Purple shampoo to refresh and restore by giving blondes a boost of cool tones, as well as platinum shine and super smoothness. Purple is diametrically opposed to brass on the wheel and Dumb Blonde Purple Shampoo uses a specifically selected shade for optimal toning. A purple toning pigment neutralizes brassy tones in blonde hair while enhancing cool tones. Polyquatenium 10 helps prevent frizz, static and flyaways. Amodimethicone adds shine to brittle, dull blonde hair. Benefits: Increases cool tones and combats and brassy tones. Hair looks and feels smoother and softer reduced flyaways and frizz. Improves blonde vibrancy and adds shine.