body{margin-left:12%}Product ReviewsRated 3.78 out of 5 stars59 ReviewsMost Helpful Positive ReviewI love it!I really love this shampoo! It's by far my favorite blonde shampoo I've ever used, and I've been using it for about a year. There are a lot of negative reviews but I wanted to leave a positive one - products work differently for everyone, so don't be scared to at least try it! This shampoo doesn't dry out my hair at all, in fact when I first began using it, I noticed my hair was softer. I also haven't noticed any increased fallout like many other reviews say. I don't use this every wash, and when I do use it, I shampoo my hair with a different shampoo first to cleanse, and then I use this one to tone. Overall I highly recommend.Most Helpful Critical ReviewSevere but gradual allergiesI did not have any of the issues with dryness that some other reviewers had. In terms of making my hair look nice, this worked well. HOWEVER, I had a serious allergic reaction to this. It was NOT anything obviously tied to shampoo, so I used this for months before I figured it out. It's weird and sounds unlikely, but all this stopped when I finally stopped using this shampoo. The first sign--I said this was weird and unlikely--was that my feet started itching. I don't know if it was from standing in the shower, but it got worse and worse. I also noticed that my eyes were very bloodshot, but chalked it up to being a mom and getting older. Then, the itching started on my neck. It was off and on for a few months. Every time I would get ready to go to the dermatologist, it would go away. On top of this, I was getting EXTREMELY spacy, forgetful, and tired. I seriously thought I had an autoimmune disease and had my regular doctor run tests. Finally, on a trip, I got a terrible face rash. I thought I had lupus, because I'd been in the sun. I went to the derm, and she said it looked like a classic product allergy. We tested but it was nothing obvious. I cut everything out and reintroduced things one at a time. It was this shampoo. I am posting this lengthy description in case anyone else gets this and spends a fortune on medical bills, like I did.Reviewed by 59 customersLove this shampoo!5Kathy from ConnecticutI'm a hairdresser and have highlighted my hair for years. I have probably used every shampoo on the market for highlighted hair. This is the best I have used! It doesn't weigh ur hair down, it leaves a great shine and removes any brass. Your highlights will pop! Yes, a little pricey but once u try it you won't use anything else.I love this shampoo.5Gail from Huachuca City, ArizonaI have been using this shampoo for six months. It has not dried my hair nor has my hair fallen out. It has taken the yellow out of my gray hair. I have gotten lots of good compliments. People think that I have colored my hair white but I have not.Excellent product5Kathy from Westport CtAs a hairdresser that has had highlighted hair for years, I can tell you this shampoo is excellent. Different than the standard purple shampoo, this will leave you blonde with a soft beige tone. It gives amazing shine and manageability. I use this shampoo 6 days a week and purple one day.. you will not be disappointed. One of the best out there!love this product5brittany from coloradoi love Joico products. i alternate every few days between blonde life and hydrasplash. ive been using them like that for about a year now and before that i just used blonde life. i use the shampoo and conditioner and it always leaves my hair silky, smoothe, and hydrated.Definitely Returning1chrdrctr from Winchester, VAOnly used it once and followed directions. It burned my scalp while in my hair and actually stripped some of the blonde that was put in three weeks ago. Definitely returning. Would not recommend.Don't buy this!1B from Gadsden, ALSo..a stylist (not my stylist) who worked at the salon I go to recommended this product to me when I went in to restock on my shampoo. I thought why not and liked it for the most part but noticed my hair was really dry and tangled but I liked the way it toned my blonde. Well..as of the last few months I've started noticing my hair is thinning, I've never had this problem before. My hair has always been in the words of my stylist and anyone who knows me a lions mane because it's so thick, like have to severely thin it every 2-3 months to keep from overheating especially in the summer. Now I'm scared to even brush my hair as it comes out in clumps and my stylist can actually see my scalp..YALL PLEASE DONT BUY THIS!Great Product5Carlton from Holly SpringsHands down, best purple shampoo for blonde hair.LOVE IT5Mom2onebeauty from Palm BeachI have blond highlights and my natural hair is dark brown. I needed a a shampoo that smelled great, prevented brassiness and kept my hair healthy looking without being dull. Read other reviews prior and decided to try this. My new go to product!LOVE IT5Mom2onebeauty from Palm BeachI have blond highlights and my natural hair is dark brown. I needed a a conditioner that smelled great, prevented