Sunlight (UV exposure), air pollution, and hard water minerals can cause oxidation of the hair’s underlying pigments, especially the residual warm tones left after bleaching or lightening.

This oxidation process can expose or amplify yellow, orange, or red tones, making the hair appear brassy. Metals like copper and iron in water can also deposit onto the hair and oxidise, contributing to discolouration.

So how does our purple shampoo work?

It is a balancing act of two types of chemistry, surfactant and colour chemistry. A surfactants main purpose is to cleanse and whilst we need Purple Regin Shampoo to cleanse we also need it to neutralise brassy & yellow hair tones. Whilst the surfactants are hard at work the active ingredient in Purple Reign, colour-depositing pigments, attach onto the hair shaft with each wash. These purple pigments work to neutralise unwanted warm tones. Our violet pigments work in harmony with colour theory to neutralise those warm tones. Applying purple tones effectively neutralises and diminishes brassy & yellow tones in blonde, silver, and grey hair. Helping to restore cooler, brighter and more balanced colour with every wash.