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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I'm a brunette that does some bleaching to my hair. Highlights, lowlights, balayage, you name it. I've used other purple shampoos that literally leave my hair feeling dry and frizzy. I would hesitate to use it for this reason. I always go brassy so by the time I go and get my hair freshened...I'm a carrot. This shampoo and conditioner are a game changer. I used it for the first time last night and my hair was super soft, and I can definitely see a difference in the brass. I just need to figure out how many times I can safely use it per week to keep the color in check. Really happy with the results.
The packaging on this product is deceiving. The regular shampoo bottle for this line is the exact same color as the violet, which I cannot use due to being brunette and not blonde or gray. The store I purchased it from won't take it back and at $30-plus a bottle, I'm out quite a bit. Change the bottle color so as not to confuse those of us who make hasty assumptions based on what should be common sense. Joico is a good product and I have been using it off and on for years.
I recently dyed my hair a platinum blonde going form a dark blonde. I have been dying my hair for years so unfortunately it does not take well to the color. I was left with yellow and brassy sections. After many years of using clairol and jhirmack purple shampoo i decided to try something different. After the first use i noticed a huge difference. My hair was a light ash color and the shampoo left my hair so soft and easy to brush. I have used it a few more times since then and my hair is now exactly the color i wanted it. Thank you Joico!!!!!! I love it!!
I am elderly with grey hair and I love this shampoo. I use it every time I wash my hair which is every 2nd day. My problem is with the container. Usually water bottles are too flimsy right? But this bottle is too sturdy. I find it difficult to flip the lid open when I am in the shower, and also find it difficult to squeeze the shampoo out because the bottle is so firm.
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.
