Forever Blonde Shampoo 300ml

$39.95

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Why You’ll love it

See dull, brassy blonde turn cooler, clearer, and smoother in one wash.

Helps soften coarse blonde lengths for easier detangling and styling.

Leaves hair feeling fresh, lightweight, and clean at the roots.

Adds a soft, light-reflecting sheen without a heavy, coated feel.

Description

Pure Forever Blonde Shampoo is a brightening cleanser that helps keep blonde hair clear, soft, and glowing.

This gentle shampoo works to wash away daily build-up while helping to reduce yellow, brassy tones. Its creamy lather spreads easily from roots to ends, leaving hair feeling clean but not stripped.

Hair feels smooth under your fingers, with a light, fresh scent that doesn’t overwhelm. Once rinsed, lengths feel lighter, silkier, and easier to brush through.

Pure Forever Blonde Shampoo is ideal for natural, highlighted, or bleached blonde hair, and great after salon colour. Use whenever your blonde looks dull, flat, or slightly brassy to bring back a cooler, clearer tone.

Over time, your blonde looks brighter, feels softer, and reflects the light more evenly.

Directions

How To Use Pure Forever Blonde Shampoo

Wet hair thoroughly with warm water
Apply a small amount of shampoo and massage into scalp
Work lather through mid-lengths and ends
Leave on for 1–3 minutes for extra toning
Rinse well until water runs clear
Repeat if hair is heavily styled or very oily
Follow with a nourishing conditioner or mask

Ingredients

Pure Forever Blonde Shampoo Ingredients

Aqua (Water), Sodium Laureth Sulfate, Cocamidopropyl Betaine, Sodium Chloride, Glycerin, PEG-7 Glyceryl Cocoate, Laureth-4, Citric Acid, Polyquaternium-10, Parfum (Fragrance), Sodium Benzoate, Potassium Sorbate, Tetrasodium EDTA, CI 60730 (Ext. Violet 2).

Note: Please refer to bottle for full ingredients.

Aqua Solvents

Solvent

The water base that carries and dissolves the other ingredients in most products.

May suit
All hair and skin types.

Worth knowing
Almost always the first ingredient listed in water-based products.
Sodium Laureth Sulfate Cleansers / surfactants

Cleanser

Helps cleanse the hair and scalp by removing oil, sweat and product build-up.

May suit
Oily scalps, heavy product users and people who like a strong cleanse.

Worth knowing
May feel too cleansing for some dry, curly, colour-treated or sensitive hair types. This depends on the full formula and your hair needs.
Cocamidopropyl Betaine Cleansers / surfactants

Cleanser / foam booster

A milder co-surfactant that helps cleanse, boost foam and soften the feel of stronger cleansers.

May suit
Most hair types, including those wanting a gentler wash.

Worth knowing
Often paired with other surfactants to make a formula feel milder.
Sodium Chloride Thickeners and stabilisers

Viscosity adjuster

Sodium Chloride is used to adjust the thickness of shampoos and other cleansing formulas.

May suit
Those interested in how a product’s texture and lather are achieved.

Worth knowing
It is a simple mineral salt that helps create a familiar shampoo feel and can influence how a cleanser spreads through the hair.
Glycerin Humectants

Humectant

Attracts and holds water to help hair feel hydrated and soft.

May suit
Dry or dehydrated hair, and many curl and moisture routines.

Worth knowing
A very common, well-tolerated humectant used across countless products.
PEG-7 Glyceryl Cocoate Cleansers / surfactants

Mild surfactant and emollient

A gentle, non-ionic surfactant that also adds light softness and slip to hair.

May suit
Those looking for mild cleansing with a smoother, less stripped feel.

Worth knowing
It is often included to make cleansing formulas feel more conditioning and to help solubilise oils or fragrances. It pairs well with stronger surfactants to create a more balanced wash.
Laureth-4 Cleansers / surfactants

Solubiliser / mild surfactant

Laureth-4 helps dissolve oils and blend fragrance or active ingredients evenly through a formula.

May suit
Those looking for products with effective cleansing or evenly dispersed ingredients.

Worth knowing
It is commonly used at low levels to support texture and clarity in shampoos and styling products. Despite being a surfactant, it is often included for solubilising rather than strong cleansing.
Citric Acid pH adjusters

pH adjuster

Fine-tunes the product pH, which can help the hair surface feel smooth.

May suit
Most hair types as part of a balanced formula.

Worth knowing
Usually present in small amounts to balance the formula.
Polyquaternium-10 Conditioning agents

Conditioning agent

A conditioning polymer that smooths the hair surface and helps with detangling and feel.

May suit
Most hair types wanting smoother, easier-to-manage hair.

Worth knowing
Widely used in shampoos and conditioners for slip and softness.
Parfum Fragrance ingredients

Fragrance

Gives the product its scent.

May suit
People who enjoy a scented product.

Worth knowing
Fragrance preference is personal. Some people prefer fragrance-free formulas by choice.
Sodium Benzoate Preservatives

Preservative

Helps protect water-based products from spoilage so they stay usable.

May suit
All products that need a preservative system.

Worth knowing
Often paired with other preservatives for broad protection.
Potassium Sorbate Preservatives

Preservative

Helps keep haircare formulas stable by preventing the growth of microbes.

May suit
Anyone who uses water-based products that benefit from reliable preservation.

Worth knowing
It is commonly used alongside other preservation systems to maintain product freshness and extend shelf life. It is generally well tolerated in rinse-off and leave-in products.
Tetrasodium EDTA Chelating agents

Chelating agent

Helps bind metal ions in water to improve product stability and performance.

May suit
Those in hard-water areas who want shampoos and conditioners to rinse more cleanly.

Worth knowing
Chelating agents can support formula consistency and help prevent minerals from depositing on the hair or interfering with product texture. They are widely used in many rinse-off and leave-in formulations.
Acid Violet 43 Colourants

Colourant

A synthetic violet dye used to add colour or adjust tones in haircare products.

May suit
People using colour-depositing shampoos, conditioners or masks may find it relevant.

Worth knowing
It is commonly used in purple and violet toning formulas to help reduce the appearance of brassy or yellow tones in lightened hair. It is present in very small amounts to achieve precise colour effects.