This is the first purple shampoo I've tried so I don't have anything to compare it to, but I really liked it. I have brown hair but have some blonde towards the end that is a previous balayage fading/growing out. The lighter has has gotten very brassy recently so my roommate/stylist gave me some of this to try. The first time I used it as I would a normal shampoo, and I left in in for the recommended 5 minutes. I could see a little difference, but not quite what I was hoping for. The next night, after watching a few purple shampoo youtube videos, I made sure to ring my hair out good so it wasn't soaking wet and then left it in for 15 minutes. This time I saw a lot better results. I definitely wouldn't leave the product in that long if you have all over blonde hair. It's likely to turn your hair a purple tint if you do that. It's super dark purple so straight up blondes should be cautious leaving it in longer. Brunettes with minimal blonde will probably be ok to leave it in longer like I did. All over pretty good! Just wish the directions would have told me the information youtube videos did so I didn't waste product the first time by only leaving it in for 5 minutes. Now I know for next time!