Color Endure
Violet Sulfate-Free Shampoo
Blondes may have more fun… but trust us, they have a lot more fun when their icy color stays sassy not brassy. And no shade on the color wheel helps maintain this cool more effectively than violet – the classic counterpoint that banishes oxidized yellowing; maintains the integrity of gray hair; and even turns into an instant at-the-sink toner following a blonde color service. That’s a whole lotta power for purple, don’t you think?
Perfect choice for: Blonde or gray hair that wants to stay calm, cool, and perfected.
Here’s how: Massage into wet hair and allow the shampoo to absorb for three-to-five minutes, then rinse. Repeat the process two or three times per week, alternating with Color Endure Sulfate-Free Shampoo.
The inside secret: Our Multi-Spectrum Defense Complex comes to the rescue with Antioxidants and UV protectants that fight fading, as well as any tonal changes that can affect the purity of cool hair color. Bio-Advanced Peptide Complex adds molecular strength and reconstruction from cuticle to cortex.
Buy Now* Loxa Beauty is authorized by Joico.
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Tried it today. Zero lather. Anyone else experience this?
I absolutely love this product. It leaves my hair soft, shiny and brass free. I would recommend this product to anyone who has blonde hair or colours their hair blonde.
I love this shampoo.... Who ever writes bad reviews on it probably isn't using the right shampoo. I have balayage also and it makes my brassy blond into a silver. It makes my hair feel so much better, like I got a trim or something and it makes it so shiny. I highly recommend this product to anyone who doesn't have the money to always go to the hair salon and get your blond hair touched up. This shampoo is the greatest thing ever! Do not listen to those negative reviews.... They're so not true!
I've just recently gone back to blonde after being a red head for a few months so obviously it was a very long process to get back to blonde and it was very brassy. I used the shampoo and conditioner every wash for two weeks (leaving it in longer than directed) now I use it 3 times a week and I am so happy with the results.
I have used Joico Color Endure Violet with my color treated blond fine hair for 8 years and loved it....only shampoo that left my hair clean and silky. When I decided to stop coloring my hair, I continued to use it for my now gray hair and still loved it. However, when they changed to the sulfate free formula (which I saw as a huge plus!) I found that my hair seemed to become heavy and dull. Regretfully, I had to find a new shampoo.
