"My hair is bleached ash blonde from dark brown so it’s very very dry, and most purple shampoos tend to strip my hair of whatever moisture it had left, leaving it matted and sad. Not the case ...

Reviewers say the shampoo doesn’t turn their blonde hair purple over time ... itself is gentle on their hair and scalp, doesn’t strip it of too much moisture, and improves the vibrancy ...

"Purple shampoo neutralises the yellow in blonde hair, leaving a creamy to ash result," explains leading colourist and celebrity favourite, Josh Wood. "This is because yellow and purple sit ...