Purple Reign Tone Correcting Shampoo
Toning shampoos have a reputation for being harsh, because pigment usually rides in on a strong detergent base. Purple Reign is the gentler version of the category, 97% natural, with no sulphates, silicones or parabens in it.
The purple pigment does the corrective work, cancelling the yellow, orange and generally warm tones that show up in blonde, silver and grey hair. Blackberry and blueberry extracts sit on the conditioning side, and that is what stops the hair feeling stripped after a toning wash.
- Cancels brassiness in blonde, silver and grey hair
- Cleanses without stripping, so the hair stays soft
- 97% natural, free from sulphates, silicones and parabens
Start with a short leave-on time and extend it if the tone needs more correcting. Grey and white hair takes pigment quickly, so watch the first wash.
We list the full INCI where the brand supplies it. For this one it is not on file yet, so the pack is the reliable source. If you need to check an ingredient before you buy, message us and we will read it off the bottle.
- 24-hour delivery
- Every brand we carry ships within 24 hours, not just the hero lines. Order before 2pm and it leaves the same working day.
- Free over £40
- UK delivery is free on orders over £40. Below that it is a flat rate, shown at checkout before you pay.
- Tracking
- You get a tracking link by email the moment it is picked up.
- 30 days
- Send anything unopened back within 30 days for a full refund. No explanation needed.
- Opened it and it is wrong for your hair?
- Tell us what happened. Curl products are hard to judge from a photo, and we would rather swap it than have you stuck with it.
- We price match
- Find it cheaper somewhere else and we will match the price.
Application tips
Wet the hair through, then work a small amount from roots to ends until it lathers. Pigment needs contact time, so leave it on for two to three minutes before rinsing. Start at one minute if your blonde is very pale or freshly lightened.
Once or twice a week is usually enough. Alternate with your regular shampoo the rest of the time, and wear gloves if you would rather not tint your fingertips.
Results
Yellow and orange casts read cooler after a wash, and the difference shows most on the mid-lengths and ends where warmth creeps back fastest. Grey and silver hair looks cleaner rather than yellowed.
Berry extracts lift the flatness that comes with lightened hair, so the finish has some brightness to it. Strands stay soft and comfortable to comb, without the squeaky drag a toning wash can leave.
Composition
- Purple Pigment
- Counters yellow and orange warmth in blonde, silver and grey hair
- Blackberry Extract
- Helps bring brightness back to lightened hair that has gone dull
- Blueberry Extract
- Works alongside blackberry to freshen the look of discoloured strands
The full INCI is printed on the pack. We publish it here as soon as the brand supplies it, and we will read it off the bottle for you if you ask.
