Joico Color Endure Violet Shampoo

Blondes may have more fun… but trust us, they have a lot more fun when their icy color stays sassy not brassy.

And no shade on the color wheel helps maintain this cool more effectively than violet – the classic counterpoint that banishes oxidized yellowing; maintains the integrity of gray hair; and even turns into an instant at-the-sink toner following a blonde color service. That’s a whole lotta power for purple, don’t you think?

Perfect choice for: Blonde or gray hair that wants to stay calm, cool, and perfected.

Here’s how: Massage into wet hair and allow the shampoo to absorb for three-to-five minutes, then rinse. Repeat the process two or three times per week, alternating with Color Endure Shampoo.

The inside secret: Our Multi-Spectrum Defense Complex comes to the rescue with Antioxidants and UV protectants that fight fading, as well as any tonal changes that can affect the purity of cool hair color. Bio-Advanced Peptide Complex adds molecular strength and reconstruction from cuticle to cortex.