You’ll never lose your cool with Joico Blonde Life Violet Shampoo. A brilliant, brass-neutralizing cleanser, free of SLS/SLES Sulfates,* that instantly banishes undesirable yellow tones, so cool blondes stay nice and icy.

Directions: Apply to wet hair. Lather. Leave in 1-3 minutes. Rinse, and follow with Blonde Life Violet Conditioner. Use 2-3 times per week to maintain cool tones.

For best results, follow with Joico Blonde Life Violet Conditioner.