If your hair is naturally blonde, color-treated blonde or gray, experts recommend adding a color-depositing shampoo to your hair care rotation to maintain your color. Color-depositing shampoos add specific pigments (either purple, blue or green) onto the hair shaft to maintain your desired color. Based on color theory, blondes should use purple shampoos, which is one type of color-depositing shampoo.

As the name suggests, purple shampoo uses violet pigments to tone and neutralize hair, allowing it to counteract unwanted brassiness and yellow/orange hues that can develop over time, according to Brittany Byrd, hairstylist and owner of Blondify Studio. These shampoos aren’t meant to cleanse or hydrate your hair nearly as much as regular shampoo, so these aren’t a complete replacement.

I spoke to four hairstylists and colorists and asked them about what ingredients to look for when shopping for a purple shampoo and how to find the right formula for your hair. I also asked them for their go-to formulas, along with our team of editors at NBC Select. 

SKIP AHEAD The best purple shampoos in 2024 | What are purple shampoos? | Who should and shouldn’t use purple shampoo? | What are the downsides of purple shampoos? | How to shop for a purple shampoo | Why trust NBC Select?

To keep your hair toned and bright, whether it’s blonde, gray or white, experts recommend considering the following: 

• Pigment: Purple-based pigments can neutralize yellow hair tones, which you’ll see  when blonde hair oxidizes. When shopping, you may find shampoos in ranges of purple — from lavender to dark violets — since they have varying concentrations, according to hairstylist and salon owner Tiffany Munoz. 
• Frequency: You can use lighter, less concentrated purple shampoos more frequently because there’s less risk of your hair turning purple, while dark, more pigmented formulas require less frequent usage since they are more concentrated, according to experts. Overusing these shampoos can dry out your hair or, in some cases, alter its  color by darkening it or making it appear purple. 
• Ingredients: Since purple shampoos can be drying, our experts recommend looking for formulas that have moisturizing ingredients like shea butter, hyaluronic acid, glycerin and panthenol.

Best overall: Amika Bust Your Brass Cool Blonde Repair Shampoo

This Amika shampoo, which is suitable for cool blondes, platinum blondes, grays, silvers and textured blondes, has ingredients like plant butters and quinoa protein to strengthen the hair and tone down its brassy appearance, according to the brand. It also works to strengthen hydrogen bonds in your hair. (You have the most of these types of bonds in your hair, but they are also the most prone to damage, according to the brand.) With this formula, you’ll not only preserve your desired color, but also prevent and repair any damage to those hydrogen bonds.

Reviewers say that, unlike other purple shampoos, this one leaves their hair feeling soft after cleansing and smells great even post-shower. It has a 4.7-star average rating from over 500 reviews on Amazon.

Recommended frequency: every wash for silvers and grays; every two washes for color-treated, platinum and textured blondes; every four washes for natural blondes | Scent: warm vanilla, spicy sweet clover, and fresh citrus

Best splurge: Oribe Bright Blonde Shampoo

What we like

• Adds shine
• Available in multiple sizes
• Protects hair from aggressors

New York City-based hairstylist Jasmine Burnside recommends this Oribe shampoo to manage brassiness. Brassiness occurs when your hair either oxidizes or hard water and pollutants contaminate it, says Byrd. The formula includes ingredients like lemon, ginger root and chamomile extract that work together to brighten the color, according to the brand. 

Recommended frequency: daily or as needed | Scent: notes of Calabrian bergamot, white butterfly jasmine, and sandalwood

Most gentle: Klorane Anti-Yellowing Shampoo with Centaury

What we like

• Suitable for all hair types
• Dermatologist-tested
• Adds shine

This sulfate-free shampoo gentle enough for all hair types and leaves hair shiny, vibrant and soft, according to the brand. The centaury (violet flower) in it works to neutralize unwanted yellow and copper tones in blonde, silver or gray hair, says New York City-based trichologist Shab Caspara. 

Recommended frequency: daily or as needed | Scent: n/a

Best budget pick: Clairol Shimmer Lights

What we like

• Adds shine
• Doesn’t leave residue

Something to note

• Can be drying
• Not sulfate-free

This purple shampoo has a lighter color deposit (meaning it does’nt add a ton of purple pigment to the top of the hair shaft), is one of the most affordable options on this list. “It’s for somebody that wants the occasional maintenance without a huge investment,” says Byrd. Keep in mind that this shampoo might be drying, so use a conditioner in conjunction with it, according to Byrd. 

Recommended frequency: twice a week or as needed | Scent: n/a

Best for cool-toned blondes: Kerastase Blond Absolu Ultra-Violet Purple Shampoo

What we like

• Repairs hair
• Safe for daily use
• Adds shine

With ingredients like hyaluronic acid and edelweiss flower, this option prevents breakage and protects hair from daily damage. Reviewers say this formula is one of the least drying purple shampoos on the market, and although it is one of the more expensive options, a little goes a long way. The shampoo has a 4.6-star average rating from over 9,100 reviews on Amazon. 

