I have tried so many purple shampoos when I started growing out my natural grey and this one is by far the best. At $40 it is definitely not cheap but it's definitely worth the money spent. So many purple shampoos turn my grey purple and this one just brightens it and leaves my hair super soft and silky. Yes it's $40 but this bottle will last me six months+ easily. It's an entire liter of product. Bottle is huge. Smells amazing, like fruity apple, but in a subtle way.

This is the most drying shampoo ive ever used. Its horrible and doesnt remove brassiness. Shimmer lights is a million times better than this. Avoid at all cost

I decided to mostly bleach (about 90%) my dark brown hair blonde and of course with that came with some brassy tones near my roots. I bought this shampoo and conditioner because it was recommended by my stylist and the results were way better than I was expecting! The really brassy tones that were still near the roots of my hair nearly disappeared within weeks of using it and the blonde throughout was shades cooler (Before picture is the one with glasses). I try to put all the blondes I know on this and even made my mom, who puts lighter blonde highlights in her naturally blonde hair, a loyal user. I can’t recommend this enough!