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. How to: 1. Depending on the thickness of your hair, apply a quarter size or more of shampoo into your palm. (If you have super light blonde or porous hair, mix half purple shampoo half regular shampoo to dilute the tone intensity so your hair doesn’t grab lavender tones.) 2. Apply to wet hair, massage into your 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 bit longer toward the root where hair tends to be less porous and more warm. Then I let it run through the ends as I shampoo. 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. cruelty free | keratin safe free of sulfates, parabens, phthalates silicones Contains Zip-Up Technology (tm), 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. 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. CAUTION: THIS PRODUCT CONTAINS INGREDIENTS WHICH MAY CAUSE SKIN IRRITATION ON CERTAIN INDIVIDUALS AND A PRELIMINARY PATCH TEST ACCORDING TO ACCOMPANYING DIRECTIONS SHOULD FIRST BE MADE. THIS PRODUCT MUST NOT BE USED FOR DYEING THE EYELASHES OR EYEBROWS; TO DO SO MAY CAUSE BLINDNESS. WARNING: FOR EXTERNAL USE ONLY. AVOID CONTACT WITH EYES. DO NOT USE ON IRRITATED OR SENSITIVE SCALPS. DISCONTINUE USE IF IRRITATION OCCURS. KEEP OUT OF REACH OF CHILDREN. AVOID CONTACT WITH HOUSEHOLD SURFACES AND FABRICS TO PREVENT STAINING. IF CONTACT OCCURS, CLEAN UP IMMEDIATELY. WASH HANDS THOROUGHLY AFTER EACH USE. SUNBURN ALERT: THIS PRODUCT CONTAINS AN ALPHA HYDROXY ACID (AHA) THAT MAY INCREASE YOUR SKIN'S SENSITIVITY TO THE SUN AND PARTICULARLY THE POSSIBILITY OF SUNBURN. USE A SUNSCREEN, WEAR PROTECTIVE CLOTHING, AND LIMIT SUN EXPOSURE WHILE USING THIS PRODUCT AND FOR A WEEK AFTERWARDS. 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. UPC: 840797141148 Weight: 2.5 lbs