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.