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.
I had my doubts because I didn't really enjoy the sulfate free Smooth Cure or K-pak Color therapy shampoos. But having fine, multi-porous and color treated hair that was a bit too warm toned, I gave in and purchased both the violet shampoo and conditioner. I love the results! it's gentle cleansing, softening and does a good job of foaming up and cleansing my hair which is sometimes a problem with other sulfate free brands! I find the violet additive is nice to help prevent extra brassiness from occurring in-between color touch up's or sunny filled days. In my experience of doing hair for 7 years, I found discontent with other violet shampoos as they were too deep cleansing and drying to hair which is especially very bad to processed hair. This formula is moisturizing and softening to processed hair. I now retail it in my salon for any client that is blonde/color treated or those preventing tonal change to their hair color. Brava Joico for another great product!
I loved the old color endure Violet. It made my hair feel as if it had just had a gloss. Bring it back, please.
As an educator, I have played tons with all of their products. My suggestion to get the best results *clean feeling, unwanted tones out) mix your Color Endure Violet Shampoo with another shampoo equal parts. For fine and limp hair use the Body Luxe line and for someone who has hair that could use an extra drink of water use KWAK Color or regular shampoo. It's the perfect fix.
The Violet dye is the perfect color for my blond hair! I get compliments wherever I go about the ash tone... all thanks to this product! Unfortunately since they changed to the sulfate-free I can never get a clean feeling or look! I use the k-pack color therapy conditioner with this product to keep my hair healthy from the bleach so Ive never been too concerned about sulfate.....
Bottom line I would not recommend this product they way it has been changed! The old one was AMAZING!!!
I like this product, does wonders for the color of your hair. Only one problem, I feel like you can never get it completely rinsed out!
Love this product!! I actually have light brown hair, not blonde or grey; I didn't know what to do with my brassy brown hair because I just assumed toning shampoos don't work on anything other than blonde. But my light brown hair was starting to show up orange in pictures, and I had enough. I purchased this and within the first wash the brass tones were completely gone. I was soooo happy! The second time I used it, my light brown hair finally turned light ash brown. Such an amazing product!!
I love this product! Best toning shampoo that i've ever used. Got rid of the brassy tones in my hair right away!
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