To claim: add any Joico products to your basket and enter code JOICO20, for your 20% discount to be applied to all qualifying products in your basket.
*Note codes cannot be used in conjunction with reward points or other discount codes.
Please note this is no longer sulphate-free.
This violet-hued shampoo tones and maintains blonde or grey hair by neutralising brassy or yellow tones.
The gentle formula cleanses hair whilst depositing violet dye upon the hair strands which then work to brighten highlighted, bleached or grey hair that has yellowed due to oxidation, making it perfect not only for correcting brassy hair but also maintaining cool, ash colours.
How to use Joico Color Endure Violet Shampoo
You may choose to alternate this shampoo with the regular Color Endure shampoo or a more moisturising/balancing formula to meet your hairs needs.
88 customer reviews
Without exception, the best purple shampoo in the business. I get so many comments about the ashiness of my blonde hair, and the colour is entirely due to this shampoo! It makes my standard two colour highlights into a silvery wash of loveliness!! Use once a week, leave on for a good 3 minutes. It's amazing. If they ever stop making it I'm shaving my head.
This is the BEST product I have ever used to keep my white hair 'yellow' free. I use it sparingly (as it is so good). I love the slight white fresh tones it leaves in my hair while it banishes the yellow. It lasts ages. I can really see a difference when I use it as I still have slight yellow tones where i bleach out residual dark grey, and this banishes them.
This is amazing. After first use my hair was slightly whiter and now after 4 washes its got rid of 90% of my brassiness in my blonde hair. A few more washes and it will be 100% gone!
Not only is this amazing for making hair white it cleans the hair well too and one of the best shampoos I have used! HIGHY RECOMMENDED!
purchase this to sort out really golden tones, used twice and saw results, this is also good for putting health back to hair as does not dry out like other shampoos, would recomend to all and get the litre on 3 for 2 as brillant saving!!! great service came in 2 days
Have been using this for quite some time now and I just love it. I shampoo once with Joico Moisture Wash Shampoo then once with the Color Endure Violet Shampoo which I leave on for a couple of minutes or so (you don't need to use much as it lathers really well). I'm flattered that I get compliments on my blonde hair, which I colour myself, as it stays a lovely shade of blonde which never looks brassy and I know this is due to the violet shampoo. Wouldn't use any other product to keep my hair
This is a staple in my quest for perfect white hair! This shampoo does deposit some colour and as a result I find it a little drying, but used a couple of times a week with a good conditioner it's fantastic. This and Fudge's Clean Blonde Violet Toning Shampoo are my favourites for really brightening up brassiness in my hair. Just washing with it is fine, but leaving it in for a few minutes really does the job. Your hair may have some purple tones under artificial light, but in daylight it'll be a vibrant, clean blonde.