Purple Reign Shampoo a gentle colour correcting shampoo fuelled with hydrating extracts high in antioxidants from blueberry & black currant Purple Reign Shampoo is a perfect blend of green chemistry and nature. Formulated without Sulphates (Sodium Lauryl Sulphate (SLS), Sodium Laureth Sulphate (SLES)) that are regularly used in conventional haircare. SLS and SLES are known to be drying, scalp-irritating, more so on delicate natural blonde or coloured treated hair. Instead, our shampoos' performance is driven by an innovative blend of botanical cleansers (surfactants) derived from coconuts* such as Cocamidopropyl Betaine, Sodium Cocoyl Methyl Isethionate, Sodium Lauroyl Sarcosinate. These mild and gentle cleansers are kind to naturally blonde or colour treated hair, yet power packed to attract surplus oil and dirt whilst neutralising brassy & yellow tones. *source maybe changed from time to time to ensure natural resources are protected.How does a purple shampoo work? It is a balancing act of two types of chemistry, surfactant and colour chemistry. A surfactants main purpose is to cleanse and whilst we need Purple Regin Shampoo to cleanse we also need it to neutralise brassy & yellow hair tones. Surfactant molecules have two ends: one that is attracted to water (hydrophilic) and one that is attracted to oil and grease (lipophilic or hydrophobic).When shampoo is applied to wet hair the surfactants surround the oil and dirt on your scalp and hair. The hydrophobic end of the surfactant molecule attaches to the oil, while the hydrophilic end attaches to the water. When the shampoo is rinsed out, the water pulls the surfactants along with the oil, dirt, and other impurities, leaving hair clean, conditioned and refreshed. Whilst the surfactants are hard at work the active ingredient in Purple Reign, colour-depositing pigments, attach onto the hair shaft with each wash. These purple pigments work to neutralise unwanted warm tones.Consider a colour wheel, which serves as a fundamental tool in colour theory. When aiming to neutralise a specific colour, the complementary colour, found directly opposite on the wheel is used. For example, purple lies directly opposite yellow on the colour wheel. Applying purple tones effectively neutralises and diminishes brassy & yellow tones in blonde, silver, and grey hair.