What it is: A purple shampoo that neutralizes orange, brassy tones in blonde, gray, and silver hair for bright, cool-toned results.
Hair Type: Straight, Wavy, Curly, and Coily
Hair Texture: Fine, Medium, and Thick
Hair Concerns:
- Brassiness
- Color Fading
- Shine
Key Benefits:
- Purple pigments counteract harsh brassy, orange tones
- Enhances shine and softness
- Boosts hair health
Formulation: Liquid
Highlighted Ingredients:
- Wild Cherry Bark Extract: Brings out color, shine, and softness to keep hair manageable, smooth, and silky.
- Keratin: Provides hair with essential proteins to boost strength.
- Avocado Oil: Restores moisture for smooth, hydrated hair.
Ingredient Callouts: Free of sulfates SLS and SLES, parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban, and contains less than one percent of synthetic fragrances. This product is also cruelty-free, gluten-free, and comes in recyclable packaging.
What Else You Need to Know: This highly pigmented purple shampoo counteracts unwanted orange and brassy tones so hair stays light and bright. Perfect for blonde, silver, and gray shades, it delivers cool-toned results—whether hair is natural or bleached. Packed with essential vitamins and minerals, this shampoo makes blonde maintenance a breeze.

Which hair type is it good for?
✔ Straight
✔ Wavy
✔ Curly
✔ Coiled
✔ Tightly Coiled

What it is:
A gently cleansing formula that contains deep purple pigments to cancel out warmth in blonde, gray, and white hair.

Key benefits:
- Cleanses hair without stripping color or moisture
- Enhances shine
- Leaves hair vibrant and healthy-looking

If you want to know more…
This shampoo counteracts brassiness, adds shine, and gently cleanses for the brightest, most beautiful hair. Lemon extract brightens highlights and preserves the integrity of the hair color, while chamomile extract gently boosts tones and increases shine. Keratin—a highly moisturizing protein—reinforces the structure of the hair and helps prevent damage.

What it is formulated WITHOUT:
- Parabens
- Sulfates
- Phthalates

What it is: A hydrating treatment mask that neutralizes brassy and yellow tones in color-treated or natural blonde, gray, and silver hair.

Hair Type: Straight, Wavy, Curly, and Coily

Hair Texture: Fine, Medium, and Thick

Hair Concerns:
- Damage
- Color Fading
- Brassiness

Key Benefits:
- Protects against damage, split ends, and breakage
- Protects color
- Neutralizes brassiness

Formulation: Mask

Highlighted Ingredients:
- Açai Extract: Protects strands and provides ultimate moisture to dry, color-treated hair.
- Pro-Vitamin B5: Hydrates, smooths, and adds vibrancy to dull strands while providing hair with natural body.
- Sunflower Seed Extract: Provides natural UV protection while guarding against dryness, color fading, and brassiness.

Ingredient Callouts: Free of sulfates SLS and SLES and parabens. This product is also vegan, cruelty-free, and gluten-free, and comes in recyclable packaging.

What Else You Need to Know: This color-correcting hair mask is formulated with açai extract and pro-vitamin B5 to hydrate and soften while neutralizing brassy, yellow hues. The violet pigment works to restore and brighten color-treated (or natural) blonde, silver, and gray hair between salon visits.

What it is: An ultra-violet, color-correcting shampoo made with hyaluronic acid that neutralizes lightened, cool-blonde, bleached, or grey hair.

Hair Type: Straight, Wavy, Curly, and Coily

Hair Texture: Fine, Medium, and Thick

Key Benefits:
- Addresses Brassiness

Formulation: Liquid

Highlighted Ingredients:
- Edelweiss Flower: Fills and strengthens fiber damage from within and resurfaces the cuticle for uniform porosity.
- Hyaluronic Acid: Softens and calms sensitized fibers.
- Ultra-Violet Neutralizers: Neutralize brassy and yellow tones.

What Else You Need to Know: The best in professional-level blonde color care, this unique purple shampoo neutralizes brassy and yellow undertones to maintain cool blonde shades while powering against daily hair damage. It is formulated with hyaluronic acid to fill and strengthen fiber damage, leaving hair soft and shiny.

What it is: A concentrated, purple-pigment formula that banishes brass and tones blonde, silver, or violet hair when added to any styling product.

Hair Type: Straight, Wavy, Curly, and Coily

Hair Texture: Fine, Medium, and Thick

Hair Concerns:
- Brassiness
- Shine
- Color Safe

Key Benefits:
- Leave-In Formula Delivers Instant Toning Results
- Add to Your Favorite Cream or Liquid Products
- Ability to Control Dosage for Custom Toning

Formulation: Liquid

Highlighted Ingredients:
- Prickly Pear Cactus Extract: Softens and adds shine.

