Purple Toning Shampoo - Pick Your Perfect Purple

Meet the best purple toning shampoos you will ever use, specially formulated to prolong and enhance hair color and cool tones while neutralizing yellow-hued brassiness with every gentle, non-drying wash.

Our hydrating dual-action formulas cleanse hair of dirt and impurities without stripping moisture or color, then do one better by actually deposting just the right amount of weightless pigment and emollients in their place.

Of course, like all Virgo de Novo shampoos, our purple toning shampoos are free of sulfates and sodium chloride, maintain a color-optimal pH of 4.6-5.0, and contain a plethora of hair-healthy proteins and antioxidants.

And if this wasn't already enough to prove our point, our purple toning shampoos come in not one, not two, but THREE intensity levels, so you can choose the right pigment strength for YOUR shade.

Hair color will be visibly cooler, stubborn yellow tones will be eradicated, and regrowth demarcation lines will be minimized with just one shampoo, and stay that way with consistent use.

Learn more about our "one-shade-does-not-fit-all" approach to hair toning here. You - and your stylist - will be glad you did.

What TRUE TONE Purple Toning Shampoos have:

• Kale, Carrot and Lemon Proteins: This powerful complex of plant proteins nourishes and moisturizes hair, strengthening its natural barrier function and fortifying hair to reduce breakage and improve elasticity and hair health.
  
• Olive and Sweet Almond Oils: Rich in fatty acids, B vitamins and antioxidants, these hair-loving yet lightweight oils condition and moisturize both hair and scalp, taming frizz and combatting flaking. They also offer exceptional protective benefits, leaving the hair shaft sealed, protected and smooth.
  
• Low pH: The 4.6-5.0 pH level of this formula helps maintain hair’s natural acidity, which is essential for keeping the cuticle sealed and reducing color fade. This also prevents frizz and dryness for hair that’s smoother, shinier and more vibrant.
  
• TRUE TONE Purple Pigments: Performance-driven pigments added to our Drench Shampoo base means toning results without damage. Plus, by offering three intensity levels, our purple toning shampoos take custom color care to another level.

What TRUE TONE Purple Toning Shampoos don't have:

• Sulfates: Sulfates can be harsh on hair, stripping natural oils and causing color to fade. Our sulfate-free formula gently cleanses, leaving hair soft and color vibrant.
  
• Sodium Chloride: Sodium chloride (salt) can be abrasive and dehydrating, especially to color-treated or processed hair. By removing sodium chloride, True Tone Blue Toning Shampoos can cleanse without drying or damaging hair.
  
• Animal-tested or Animal-derived Ingredients: True Tone Purple Toning Shampoos are vegan and cruelty-free. Virgo de Novo Professional Hair Care only uses ethically-sourced ingredients and never those that are tested on animals.

Water (Aqua), Disodium Laureth Sulfosuccinate, Sodium Lauryl Sulfoacetate, Cocamidopropyl Betaine, Hydrolyzed Kale Protein, Hydrolyzed Carrot Protein, Hydrolyzed Lemon Protein, Prunus Amygdalus Dulcis (Sweet Almond) Oil, Olea Europaea (Olive) Fruit Oil, Glycerin, Glycol Stearate, Glycereth-7 Caprylate/Caprate, Sodium Cocoyl Isethionate, PEG-150 Distearate, Guar Hydroxypropyltrimonium Chloride, Polyquaternium-10, Amodimethicone, C11-15 Alketh-7, Laureth-9, Trideceth-12, Citric Acid, PEG-150 Pentaeythrityl Tetrastearate, PEG-6 Caprylic/Capric Glycerides, Ext. Violet 2 (CI 60730), Methylchloroisothiazolinone, Methylisothiazolinone, Fragrance (Parfum).

The Extra Dark Purple Toning Shampoo also includes Ext. Blue (CI 42090).

Remove dirt and impurities but add color-enhancing moisture and purple pigment with these dual-action hair toning shampoo formulas.

• Saturate hair with water.
• Apply your selected TRUE TONE Purple Toning Shampoo.
• Distribute throughout hair, adding more product as needed.
• Work into lather, massaging into roots, ends and highlights.
• Allow to sit for about a minute, then rinse thoroughly.
  

