It's Not Another Purple Shampoo. This soft gray toning shampoo delivers a subtle infusion of high-purity pigments to your hair, countering yellowing and brassiness every time you wash. Different from a purple shampoo, this is a well calibrated dose of toning for your hair that builds over time to brighten and maintain translucent tones of silver, without staining or drying. Works on all shades of grays, whites, and blonde tones too. This sulfate-free formula lathers into a gentle foam that cleanses without stripping, maintaining the integrity of every strand. Rejuvenate shine, moisture, and smoothness. Nourish and condition the scalp. Developed for Silver Hair. Tested with Silver Hair.* Dermatologist Tested. *Consumer tested with over 100 women with at least 30% natural gray hair.