Paul Mitchell's Platinum Blonde Shampoo keeps blonde, highlighted, gray or white hair light, bright, and toned. This purple shampoo is formulated to be violet-tinted and colour-enhancing to help cool brassy tones ad eliminate warmth in natural blondes and colour-treated hair while the gentle cleansers won't strip hair but rather promote shine and hydration. Vegan Colour-safe Paraben-free Gluten-free Who is it for? Blonde, Highlighted, Gray, White What does it do? Cools brassiness Eliminates warmth How Do You Use It? Apply a dime-sized amount to wet hair at the scalp Gently lather and massage through hair, working down to the ends Rinse Repeat for extra cleansing For best results, use with Paul Mitchell Platinum Blonde Conditioner