So- I used to have natural almost platinum blonde hair, up until the last year or two. My hair started to become darker and a lot more brassy however. I’ve tried multiple shampoos that promised to help but I never saw a difference. Or the ones that seemed they’d make a difference felt like they were killing my hair just after one wash. The John Frieda Go Blonder Lightening Shampoo and Conditioner has been AMAZING!!! My hair has started to go lighter again AND it still feels good!! I try not to use it every wash to just be cautious. I rotate with purple shampoo to pull out the brassy color and a hair mask once a week. I am loving my results and will definitely be buying again as soon as I run out!