violet shampoo that cleanses & maintains the hue of cool blonde, highlighted, bleached or grey hair. Neutralises unwanted yellow or brassy tones with a high level of violet dye. Joico Color Endure violet Shampoo will create a brighter tone to your light, coloured hair, cancelling out yellowness created by oxidation. Plus, it will add strength & protect your hair from environmental & physical damage. p H 4.5-5.5.