It's Not Another Purple Shampoo. This soft gray toning shampoo is made specifically for natural gray, silver, and white hair. It delivers a subtle infusion of high-purity pigments to help counter yellowing and brassiness – gently and gradually. Different from traditional purple shampoos, this sulfate-free formula helps maintain and brighten the light translucent tones in your hair, without staining or drying. Shine is revived. Smoothness is restored. And your natural silvers stay luminous between washes. Leave your hair feeling clean, soft, and hydrated, with noticeably less frizz. Your scalp will feel balanced, comfortable, and cared for. Also works on blonde tones. Developed for Silver Hair. Tested with Silver Hair.* Dermatologist Tested. *Consumer tested in a blinded 2 week study with over 100 testers who have at least 30% natural gray hair.