Follow with Drench Moisturizing Conditioner or Revive Hair Masque for deeper conditioning. For more intense toning results, you can also follow with TRUE TONE Purple Toning Hair Masque.

Use TRUE TONE Purple Toning Shampoos every third shampoo or when you see yellow tones appear, with hair toning results lasting up to 3 shampoo cycles.

Purple toning shampoos will give white and platinum hair a silvery purple hue. Be sure to choose the pigment intensity level that is right for your hair color.

Professional hair care tips:

• For hair with excess build up or styling products, a prewash with Purify Detox Shampoo will allow the toning shampoo to deposit maximum pigment for maximum impact.
• Wear gloves to prevent any temporary staining of hands and nails; wash hands quickly and thoroughly to remove any discoloration.
• Sulfate-free shampoos generally produce less suds and lather than products that contain sulfates. For more lather, add more water once the product is in your hair and massage through hair again.

TRUE TONE Purple Toning Shampoos are not just treats for your tresses - they're treats for your senses as well. Our signature Mineral Musk fragrance is sophisticated yet clean, combining sweet, green, floral and marine elements that will delight you with every use.

Blooming notes: RICE FLOWER, FRANKINCENSE, NEROLI, OZONE, OSMANTHUS, HELIOTROPE

Lingering notes: MINERAL MUSK, AMBER, VANILLA, VETIVER, COCONUT, CASSIS

Who should use purple toning shampoo?

TRUE TONE Purple Toning Shampoos are ideal for neutralizing unwanted yellow tones in blonde hair or highlights. If your hair has brassy orange tones, opt for TRUE TONE Blue Toning Shampoos.

Which shade of TRUE TONE Purple Toning Shampoo should I use?

TRUE TONE Purple Toning Shampoos are available in three shades/intensity levels. The darker the yellow tones in your blonde hair, the darker the shade of purple shampoo you should choose. For example, Purple Toning Shampoo is best for light blonde and yellow tones, while Dark Purple Toning Shampoo is better suited for deeper yellow tones, and so on. Refer to our shade guide for additional guidance.

What if I have both unwanted yellow and orange tones in my hair?

You're in luck! TRUE TONE Extra Dark Purple Toning Shampoo contains both purple and blue pigments to counteract both yellow and orange tones at once. As with all our toning shampoos, results will be visible after one use.

Can I use this shampoo for color-treated hair?

Absolutely! Like all Virgo de Novo professional hair care products, TRUE TONE Purple Toning Shampoos were created with color-treated hair firmly in mind. Its hydrating formula helps remove unwanted orange tones and preserve color for any shade of blonde hair.

Will purple toning shampoo dry out my hair?

While some toning shampoos can be drying, TRUE TONE Purple Toning Shampoos are made with our Drench Moisturizing Shampoo base so that they add hydration and promote moisture retention as they tone.While some toning shampoos can be drying, TRUE TONE Purple Toning Shampoos are made with our Drench Moisturizing Shampoo base so that they add hydration and promote moisture retention as they tone.

How often should I use purple toning shampoo? How long do the purple toning effects last?

The effects of TRUE TONE Purple Toning Shampoo typically last up to three shampoo cycles, so it's best to use it every third shampoo or when you notice yellow tones to maintain toning results and minimize color demarcation lines as hair grows.

How long should I leave TRUE TONE Purple Toning Shampoo on my hair?

This depends on your hair's color, condition and porosity. Start by rinsing as you would a regular shampoo. For more intense toning results, you can leave on up to 5 minutes. If you still would like more intense toning, move up to the next shade level, and/or follow with a TRUE TONE Purple Toning Hair Masque.

Can I use a purple toning conditioner after a purple toning shampoo?

Yes, you can follow purple toning shampoo with a TRUE TONE Purple Toning Hair Masque to intensify toning results while also conditioning hair.

Can brunettes use purple shampoo? Should anyone not use purple toning shampoos?

Both brown and blonde hair can benefit from purple toning shampoos if they exhibit yellow tones. For brown hair, including bronde and brunette, with orange tones, blue toning shampoos are more effective. Purple toning can give platinum or white hair a lavender hue, so it's best to patch test super light hair.