This stuff was amazing! I got it on sale at ULTA the 2 for 20 deal, so I picked this up along with it's matching conditioner. I was between this and their blonde shampoo in the white bottle, when I went to check the product out in store this product was purple and the product in the white bottle wasn't. Because I understand the science/theory behind the purple shampoo for platinum hair I got this one. One of the reviews I had read said it smelled like bubblegum, I found it smelled more like mixed berry, so unless your bubblegum is mixed berry, I wouldn't say it smells like bubble gum! The consitencey of this product is almost like a Nickelodeon slime. It's a very dark purple, and my first time use I actually applied it to my hair dry to get the maximum benefit of the toner. (If you have severely damaged hair this may turn your hair purple as any toner would) my hair is chemically processed, but not bad, which is why I felt safe to apply it dry. I followed up with the joico conditioner when I went into the shower to rinse it off after leaving it in for about 2.5 to 3 minutes. When I got out and dried my hair it looked like I had just retoned my hair with wella's t-18 toner! I would highly recommend this to anyone that is fighting yellow in their hair. They also make a blue shampoo for people that have a problem with orange!

I use both this shampoo and conditioner when I have my hair highlighted because I prefer my blonde on the neutral to ashy side - my skin is super pink, so golden blonde is not a good look for me. This shampoo really helps me maintain my color between toners/touchups. However, I do find myself having to use a little bit more product than I would expect when washing my hair. I don't mind it too much, but since it is a bit more expensive than a normal shampoo & conditioner I don't use it every day so I can stretch it out.

I loved this product. This was the first purple shampoo I ever tried and I have to say it’s pretty great. It really does even out all of the brassy tones in your hair and gives you beautiful ashy tones instead. The only problem I had with this product was its inability to lather well. Other than that, the product is great!

I have balayaged hair and so I use this to keep the blonde in my hair from getting brassy. I love it! Yes, the bottle may seem small but you shouldn’t use this for every hair wash either because it can dry your hair out. I use it every 3-4 shampoos and it has lasted me a long time. I apply it to my hair, scrub it in, and then let it sit in my hair for 3-5 minutes before rinsing. It really does make a noticeable difference to my blonde! Pick it up at ulta when it is 2 for $20 for a better deal!!

I was skeptical about using this shampoo. The L'Oreal Paris EverPure dried my hair out so much, my hair was breaking off and looked horrible. So finding a new purple shampoo was something I needed to do. I bought this shampoo along with the conditioner while it was on sale at Ulta, buy one get one half off. And I fell in love with this! My hair was getting brighter and lighter. I would wash my hair with this once a week, and would always get compliments and was asked if I just left the salon. The condition left my locks so hydrated and soft. This is the perfect combination for bleach hair. I recommend this for people looking for a purple shampoo. And I always stay stack up on this combination since I bleach my hair platinum blonde.

I recently died my hair blonde, and I asked my stylist what product would allow me to keep my color looking vibrant. As someone whose hair naturally pulls red tones, brassiness was a huge concern for me. Well, this product takes the cake. It smells wonderful and my hair is noticeably cooler toned after using it. The lower price point is an added plus that for high-end hair care. Most other toning shampoos and conditions are $5-10 more expensive.

I guess this shampoo works. I am just trusting that it is doing it’s job  of keeping my hair from turning brassy. 
The biggest downside? It stains the grout in my shower! I have to be supEr careful when I’m washing my hair with it so as not to let it splash onto the tile. I have very thick hair making that kinda hard so I have a couple purple patches left by the foam being splattered on the wall😟

I’m a hairdresser, so finding a GREAT toning shampoo for our clients is hard! This JOICO shampoo is AMAZING! With instructions, my clients are able to eliminate that frustrating brassiness that all blondes develop. Most can use once a week and it’s a better transition for their hair until their next appointment. I keep on the backbar at the salon as well! One of the most pigmented purple shampoos I’ve found!! Plus, the price is so reasonable!!

De verdad quería amar este producto pero la verdad es que hace que mi cabello se caiga y quede rasposo Pero me gusta mucho cómo protege el color creo que es mi cabello si se aplica de 2 a 3 veces por semana quedaré calva el precio no está malo porque si es buen producto sólo que se me cae el cabello y me lo deja muy rasposo porque mi cabello es muy fino muy delgado Por decirlo así

Got this from Ulta when it was on sale and I’m so glad I did! It smells so nice and also works well. I leave this on my hair in the shower for about 5 mins every time I wash my hair now because I am trying to lighten up my highlights and take the rusty tone out of my hair! It has made my highlights almost platinum/gray and I’m loving the way it is turning out