What It's a 10 Purple Shampoo Does and Who It Helps
It's a 10 Purple Shampoo is a toning shampoo designed to neutralize brassiness and yellow tones in blonde, highlighted, or grey hair. The purple pigment counteracts warm yellow tones that can appear after washing, swimming, or sun exposure. This explainer covers how it works, which hair types benefit, what to expect, and how to use it effectively without over-treating.
How Purple Shampoo Works
Purple shampoo uses the color wheel principle: purple is opposite yellow on the color wheel, so pigments deposit to cancel out warm, yellow tones. This is most effective on lightened or porous hair, where brassiness develops quickly. It does not remove oil or heavy buildup like a clarifying wash; instead, it adds a toning effect to keep blonde hair looking cooler between salon visits.
Key Ingredients and Their Roles
Formulations vary, but typical ingredients include purple pigments (violet dye), mild surfactants, conditioning agents, and pH modulators that support color-safe cleansing. Some versions include keratin or silk proteins to help maintain softness. Avoid shampoos with heavy silicones if you want the toner to sit on the surface long enough to deposit color effectively.
Hair Types and Goals Best Suited for It's a 10 Purple Shampoo
- Lightened or bleached hair seeking reduced brassiness
- Highlights, balayage, or ombre that fade to yellow
- Grey or white hair maintaining a cool tone
- Pre-toned hair that benefits from refresh between salon appointments
It is not intended for dark brown or naturally pigmented hair, as the violet deposit may leave an unwanted ashy or muted appearance.
How to Use It's a 10 Purple Shampoo Correctly
For best results, start with clean, wet hair. Apply a small amount to the mid-lengths to roots, massage gently, and let it sit for about 1–3 minutes before rinsing thoroughly. The dwell time allows the pigments to deposit. Frequency depends on hair type and exposure to heat or sun; many people use it once per week or as needed to refresh tone.
Practical Tips
- Use less product and build up time gradually to avoid over-toning
- Focus application where brassiness appears most, often at the crown and hairline
- Always follow with a moisturizing conditioner to maintain softness
- Limit contact with eyes and rinse thoroughly to prevent buildup
Expected Results and Timing
Many people notice a cooler, brighter tone after a single careful use. Over time, consistently using purple shampoo can lengthen the time between salon touch-ups by managing yellow tones. Results vary with base color, porosity, water hardness, and product formulation.
| Attribute | Verified Detail | Source Type |
|---|---|---|
| Pigment Type | Violet dye to neutralize yellow tones | Industry standard for toning shampoos |
| Best For | Lightened, highlighted, or grey hair | Common formulation guidance |
| Typical Dwell Time | 1–3 minutes | Brand use guidelines |
| Not Recommended For | Dark brown hair seeking warm tones | Professional color advice |
| Frequency | Once weekly or as needed | General care recommendations |
Potential Effects and Safety Considerations
When used as directed, purple shampoo is generally safe for color-treated hair. Overuse can lead to a violet cast, dryness, or buildup, especially if not rinsed well or paired with insufficient conditioning. If you have sensitive skin, perform a patch test and rinse thoroughly. Those with very light or bleached hair may need a diluted approach or shorter contact time to avoid an ashy result.
Comparing Purple Shampoo Options
While this guide focuses on It's a 10 Purple Shampoo, similar toning products may offer different pigment concentrations, pH levels, or added conditioning. Compare attributes like surfactant type, pigment form, and whether silicones are included to match your maintenance goals. If you prefer no-rinse options, toning masks or sprays are alternatives that function on the same principle.
When to Reevaluate Your Routine
If brassiness returns despite using purple shampoo, consider increasing time between applications, checking water hardness, or discussing a gloss or toner treatment with your colorist. A routine that combines gentle cleansing, targeted toning, and regular conditioning tends to maintain cool tones longer than relying on a single product.
Bottom Line
It's a 10 Purple Shampoo is a practical option for managing warm tones in lightened hair when used with an understanding of how pigments work and how to apply them correctly. For ongoing results, align usage frequency with your hair type, porosity, and exposure factors, and support with moisturizing care to keep hair balanced and healthy.