Ingredient Callouts: Free of sulfates SLS and SLES, parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban. This product is also vegan, cruelty-free, and gluten-free, and comes in recyclable packaging.

What Else You Need to Know: Turn your favorite hair product into a custom-mixed toner to banish brassiness and keep blonde, silver, or violet shades true. For maximum results, add purple pigment drops to leave-in styling products. Press button on the bottom of the tube to dispense drops.

Which hair type is it good for?
✔ Straight
✔ Wavy
✔ Curly
✔ Coiled
✔ Tightly Coiled

What it is:
A purple treatment mask that neutralizes brassy or yellow tones for light blonde hair.

Key benefits:
- Neutralizes brassy, grey and yellow tones
- Deeply nourishes hair with shea butter, sweet almond, and buriti oil
- Revives highlights

If you want to know more…
Highlighted, colored, or bleached blonde hair tends to become grey or yellow over time, while natural blonde hair can become dull and lack shine. The nourishing ingredients in this tinting hair mask—almond butter, shea butter, and buriti oil—combined with an acidic pH of 4.5 help minimize porosity, fix natural oxidation, and evenly distribute color. The selection of iridescent pigments and fiorentina iris neutralizes brassy or yellow tones, restoring the shine, brightness, and contrast of hair color.

What it is formulated WITHOUT:
- Parabens
- Sulfates
- Phthalates

What else you need to know:
The longer you leave this mask on, the more intense your results will be. Feel free to mix with other shade variation masks to create your own custom color nuance. This product is not tested on animals, and is free of silicones, oxidants, and ammonia.

This product is an Allure Best of Beauty winner.

What it is: A rich-lather, sulfate-free, purple shampoo that tones and fortifies brassy, damaged, and lightened hair.

Hair Type: Straight, Wavy, Curly, and Coily

Hair Texture: Fine, Medium, and Thick

Hair Concerns:
- Color Safe
- Damage, Split Ends, and Breakage
- Brassiness

Key Benefits:
- Tones and neutralizes brassiness
- Strengthens and fortifies lightened hair
- Provides extraordinary color protection

Formulation: Liquid

Highlighted Ingredients:
- Keravis: A strengthening protein known to prevent hair breakage.
- Astaxanthin: A powerful antioxidant part of the exclusive Asta-Repair technology that helps heal and repair damaged hair.
- Purple Orchid: Provides violet toning properties.

Ingredient Callouts: Free of sulfates SLS and SLES, parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban, and contains less than one percent of synthetic fragrances. This product is also vegan, cruelty-free, and comes in recyclable packaging.

What Else You Need to Know: This formula includes a signature aromatherapy blend of pear, rose, and sandalwood and a patented Antifade Complex® to protect color vibrancy and ensure lasting color payoff. It also includes sunflower seed, a UV filter, and vitamin E to fight color-depleting environmental effects while ensuring lasting shine.

Which hair type is it good for?
✔ Straight
✔ Wavy
✔ Curly
✔ Coiled
✔ Tightly Coiled

What it is:
A semi-permanent hair color combining professional-grade pigments with a non-toxic formula that conditions as it deposits ultra-vibrant color.

Key benefits:
- Ultra-vibrant color lasts four to six weeks
- Essential oil of bergamot smells subtly citrus and is known for its mood-lifting properties
- Free of peroxide and ammonia, so it won’t fry hair

If you want to know more…
This Semi-Permanent Hair Color is unique in that it combines a high-quality cream base, like a hair mask, with saturated, ultra-bright pigments and essential oil. The coloring experience is as self-caring as it is self-expressive.

What it is formulated WITHOUT:
- Parabens
- Phthalates

What else you need to know:
"Hair is one of the coolest and easiest tools that we have for self-expression. It's your own personal megaphone…and it's attached to your head!"—Hayley Williams, Founder of Good Dye Young and Lead Singer of Paramore

Good Dye Young supports artistry, creativity, and self-expression. They believe happiness and confidence is the most beautiful you.

Semi-Permanent Hair Color is vegan and cruelty-free.

What it is: A semi-permanent hair color without the commitment or damage.

Hair Type: Straight, Wavy, and Curly

Hair Texture: Fine, Medium, and Thick

Formulation: Rich Cream

Ingredient Callouts: Free of parabens and cruelty-free.

What Else You Need to Know: This non-damaging, temporary hair color is ammonia-free and doesn’t require peroxide or mixing. Color gradually fades with every shampoo, lasting seven to 10 washes, leaving you free to mix it up whenever the mood strikes.