people's choice

The Best Purple Shampoos on Amazon, According to Hyperenthusiastic Reviewers

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Here at the Strategist UK, we like to think of ourselves as obsessive (in the best way) about the stuff we buy, but as much as we’d like to, we can’t try everything. Which is why we have People’s Choice, in which we find the best-reviewed products and single out the most convincing ones. (You can learn more about our rating system and how we pick each item here.)

And while we’ve written about hair products before on our U.S. site — including the best shampoos for dry hair, the best products for greying hair, the best products for bleached blonde hair, and the best conditioners — here, we’ve rounded up the best purple shampoos, as praised by the most enthusiastic reviewers on Amazon.

Note: Purple shampoos are designed to neutralise brassy, yellow tones in blonde hair, in order to maintain a cool, ashy undertone to dyed hair in between trips to the salon. They are often used to brighten grey, silver, or decoloured hair as well. Purple shampoos are named for their strong purple pigment, which is present in most brands. This list includes both traditional purple shampoos and shampoos that are intended for the purpose above and categorised as purple shampoos, even if they’re not actually purple in the bottle.

Best-rated purple shampoo


More than 27,000 customers have given this Purple-Silver Shampoo a full five stars. And with 4.4 stars across 38,000 ratings, it’s definitely the website’s best-rated option. This shampoo is made by Bold Uniq, a U.K.–based company that markets the product as an “ultra-pigmented” purple shampoo that is vitamin-enriched, paraben- and sulfate-free, and vegan- and cruelty-free. Nearly 250 people say it’s the best purple shampoo they’ve found, and several reviewers say the results are visible from the first application. There are success stories (and accompanying photos) from dozens of people wishing to tone blonde hair, brighten greying hair, or even tint their hair purple. And unlike many of the other shampoos on this list, customers repeatedly say that it smells lovely. One five-star reviewer is so happy with the product’s effect on her hair that she can’t stop looking in the mirror — because it’s so hard to believe the results are real.

Best purple shampoo-and-conditioner set

Fanola, a U.K.–based company whose products are made in Italy, is responsible for Amazon’s best-rated purple shampoo-and-conditioner duo. Overall, 83 percent of customers give this duo a five-star rating, with reviews emphasising that the shampoo works quickly and well. Six customers specifically say that their hairdresser recommended Fanola to them. Many reviewers compliment the conditioner specifically, like one who says that it makes their hair easy to style, and another who says it combats dryness and damage from overwashing. It’s worth noting that this is the most expensive item on this list, but both products come in large, litre-size bottles. The duo is also available in a 350 ml size.

Best purple shampoo for grey hair


If you’re worried about staining your skin with strong purple pigments, or you want something best suited for silver or grey hair, Amazon buyers are highly complimentary about this option from L’Oréal Professionnel. This clarifying silver shampoo — which uses purple pigments and is intended for the same brightening and toning purposes as any purple shampoo — holds 4.6 stars across 2,200 ratings, and is much-lauded by customers. Eight customers describe using this product while they transition into a natural grey or as a touch-up between treatments, and say that L’Oréal works well on their roots. Many customers say they wouldn’t use anything else: There are 36 reviews that say this well-known brand provides much better results than cheaper alternatives. An added bonus? According to several customers, the shampoo bottles are larger and longer-lasting than they look — and more than 56 reviewers agreed that the shampoo, which comes in sizes up to 1.5 litres, is great value for money.

Best purple shampoo for different hair types and darker colours


With more than 3,800 five-star ratings, the U.S.–made Clairol Shimmer Lights Shampoo is another big hit on Amazon. According to customers, it works well for brightening greys and neutralising brassy tones. What sets it apart, at least among customer reviews, is that it works well on a wide range of coloured hair and hair types. There are success stories from ten reviewers with red, dark brown, or near-black hair who used the product to reduce the warm undertones in their specific shade. For example, one customer mentions successfully using this shampoo on box-dyed red hair to tone down the brassiness for a softer auburn. For another, this shampoo worked perfectly on hair extensions, to create a base for dyeing them vivid colours. According to three people, this shampoo can also be used in place of a toner as part of the dyeing process.

Best hydrating purple shampoo

Fudge Clean Blonde Violet Shampoo 300 ml

According to one reviewer, this purple shampoo is the best she’s ever used: It produces her desired ash-blonde tone and leaves her hair (described as dry, damaged, brittle, and frizzy) feeling soft and smooth. Two other customers say that the Fudge product is far more hydrating than their previous purple shampoos, while a fourth says that they have been able to forgo conditioner completely since using it. According to Fudge, this is because the shampoo is formulated with guarana to nourish the hair while toning. There’s strong support from the crowd, too: This shampoo has 4.6 stars across 1,077 ratings. More than 30 reviews say that it is better than the other major brands and, in one backhanded compliment, even better than their hairdresser. Although this shampoo is on the expensive side, buyers emphasise that a little goes a long way. In fact, according to 20 reviewers, this is a particularly potent purple-shampoo formula — it’s important to watch both the clock and the quantity when you’re washing.

Best supermarket purple shampoo

PRO:VOKE Touch of Silver Brightening Shampoo 150ml

Unlike most of its competitors, you can get this highly rated purple shampoo for less than the price of a coffee. The PRO:VOKE Brightening Shampoo is popular among customers for the same reasons as other shampoos on this list: Reviewers say that it’s effective at neutralising brassy tones and keeping blondes bright. But value was the main thing keeping customers coming back. As one reviewer wrote: This is a quality product and it does the job. Why pay more? Another 40 customers said they were pleased with the cheap price point or the swift delivery. Although a handful of reviews suggest that this does not match up to the pricier products they’ve used in the past, more than 85 percent of customers were very pleased with the results. And with over 8,000 ratings, that’s a good strike rate, especially at a low-risk price.

Best gentle, plant-based purple shampoo


Although this shampoo is not physically purple, it works in a similar way to its purple and silver peers. It also has 4.4 stars from 2,300 ratings. It’s made by Klorane, a French skin-care and hair-care company focused on botanicals and plant-based active ingredients. The anti-yellowing formula is made with no synthetic colours — instead, to combat yellow tones, it uses a blue vegetal pigment found in the flower centaury. This product is very popular with customers with newly greying or salt-and-pepper hair, who contributed more than 70 glowing reviews. For them, the shampoo effectively neutralises yellow tones while improving the texture and sheen of their hair. More than 30 reviewers say that their hair is softer, and another 30 compliment the gentle scent. For some customers, this product is too gentle — a couple of people mention using it in between washes with a stronger, synthetic purple shampoo.

The Strategist UK is designed to surface the most useful, expert recommendations for things to buy across the vast e-commerce landscape. Read about who we are and what we do here. Our editors update links when possible, but note that deals can expire and all prices are subject to change.

The Best Purple Shampoos, According to Reviewers