Set your tone. This purple shampoo gently yet effectively cleanses, and when paired with Illuminated Blonde Conditioner, helps illuminate blonde hair by neutralizing brassy tones. It also hydrates, reduces frizz, and conditions for moisturized strands. Free of sulfate cleansers.  Bb.Products are free from parabens, phthalates, mineral oil, and formaldehyde. Apply and massage through damp hair. Let it sit for two minutes. Rinse, and follow with Illuminated Blonde Conditioner. FROM THE PRO: When using a purple shampoo, it’s important to massage and work the shampoo thoroughly from roots to ends. This will ensure consistent coverage and even toning.