Aveda Purple Toning Shampoo for Blonde, Silver & Grey Hair — 6.7 fl oz, Silicone-Free, Bond-Building

Aveda Botanical Repair Purple Toning Shampoo is a violet-toned, 96% naturally derived cleanser that brightens blonde, silver, and grey hair while helping to strengthen and repair fragile strands.

Keep brassiness at bay with a shampoo designed to clarify and tone without harsh ingredients. This formula uses purple pigments to neutralize yellow and orange undertones immediately, while plant-based bond-building technology works to reinforce weakened hair from within. Free from silicones, drying alcohols, sulfates, parabens, and animal-derived ingredients, the shampoo is crafted for visible brightening and gradual toning on regular use.

How quickly will I see a reduction in brassiness?

Violet pigments deliver an instant neutralizing effect the first time you rinse, reducing unwanted warm tones in a single wash. Continued use refines tone progressively, so regular washes maintain brightness and counter brass buildup between color services.

• Instant neutralization of yellow/brassy tones on first use
• Progressive toning with repeated washes
• Works on blonde, lightened, silver, and grey hair types
• Use each wash day until desired tone, then as-needed maintenance

Will this shampoo damage or dry my hair?

The formula avoids harsh sulfates and drying alcohols and includes plant-derived bond-building agents to help fortify fragile fibers. It cleanses without stripping natural moisture, while supporting repair of weakened areas so hair feels stronger after repeated use.

• 96% naturally derived ingredients per ISO 16128
• Silicone-free, sulfate-free, and free from mineral oil and parabens
• Bond-building plant technology to improve hair resilience
• Gentle cleansing that preserves hair texture and moisture

How do I use it for best results?

Apply to wet hair, massage thoroughly, and leave on for 1–3 minutes before rinsing to allow pigments to act. Toning intensity varies by starting shade and porosity; start with shorter processing times to avoid over-toning and adjust as needed.

• Massage into wet hair until lathered
• Leave on 1–3 minutes depending on desired toning
• Rinse thoroughly; repeat on subsequent wash days if needed
• After desired tone is reached, reduce frequency to weekly or as-needed maintenance

Is it suitable for all hair textures and color processes?

Yes — the shampoo is formulated for natural blonde, highlighted, bleached, silver, and grey hair across textures from straight to curly. It focuses on neutralizing brassy tones while delivering strengthening benefits appropriate for chemically treated and naturally light hair.

• Safe for color-treated and lightened hair
• Effective on coarse, fine, curly, or straight textures
• Helps maintain salon color between appointments
• Free of animal-derived ingredients; vegan and cruelty-free

Who is this for: This shampoo is for anyone with blonde, silver, grey, or lightened hair who wants to remove warm, brassy hues while supporting strand strength. It suits those seeking a cleaner, plant-forward formula that tones on first use and continues to refine color with regular application. Ideal for people who prefer silicone-free, sulfate-free care and want a gentle daily or weekly toning option that complements professional color services.

Ingredients

Ingredients: Water Aqua Eau, Ammonium Lauryl Sulfate, Glycerin, Babassuamidopropyl Betaine, Decyl Glucoside, Glycol Stearate, Hydroxypropylammonium Gluconate, Hydroxypropylgluconamide, Hydroxypropyl Guar Hydroxypropyltrimonium Chloride, Ext. Violet 2 (ci 60730), Citric Acid, Tartaric Acid, Ammonium Sulfate, Sodium Chloride, Fragrance (parfum), Limonene, Linalool, Citronellol, Geraniol, Eugenol, Benzyl Alcohol, Benzyl Benzoate, Benzyl Salicylate, Hydroxycitronellal, Sodium Citrate, Sodium Phytate, Phenoxyethanol, Sodium Benzoate, Potassium Sorbate, Benzoic Acid ILN53626 Please be aware that ingredient lists may change or vary from time to time. Please refer to the ingredient list on the product package you receive for the most up to date list of ingredients.