BLONDE TONER: Our Vegan Ultra Violet Anti Yellow Shampoo is designed to cool down brassy blonde hair. Our gentle yet potent formula deposits violet pigment onto the hair as it cleanses. NEUTRALISER: Introducing Purple Violet toning Shampoo into your haircare routine is crucial for retaining Ash, Champagne, Beige and Pearl Blonde hair colours. VIOLET PIGMENT: Our deep-pigmented shampoo saturates the hair with Violet cool tones, vital for keeping your Blonde hair salon fresh, maintaining ash hues and eliminating brass tones. MADE IN UK: Our Ultra Violet Shampoo formulas are made in the UK. Our Anti Yellow Shampoo gently cleanses and maintains colour integrity in all hair types. VEGAN & CRUELTY-FREE: We love beautiful hair and animals equally, our PETA-approved products are 100% Vegan and also Salt and Sulfate-free.