Haven't really found a purple shampoo (especially drugstore) that tones and brightens my hair like this one. The smell is amazing too and it lingers in your hair for days. The only reason I didn't give it 5 stars is unfortunately, I think it does fade my color faster than other shampoos. I still buy it to use when I need a little brighten/tone though, while using my Kevin Murphy shampoo (a color safe shampoo) all the other times I wash.

To me this was alright. I can't really say if it worked or not. I had blonde streaks in my hair, so I would use this to help tone it. I felt it didn't do much, but it might have helped a little bit throughout me having the streaks.

While the Kristen Ess Purple Shampoo is moisterizing, I do not feel like it provided the toning that I was seeking on my greying hair. I noticed multiple spots where the tint appeared mauve in color rather than brightening my white/silver hair. The color looked drab overall.

I have used this product 2 days in a row. I recently had my hair bleached and it pulled some gold. I have used other purple shampoos before and they would tone my hair to be more blonde than yellow. So far it has taken out some of the brassiness but not all of it. I have left it on for a longer time and it hasn't lightened it to where I want. I will continue to use.

I have been using blonde toning shampoos for over 10 years now. I hated how most either dried my hair out or didn't even work. This one smells great, leaves my hair soft and actually works. I leave it on in the shower for about 5 min and it perfectly tones it. I always use another shampoo first to get full cleansing power, as I really only use this one to tone. Not sure how effective it is for cleansing, but that's not the main purpose for me. Super pigmented and smells wonderful! Will continue to buy this!!

If you are a blonde you need the shampoo ( i don't like conditioner ) . it safely removes yellow from the hair and leaves cool tone. The convenient packaging also comes in a travel size.

This product definitely helps combat the brassiness of my hair. For reference I have dirty blonde hair with a balayage, so the brassiness can stick out if I don't maintain between seeing my stylist. Only complaint it is leaves my hair feeling a little dry afterwards.

Highly pigmented and works super fast on brassy hair! I leave it on for 2-5 minutes and my hair comes out icy blonde everytime and lasts for weeks! One of my favorite purple shampoos, and I've tried A LOT. The packaging is cute and doesn't leak or get purple all over your shower like other purple hair products I've used. I highly recommend this shampoo to anyone with brass in their hair! A blonde must have!

This one is my favorite! It really stands out from the other purple shampoos. Sulfate free and great for reducing the brassy look from blonde hair. Great toning and great hair shine.

i have used this product twice and i love how it makes my hair look after. i don't like how it's very pigmented and a heavy purple shampoo so i only leave it on for about 30 seconds. other than that its a great and affordable drugstore purple shampoo