Why we love it:
Finally - a purple shampoo that does more than just tone. Aveda’s Botanical Repair™ Purple Toning Shampoo dials down brass while giving your strands the strength they’ve been craving.

How it works:
Powered by plant-derived bond-building tech and 96% naturally derived ingredients, this violet-rich lather doesn’t just cleanse - it neutralises unwanted yellow tones, instantly brightens blonde, silver and grey hues, and fortifies even the most fragile strands from the inside out.

How to use:
Massage through wet hair and leave for 1–3 minutes depending on how much toning your blonde (or silver, or grey) needs. Rinse thoroughly. Use as often as needed to reach your cool-toned colour dreams - then maintain with weekly top-ups.

From the experts:
“Use it every wash until you hit your perfect tone, then switch to once a week to keep brass at bay and your blonde salon-fresh.”

Benefits include:

• Neutralises brassiness 5x* better in just one wash
• Strengthens with bond-building botanical technology**
• Safe for all hair types and textures, even processed hair
• 96% naturally derived, vegan and silicone-free***
• Infused with Aveda’s signature Pure-Fume™ aroma

^*Testing on tresses after one use vs. non-toning shampoo.
^**Testing on tresses after one use of shampoo and Botanical Repair™ Strengthening Conditioner.
^***Per ISO Standard 16128. From plant, non-petroleum mineral, and/or water sources.

Ingredients:
Water\Aqua\Eau, Ammonium Lauryl Sulfate, Glycerin, Babassuamidopropyl Betaine, Decyl Glucoside, Glycol Stearate, Hydroxypropylammonium Gluconate, Hydroxypropylgluconamide, Hydroxypropyl Guar Hydroxypropyltrimonium Chloride, Ext. Violet 2 (Ci 60730), Citric Acid, Tartaric Acid, Ammonium Sulfate, Sodium Chloride, Fragrance (Parfum), Limonene, Linalool, Citronellol, Geraniol, Eugenol, Benzyl Alcohol, Benzyl Benzoate, Benzyl Salicylate, Hydroxycitronellal, Sodium Citrate, Sodium Phytate, Phenoxyethanol, Sodium Benzoate, Potassium Sorbate, Benzoic Acid