Recommended frequency: as needed | Scent: n/a

Best for daily use: R+Co Sunset Blvd

What we like

• Repairs hair
• Hydrating
• Long-lasting scent

R+Co’s Sunset Blvd has more of a lavender color, making it a great option for daily use, according to Munoz, so you won’t put yourself at risk of turning your hair purple. It removes the brassiness, adds shine and helps the hair retain moisture using humectants like glycerin and emollients like sunflower sprout extract, according to the brand. If you want a shampoo that’s a bit more powerful, consider R+Co’s Bleu Blonded Brightening Shampoo, which is more moisturizing and has a darker violet pigment, according to Munoz.

Recommended frequency: daily or as needed | Scent: notes of juniper berries, blood orange, rhubarb, violet, leather accord and dark woods

Best for damaged hair:Pureology Strength Cure Blonde Shampoo

What we like

• Sulfate-free
• Improves split ends
• 75+ washes in one bottle

This deep purple shampoo helps repair damaged hair while neutralizing unwanted warm or brassy tones, according to the brand. The formula includes plant-based proteins to strengthen the hair and prevent future damage, while other ingredients help repair and soften the hair, according to the brand. The shampoo has a 4.6-star average rating from over 2,300 reviews on Amazon. 

Recommended frequency: as needed | Scent: floral with notes of rose, pear and sandalwood

Best for UV protection: Sun Bum Purple Shampoo

What we like

• Gentle formula
• Protects against frizz
• For natural/color-treated hair

Something to note

• Nothing to note at this time

Suitable for all blonde hair types, you can use this formula daily to brighten, tone and protect your color from fading when exposed to the sun’s rays. You can even pair it with its matching conditioner to maximize its effectiveness and moisturize your hair, according to the brand. Reviewers also say the shampoo doesn’t turn their blonde hair purple over time, which can happen if you overuse a purple shampoo, experts told us. If you notice any purple residue, the color will rinse out with your standard shampoo after one to two washes, according to Sun Bum.

Recommended frequency: daily, once a week or as needed | Scent: n/a

Best natural blondes: Nak Hair Australia Blonde Shampoo

What we like

• Strengthens hair
• Sulfate-free
• Large size

Nak has multiple blonde shampoos that come in various purple pigment concentrations, which can help you dial in the perfect tone depending on your specific hair washing frequency and level of blonde, says Byrd. With hydrating ingredients like aloe vera, this option is great for natural blondes, bleached blondes and grays. The brand also has other shampoos, including Blonde Plus for very yellow blondes, Platinum Blonde Anti-Yellow Shampoo for platinum blondes and Blonde Cleanse for blondes who want to double cleanse their hair. 

Recommended frequency: as needed | Scent: n/a

Best warm-toned hair:Redken Color Extend Blondage Purple Shampoo

What we like

• Gentle formula
• Good for yellow/orange tones

This Redken shampoo comes recommended by Burnside, who uses it on her clients and sees positive results. It not only manages to maintain their desired blonde, but it also helps repair damage, strengthen hair and increase hair elasticity. Reviewers say they love the shampoo’s effectiveness, but recommend only using a little at a time to avoid overuse. Many reviewers also recommend going in with another shampoo or conditioner after, to soften the hair and get a more in-depth cleanse of the hair and scalp.

Recommended frequency: two to three times a week | Scent: citrus

Best for shine: Milk_Shake Silver Shine Purple Shampoo

What we like

• Softens hair
• Improves manageability
• Long-lasting fragrance

Something to note

• Nothing to note at this time

Reviewers, including platinum blondes, color-treated blondes, silvers, and grays, say this shampoo makes the biggest and fastest noticeable difference in removing unwanted undertones. They also say a little goes a long way, and you don’t need to let the product sit on your hair for more than a few minutes for it to work. This formula, which has a 4.6-star average rating from over 11,100 reviews on Amazon, also conditions the scalp and strengthens the hair. If you want to target the same concerns but in a less-pigmented formula that’s more suited for daily use, consider the brand’s light formula, which only has 50% of the violet pigment seen in the original. 

Recommended frequency: as needed | Scent: notes of blueberry, blackberry and raspberry

Best silver-toned hair:Davines Alchemic Shampoo Silver

What we like

• Suitable for all hair types
• Sulfate-free

Burnside recommends this Davines option, which is especially great for platinum blondes and cool, silver-toned hair. Reviewers say this shampoo lathers well when emulsified with water and leaves their gray hair brighter, shinier and less dry than other options. That’s because the shampoo’s formula has vitamin B, glycerin and panthenol, all of which add moisture to the hair, according to the brand. 