brassiness and kept my hair healthy looking without being dull. Read other reviews prior and decided to try this. My new go to product!Great for low lights!5Toad from Beaumont TexasJust like you would use regular shampooPretty good4Danny from Washington DCThis a great purple shampoo that's sulfate-free and won't stain your hair purple. I'm platinum blonde so the results are subtle for me but it really take the yellow out over time. Doesn't dry my hair out either! If you want extreme results, though, then this isn't the product.Great for all blondes!5Bianca from Coral SpringsHelps brighten my dull highlights, I use every other wash and I wash my hair only once a weekWanted to love it but...1Molly from Denver, COI really wanted to love this product, it tones my highlighted hair beautifully! Unfortunately it has been causing a significant number of painful itchy scabs to form on my scalp. I've never had this happen before and it's really disappointing. The regular Joico purple shampoo has never done this to me so I will get that insteadBest Violet Shampoo5Kayla from MissouriThis is the best blonde shampoo you can buy at ultaBest purple shampoo5Satisfied from MarylandGreat results with this, really happyI love it!5C from TexasI really love this shampoo! It's by far my favorite blonde shampoo I've ever used, and I've been using it for about a year. There are a lot of negative reviews but I wanted to leave a positive one - products work differently for everyone, so don't be scared to at least try it! This shampoo doesn't dry out my hair at all, in fact when I first began using it, I noticed my hair was softer. I also haven't noticed any increased fallout like many other reviews say. I don't use this every wash, and when I do use it, I shampoo my hair with a different shampoo first to cleanse, and then I use this one to tone. Overall I highly recommend.HAIR LOSS2Disappointed from Fort Worth txI would definitely not recommend this shampoo. Yes it seems more drying than other purple shampoos I've tried but that's not the worst part. My hair is FALLING OUT. It took me a couple of months to realize it because I'm also 9 months post partum but it finally clicked. Rinsing my hair I'm the shower I could pull thick strands completely out from my hair. I'm having to clean out my brush after each blow dry which I've never done beforeLove the product, but delivery was bad5Jacy from Tuttle, OKCut the brassy color out of the blonde in a few washes. Love the way it makes my hair feel.Severe but gradual allergies1Natalie from New YorkI did not have any of the issues with dryness that some other reviewers had. In terms of making my hair look nice, this worked well. HOWEVER, I had a serious allergic reaction to this. It was NOT anything obviously tied to shampoo, so I used this for months before I figured it out. It's weird and sounds unlikely, but all this stopped when I finally stopped using this shampoo. The first sign--I said this was weird and unlikely--was that my feet started itching. I don't know if it was from standing in the shower, but it got worse and worse. I also noticed that my eyes were very bloodshot, but chalked it up to being a mom and getting older. Then, the itching started on my neck. It was off and on for a few months. Every time I would get ready to go to the dermatologist, it would go away. On top of this, I was getting EXTREMELY spacy, forgetful, and tired. I seriously thought I had an autoimmune disease and had my regular doctor run tests. Finally, on a trip, I got a terrible face rash. I thought I had lupus, because I'd been in the sun. I went to the derm, and she said it looked like a classic product allergy. We tested but it was nothing obvious. I cut everything out and reintroduced things one at a time. It was this shampoo. I am posting this lengthy description in case anyone else gets this and spends a fortune on medical bills, like I did.VERY drying2Taylor from Spartanburg SCThis is probably the worst blonde shampoo I have ever bought. Since day one of using I couldn't figure out why my hair was suddenly so tangly and coming out in brush fulls. It took so long to get my hair to brush through after each wash. And to top it off after about a month of trying to "stick it out" there was really no noticeable benefits of using it. Save your money!!!I will keep buying this as long as it's available5Jenny from Hurley, VaI use this to brighten my silver hair, i recommend it to anyone, does not dry out like other shampoo's i wouldn't change a thingDried out my hair3ke from 92583My new stylist recommend I use this. After one wash it dried out my hair. I have oily hair and I have never had a shampoo dry out my hair like this, ever. Returning this and sticking to my Redkin.so far so good5Cee Dee from Med Pk OKI have just used the shampoo once so far. I was very pleased to notice it helped with my brassiness.I might buy it4Skinny from IndianaWish it had more sudsGreat product5Aw from Fort Worth txIt really took out the brassiness after 1 wash. I'm impressed. Going to buy the conditioner too