The Best (Natural & Non-Toxic!) Purple Shampoo Brands for Blonde & Gray Hair

The Best (Natural & Non-Toxic!) Purple Shampoo Brands for Blonde & Gray Hair

So, funny story…a few years ago, a reader had asked me if I had a recommendation for a non-toxic purple shampoo. I was SO confused because I truly had no clue what the heck purple shampoo was. Fast forward to now, and I have tried multiple natural purple shampoo brands and use them in my own hair care routine. Keep reading if you some details on the best ones!

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What Does Purple Shampoo Do & Who is it For?

If you’re not familiar with purple shampoo, it’s literally just shampoo with purple (or blueish) pigment in it 💜 It’s for blonde, platinum, silver, or gray hair (natural or dyed/bleached) and helps neutralize the yellow tones and brassiness and keep the color fresh and bright!

If you look at the color wheel, purple is the opposite of yellow. So using a purple shampoo is a simple way to counteract those tones!

Purple shampoo counteracts yellow tones like the color wheel!

There are numerous reasons that hair can start to turn dull and yellowish such as pollution, chlorine (from swimming or even just from your shower!), excess UV sun exposure, or heat damage from styling your hair. You can help prevent dullness by using a shower filter to remove chlorine and applying a heat protectant spray before styling hair with hot tools.

If you have brown or darker hair, you can use purple shampoo too! Especially if you have highlights. It could help with brassy tones, but the effect might not be AS noticeable compared to lighter hair colors.

How often should you use purple shampoo?

I have dirty blonde hair with highlights and personally do not use purple shampoo for EVERY wash; I use it more as a special treatment and rotate it with my other regular shampoo. You can start by using it once a week and then more as needed. I also like to use it as a hair mask by applying it to dry hair for about 15 minutes before washing it out, just to let the pigment sit for a little longer and really soak in!

Related post: “My 6-Step Organic, Low Maintenance Hair Care Routine

Best Natural & Non-Toxic Purple Shampoo Brands

Now, if you’re looking for non-toxic purple shampoos, I got you! You might be wondering, but does a natural purple shampoo actually exist? The answer is yes, kind of 🤣

The primary ingredients to avoid in shampoo are harsh sulfates like SLS/SLES (irritating foaming agents), parabens, synthetic fragrances, PEGs, phthalates, and silicones. Rest assured, all of the shampoos I recommend in this post are free of those nasties!

The “kind of” refers to dyes and pigments in the shampoo. There ARE ways to naturally pigment shampoos with plants and extracts. Unfortunately, they’re just not as strong or effective as using dyes. So if you really want a purple shampoo to perform, you might need some dyes! I’m personally okay with using a bit in moderation here and there, especially since I’m not using purple shampoo for EVERY wash. It’s really a personal preference!

Some of the shampoos recommended in this post use dyes, some use plant pigments, and some use both! 🟣

Related resource: Index of Ingredients to Avoid & Printable Pocket Guide

(BTW, these all have purple conditioners to pair with too! I just don’t personally use conditioner myself so I can only give recommendations for the shampoo!)

Acure Ionic Blonde & Innersense Bright Balance Purple Shampoos

Best Budget-Friendly Purple Shampoo: Acure Ionic Blonde Color Wellness

This one is SO affordable for a clean shampoo and you get the most bang for your buck. Depending on where you buy it, it’s only like $6! It uses purple carrot and blackberry as plant-based pigments but also has Violet 2. The color is VERY vibrant!

It lathers well and leaves my hair feeling clean and clarified. It does have a pretty potent smell (very vanilla-y), so if you’re sensitive to strong scents then it might be too much for you. But the smell doesn’t linger after washing. The formula is on the runny side!

It does help keep my blonde vibrant and fresh. It’s not the most drastic or powerful; especially if you’re used to conventional purple shampoos. But I do notice that it works and makes a difference!

Shop Acure Purple Shampoo Here

Also available online here at Target.

Best & Most Effective Natural Purple Shampoo: Innersense Bright Balance Hairbath

I love Innersense’s regular shampoo, so I was thrilled to see them release a purple line! The first thing I noticed about this shampoo is that it’s quite THICK. It smells like jasmine and apple; very pleasant! But the smell does not linger after washing. The formula uses Basic Blue 99 and Basic Red 76 to offset yellow tones. It’s much darker and more concentrated compared to Acure’s.