Recommended frequency: as needed | Scent: n/a

Editor’s pick:Olaplex No. 4P Blonde Enhancer Toning Shampoo

What we like

• Suitable for all hair types
• Improves dullness
• Strengthens hair

In addition to her standard hair-washing routine, NBC Select editorial director Lauren Swanson uses this purple shampoo to tone her blonde hair. “This Olaplex one is gentle on my fine hair and still does a solid job of bringing the brassiness down,” she says. “I typically leave it on for a few minutes before rinsing, but on particularly brassy, yellow days, I’ll let it saturate for several minutes.” She also recommends following up with a second cleanse and a moisturizing conditioner to combat any dryness and thoroughly clean her hair. 

Recommended frequency: two to three times a week or as needed | Scent: citrus

Best mask: Christophe Robin Baby Blonde Mask

What we like

• Rich, creamy consistency
• Conditions hair
• Doesn’t weigh down hair

Although this isn’t necessarily a shampoo, you can use this hair mask during every wash, according to Byrd. “It’s a conditioner, so it bathes your hair in nourishing [and] hydrating ingredients [to help] your blonde get some pampering,” she says. “It’s also great because it’s very sheer, so it’s hard to go overboard.” 

Recommended frequency: as needed | Scent: n/a

When shopping, the experts I spoke to recommend taking a product’s consistency and your hair type into account.

Look for hydrating ingredients to prevent your hair from drying out. Consider options with humectants like hyaluronic acid and emollients like shea butter because they can counteract the drying element of purple shampoos, according to Byrd. 

Generally, purple shampoos at salons tend to have a thick consistency, while drugstore options have a more liquid consistency, according to Byrd. “I actually tend to like those [liquid options] because clients don’t go as overboard with them,” she says. Runnier shampoos tend to distribute a lot easier, and they usually have less concentrated pigment, so there’s less chance for user error, says Byrd. 

Unlike other shampoos and hair products, you have a little more flexibility when it comes to choosing a purple shampoo for your specific hair type and texture. 

• Hair texture. If you have fine hair, your thinner strands may get too saturated by purple shampoo, so consider using a more lavender-like purple shampoo or diluting your shampoo if you have a darker, more pigmented option. Also, coarser, tighter cuticles tend not to hold on to as much purple, she says.
• Hair type. This doesn’t play as massive of a role when it comes to purple shampoos, says Byrd. However, if you have curly hair, you may want to consider a purple conditioner instead of a shampoo, because purple shampoos can strip moisture from your curls, says Byrd. 

There isn’t a specific formula for how often you should use purple shampoo because everyone’s hair is different, however, generally speaking you can use your purple shampoo every four to six washes, says Byrd.

If you initially feel really brassy, try a clarifying shampoo before reaching for a purple shampoo, says Byrd. This type of product uses the surfactants in the formula to reach into the hair and pull out any contamination that is causing it to look discolored.

If that doesn’t work, Munoz recommends asking yourself whether your hair looks yellow when styled (like a light bulb)? If so, you know it’s time to reach for a purple shampoo, says Munoz.

Experts recommend having a separate non-purple formula for normal wash days and only use a purple shampoo for when you need that toning element, according to experts.

Overusing a purple shampoo can cause or worsen damage and dryness, or it can turn your blonde hair darker or even purple. The latter happens because of the large amount of pigment in these products, which can build up over time and cause hair to look dull, according to Byrd. (Some warm undertones are essential to keep for shine and brightness, she says).

If your hair is drying out, make sure you use other hair care products, like a conditioner, leave-in or hair mask, to bring in moisture. If your hair is looking purple, use a clarifying shampoo and visit your hairstylist so they can remove the color.

Other than using purple shampoo or conditioner, experts recommend investing in: 

• A showerhead filter: No matter where you live, a filtered showerhead can help prevent microcontaminants, like metals, from getting in your hair, says Byrd. Metals like iron, calcium and magnesium can tint your hair and dull out its appearance over time, says Munoz. Just make sure to change your filter every three months since they tend to accumulate gunk, according to experts I spoke to.
• Clarifying shampoos: These help remove excess buildup, like dirt and product residue, from your hair and scalp. “It’s actually going to make the products that you use afterward more effective because they can penetrate deep down in your hair,” says Byrd.

At NBC Select, we work with experts who have specialized knowledge and authority based on relevant training and/or experience. We also take steps to ensure all expert advice and recommendations are made independently and without undisclosed financial conflicts of interest.

• Brittany Byrd is a hairstylist and owner of Blondify Studio in New York City. Her areas of expertise include platinum blonding, balayage, and corrective color.
• Tiffany Munoz is a hairstylist and co-owner of Moxie Park Salon in Charleston, South Carolina. Her areas of expertise include blonding, razor cutting, bobs and pixies. 
• Jasmine Burnside is a New York City-based cosmetologist and hairstylist.
• Shab Caspara is a New York City-based hairstylist, trichologist and founder of Leona, a hair care brand. 

I’m an associate reporter covering skin care, hair care and gift guides, including recent stories on the best heat protectants and detangling sprays. For this story, I interviewed four hairstylists and shared their recommendations, as well as researched highly rated purple shampoos that met their guidance.