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.
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* Loxa Beauty is authorized by Joico.
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I have attempted to resolve this issue with Joico and after numerous attempts to make them aware that this product is the worst product I have ever used they are now repeating that it is simply meant to be used occasionally. They do not stand by their product but tell me to return it to the store I bought it from even though they have been informed that this store does not accept returns after 10 days. I have been in communication with Joico for that period of time. So, please be warned, this product makes your hair feel like straw. In 50 years of washing my hair I have never come across a product that was so hard to work with. It is difficult to get it to distribute through your hair and it feels like you have used something caustic on your hair. It does not leave it smooth but rather leaves it frizzy - I have very straight hair and have never had a problem like this before. I have bought many Joico products in the past but I will no longer do so.
This shampoo literally saved my hair! My hair was orand and yellow agter going to a salon. I needed help! I knew about purple shampoo so i googled review gor different brands and chose this one. Ixve used it 3 times so far and the difference is AMAZING! My hair feels better too 😊 I love that it has peptides in it. Great product!!
This product is horrible. Leaves hair feeling coated, sticky, heavy and like it still needs washing. I wouldn't even give it the 1 one star but had to so I could review it. Do not waste your money buying this product!!
I have tried so many different purple/toning shampoos to keep my hair white, and prevent it from turning brassy and golden and this stuff is BY FAR the best I have ever used. I usually let it sit in my hair for about 3 minutes and it completely cancels out any yellow tones and transforms my hair to beautiful white tone. I have left it in for almost ten minutes before and it actually changed my hair to silver - I loved it, but if you are just looking for a quick tone I would suggest to keep it at about 2 minutes. The bottles are large so they last a long time, and I have been finding it at Winners and Homesense for only $14.99 - much cheaper than at a salon. The only negative thing I have to say is that the conditioner that goes with this shampoo doesn't do anything for my hair. I find other conditioners I have leave my hair feeling healthier and softer, and I don't think it tones at all. But the Shampoo I recommend to any blonde out there. No other purple shampoo compares!
Purchased this shampoo from a chatters store ... it must have been expired it was just like water ... tried to do an exchange they would not do anything for me .... thd bottle is completely full when you shake it sounds like its thick but comes out just like water i will never waste my money on joico again ...