If you’ve tried the Innersense Pure Harmony Hairbath shampoo, it’s kind of similar! But I think the lather is *slightly* less intense with this purple version. Don’t get me wrong, I still think it’s a great shampoo and is actually my top pick of all the purple shampoos! It’s just not as foamy as the regular Hairbath from Innersense.

It cleanses my hair well without overdrying or getting too tangly! And I do really notice an improvement in the tones of my hair; definitely brighter and less brassy. Of all the purple shampoos I’ve used, this one is my favorite and I think it works the best!

Shop Innersense Purple Shampoo Here

You can also buy this Toning Duo which has both the shampoo and conditioner for a discounted price! Also available here at The Detox Market.

Acure Ionic Blonde & Innersense Bright Balance Purple Shampoos

Reviewing Other Natural Purple Shampoo Brands

Natural Purple Shampoo Brands

There are a couple of other natural purple shampoos I’ve tried. They’re not necessarily my top picks, but thought I would give you my thoughts and review them anyway!

Bruns N°24 Purple Shampoo

This brand is from Sweden but The New Knew carries it in her US-based online shop. It uses Campeche logwood and Violet 43 to neutralize yellow tones. Overall it’s a decent shampoo but quite pricey for the amount you get.

Bruns N°24 Purple Shampoo

The color is bright purple and it smells really fresh like citrus and a woodsy pine forest combined. It’s a plastic bottle and you just squeeze it to dispense. The shampoo creates a fair amount of lather, but I do feel like it leaves hair tangled and is a little drying too. I think it works well for toning, but just isn’t the best shampoo formula compared to others!

Shop Bruns Purple Shampoo Here

Flourish Vibrant + Violet Purple Perfecting Shampoo

This one is created entirely from plants, even the pigments! 🌱 And it has some certified organic ingredients. The color comes naturally from spirulina, beet, berries, and rhubarb. A couple of other things I like about this one: it smells delicious like Fruit Loops cereal, cleans hair well, has a nice lather, is packaged in a sustainable aluminum bottle, and you can get large refill pouches.

Flourish also makes a Violet Booster Powder which is an awesome concept. You just mix the powder with your shampoo and apply it to a wet scalp (the powder doesn’t activate until it’s mixed with water!). I also like that you can use it with whatever shampoo you already have instead of buying a special purple one.

Overall, I do feel like this helps with toning, but not as well as the shampoos that use dyes for pigment. But I appreciate that it’s all plant-based and dye-free!

Shop Flourish Purple Shampoo Here

Rahua Color Full Shampoo

This is the first natural purple shampoo I used years ago because there really weren’t many others on the market! So I guess it’s the OG one haha. In retrospect, it really is NOT as powerful as others in this post and I wouldn’t get it again. It’s a very dull, light purple color and is naturally pigmented by plants. I think it’s better for helping preserve color vs. toning blonde/gray hair colors. It also has a robust gardenia scent which can be overpowering!

Shop Rahua Color Shampoo Here

Have you tried any of these purple shampoos or have any other brands you’d add to this list? Let me hear it in the comments! Thanks for reading 💜

Becca Signature




The Best (Natural & Non-Toxic!) Purple Shampoo Brands for Blonde & Gray Hair

Written by: Becca

Becca is a blogger, wife, and dog mom living in Milwaukee, Wisconsin. Having seen firsthand the benefits of switching to a natural lifestyle herself, she's passionate about helping women make the switch to clean beauty products, organic skincare, and a holistic way of life (without the stress of being perfect about it!).

5 comments on “The Best (Natural & Non-Toxic!) Purple Shampoo Brands for Blonde & Gray Hair”

    1. Just personal preference, I only wash my hair once a week so I feel like it can weigh my hair down and I’d rather use a leave-in conditioner.

    1. Not that I have noticed! You just need to make sure that you wash away any globs of shampoo and avoid letting them sit for a while. I’ve occasionally gotten some on my shower curtain – I always try to wash it away quickly but have not seen any stains from it.

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