I wanted to create a purple shampoo that was great for toning blondes brunettes, that was also sulfate-free... I’ve always had a hard time finding that combo. If you like ashy tones or even pastel lavender tones, you can use this every time you shampoo. If you like neutral tones, use it only when needed to cut brass. Use this with or without The One Purple Conditioner on natural or color treated hair. Toning time How to: 1. Depending on the thickness of your hair, apply a dime to quarter-sized amount of shampoo into your palm. 2. Apply to wet hair, massaging into the scalp to create a rich lather. 3. With purple shampoo you want to make sure you apply more product where you see more brass. I like to let it sit a little longer toward the top where hair is less porous and tends to be warmer in tone (2-3 min), then I let it run down through the ends where it's more porous for less time (1-2 min). 4. Rinse well and follow with conditioner or a hydrating mask. Tip: Once your hair is toned, pause on using until you need it again. If you ever go overboard, shampoo with a clarifying shampoo condition well. Contains Zip-Up Technology, our proprietary strengthening complex designed to "zip-up" split ends while targeting weak areas of the hair, smoothing the appearance of damaged cuticles and helping to protect hair from environmental stressors and color fade. cruelty free | color keratin safe free of sulfates, parabens, phthalates, silicones, gluten drying alcohols PATCH TEST: Apply a small amount of product to dry, cleansed inner side of elbow. Wait for 48 hours. Do not use this product if you experience any burning, redness, swelling or itching. Please note, ingredient lists may change any time a product is updated. Always check packaging to get the most accurate list of ingredients in each product. Due to packaging updates, packaging may vary. UPC: 840797112193 Weight: 1 lbs