes alike. For a cost-effective option, the L'Oreal Paris EverPure Sulfate Free Purple Shampoo delivers hibiscus extract and purple pigments in a vegan formula.
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 in between 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 JOICO artist and ambassador 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.
But finding a purple shampoo that compliments your hair type isn’t exactly straightforward (a simple Google search will garner thousands of results). So we’ve done the hard work for you by compiling a list of the best formulas available for every hair type, from thin to thick to curly to coily to bleached to naturally silver.
Keep scrolling to find the best purple shampoo. Cool, ashy blonde awaits.
Best Overall: Moroccanoil Blonde Perfecting Purple Shampoo
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Smooths hair
Creates shine
Smells great
Scent may be too strong for some
Who else recommends it? Allure, Vogue, and Forbes all picked Moroccanoil Blonde Perfecting Purple Shampoo.
What do buyers say? 86% of 5,800+ Amazon reviewers rated this product 4 stars or above.
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.
Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 2.4 fl. oz. or 6.7 fl. oz. | Byrdie Clean: No | Cruelty-Free: Yes
Best Budget: L'Oreal Paris EverPure Sulfate Free Purple Shampoo
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Courtesy of Target
Effective formula
Affordable
Vegan
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.
Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 6.8 fl. oz. | Byrdie Clean: No | Cruelty-Free: No
Best Drugstore: Fudge Clean Blonde Violet Toning Shampoo
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Amazon
Affordable
Effective formula
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.
Hair Type: All | Sulfate-Free: No | Scent: Original | Size: 8.4 fl. oz. | Byrdie Clean: No | Cruelty-Free: Yes
Best Splurge: Oribe Bright Blonde Shampoo for Beautiful Color
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Courtesy of Nordstrom
Smells great
Effective formula
Nourishing
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.
Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 8.5 fl. oz. | Byrdie Clean: No | Cruelty-Free: Yes
Best for Curly or Kinky Hair: SheaMoisture Purple Rice Water Strength & Color Care Shampoo
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Courtesy of Sally Beauty
Affordable
Contains certified organic ingredients
Nourishing
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.
Hair Type: All | Sulfate-Free: Yes | Scent: Floral | Size: 13.5 fl. oz. | Byrdie Clean: Yes | Cruelty-Free: Yes
Best for Damaged Hair: Amika Bust Your Brass Cool Blonde Shampoo
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Courtesy of Sephora
Strengthening
Creates shine
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.
Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 8 fl. oz. or 33.8 fl. oz. | Byrdie Clean: No | Cruelty-Free: Yes
Best for Frizz: Joico Color Balance Purple Shampoo
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Courtesy of Ulta
Creates shine
Long-lasting results
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.
Hair Type: All | Sulfate-Free: No | Scent: Original | Size: 10.1 fl. oz. | Byrdie Clean: No | Cruelty-Free: Yes
Best for Bleached Hair: Olaplex No.4P Blonde Enhancer Toning Shampoo
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Kohl's
Strengthening
Hydrating
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.
Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 8.5 fl. oz. | Byrdie Clean: Yes | Cruelty-Free: Yes
Best for Colored Hair: Pureology Strength Cure Best Blonde Miracle Filler
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Ulta
Strengthening
Provides UV protection
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.
Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 9 fl. oz. or 33.8 fl. oz. | Byrdie Clean: Yes | Cruelty-Free: Yes
Best for Fine Hair: Kérastase Blond Absolu Anti-Brass Purple Shampoo
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Amazon
Softening
Hydrating
Adds volume
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.
Hair Type: All | Sulfate-Free: No | Scent: Original | Size: 8.5 fl. oz. | Byrdie Clean: No | Cruelty-Free: Yes
Best for Medium to Thick Hair: Shu Uemura Yūbi Blonde Anti-Brass Purple Shampoo for Blonde Hair
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Sephora
Hydrating
Smooths hair
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.
Hair Type: All | Sulfate-Free: No | Scent: Floral | Size: 10 fl. oz. | Byrdie Clean: No | Cruelty-Free: Yes
Best for Natural Blondes: Bumble and bumble Bb.Illuminated Blonde Purple Shampoo
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Ulta
Nourishing
Creates shine
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.
Hair Type: All | Sulfate-Free: Yes | Scent: Original | Size: 8.5 fl. oz. or 33.8 fl. oz. | Byrdie Clean: Yes | 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 the JOICO Artist & Ambassador for Australia/NZ, as well as an experienced creative colorist.
- 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. “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.
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.
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.
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