What it Does For grey & blonde hair Sulfate, gluten, soy and paraben-free cleansing Brightens grey and blonde hair Highly pigmented; the most effective toning shampoo on the market An innovative blue-violet pigmented shampoo to enhance blonde and grey hair while neutralizing yellow to brassy tones During the original formulation, FDNC violet #2 is commonly used in other blonde-toning shampoos/conditioners. LOMA’s Violet Shampoo and Conditioner is much more effective in toning and neutralizing warm tones. How to Use Wet hair, apply the desired amount, lather, rinse and follow with LOMA Violet Conditioner. Violet Shampoo is very pigmented, so if you use it as an everyday shampoo, true blondes will see their hair taking on a lilac color. This only needs to be used once or twice a week—test a small inconspicuous piece of hair or ask your stylist for specifics on your hair color and desired blonde shade. This also means that you can mix Violet Shampoo with any other Loma shampoo to dilute the pigment if you want only subtle changes to the tone of your hair. Though violet shampoo is primarily marketed for blondes it can be used on brunette who want to cancel out warm tones in their hair. Many brunettes don't like red in their hair and Violet Shampoo can help cancel out that red without having to color the hair. Hair Type: Wavy, Textured, Curly, Straight, Coily Features: Value Size Concerns: Brightening, Dryness, Strengthening, Brassiness, Nourishing, Conditioning, Damaged, Hydrating Hair Color: Gray, Blonde Fluid Ounces: 33 oz. Ingredients: Anti-Oxidants, Phthalate Free, Aluminum Free, Paraben-Free, Organic, Non-Toxic, Natural, Sulfate-Free, Clean, Gluten Free Hairspray Hold: Light/Flexible Hold Formulation: Liquid Cbd: No Country of Origin: Made in US Ingredients: Aloe Barbadensis Leaf Juice*, Water (Aqua) (Eau), Sodium Cocoyl Isethionate, Sodium Lauroyl Methyl Isethionate, Distearyl Phthalic Acid Amide, Sodium Lauroamphoacetate, Sodium Methyl Cocoyl Taurate, Cocamidopropyl Betaine, Glycerin*, Sodium Methyl Oleoyl Taurate, Creatine, Panthenol, Hydrolyzed Quinoa, Tocopherol, Olea Europaea (Olive) Fruit Oil*, Hydrolyzed Adansonia Digitata Seed Extract, Lavandula Angustifolia (Lavender) Flower/Leaf/Stem Extract*, Foeniculum Vulgare (Fennel) Seed Extract*, Helianthus Annuus (Sunflower) Seed Extract*, Guar Hydroxypropyltrimonium Chloride, Dimethicone, Cetrimonium Chloride, Xanthan Gum, Polyquaternium-7, Sodium Phytate, Ethylhexylglycerin, Chlorphenesin, Benzyl Alcohol, Potassium Sorbate, Sodium Benzoate, Citric Acid, Fragrance (Parfum), Limonene, Coumarin, Basic Blue 99, Ext. Violet 2 (Ci 60730). *Certified Organic Please be aware ingredients are subject to change periodically. It is recommended you check the product packaging prior to use for a complete ingredient list.