body{margin-left:12%}Product ReviewsRated 3.33 out of 5 stars24 ReviewsMost Helpful Positive ReviewGreat ProductI have use this product once a week and my hair is completely soft and not dry or brittle. For the past two years, I've grown my grey out and began to use this to help with the brassiness at the beginning of my grey journey. Now I use it to keep my silver and grey hair shiny and looking healthy.Most Helpful Critical ReviewI will NEVER buy this product againI have used this product for a month and noticed my hair has fallen out consistently after every use. After switching between my shampoos I noticed that my hair was falling out heavily when I used it. After doing my research I found out it contains a toxic ingredient called DMD Hydantoin, which has been proven to cause hair loss. DO NOT waste your money, go buy Amika if your looking for a good purple shampoo. This brand should be ashamed and I'm ashamed I ever bought into this scam!Reviewed by 24 customersSo Frizzy2Hannah from Rhode IslandEvery time I use this shampoo and conditioner, my hair dries so frizzy, no matter what product/s I put in it after!! I don't know what it is about it, but I definitely won't be repurchasing or recommending. I'm not sure I'll finish the bottles I have, which sucks cause it's pricey. I don't notice a difference in my brassiness either really.Didn't Work1Kay from OlympiaThis didn't neutralize the brassiness in my blonde at all, if anything I felt like it made it worse. And it is SO drying and made my hair so tangly. I returned this and switched to the Matrix purple shampoo and my brassiness was gone after one use, and my hair felt softer.I would not buy again1DO from Mesa AZFollowed instructions and it left a hue to my hair. I wanted something to compare to Matrix Purple and this is not it.I will buy again4J from TexasUse with conditioner twice a weekno more yellow!5alyssa from floridamy hair was really yellow and I used this one time and its back to silver/ platinum. BEST product I've used so farGreat Product5Pam from NCI have use this product once a week and my hair is completely soft and not dry or brittle. For the past two years, I've grown my grey out and began to use this to help with the brassiness at the beginning of my grey journey. Now I use it to keep my silver and grey hair shiny and looking healthy.DO NOT BUY1Christina from IndianaI had been using this shampoo for months after getting my hair lightened to keep the silver tone. Every hair spoon I had after using this shampoo was terrible. My hair would burn off from the bleach and I would continue to lose CHUNKS of hair after. In the shower my hair seemed to melt off and when I brushed through my hair it was even worse. I've switched shampoos since and now my hair is feeling great. Please do not buy this shampoo.I will forever buy this product5Heidi from Galion OhioShampoo for blondes platinum and silver keeps your blonde from looking brassy and duelKicks the brass!5Nancy from New York, NYLove how this helps to neutralize my yellow/brassy tones! Works very efficiently and hair looks beautiful.Yes5Lakemom from OhioLove the Joico line. Great product. After reading other reviews, I have to say; I have never experienced any hair loss with this product.Love this shampoo5Lauren from TexasI have been using this Joico purple shampoo for years. It smells great and keeps my bleach blonde hair looking great!I love it!4PAOLA from TexasThis works way better than matrix! I've tried all brands but this is my go to! I'm blond from the roots to the ends and it really brings my hair color back to life :)No I won't buy this again.2Filly the blond from MII used to use the Rusk Platinum but my store doesn't have it anymore.Awesome shampoo; but tons of hair loss1Ts from MichiganUsed as it said to use, hair just keeps falling outNO MORE BRASSY HAIR!!5Jackie from CaliforniaLove this product! I leave it in for about 10mins before rinsing it off. Leaves my hair looking like I just got it done! Definitely recommend to get rid of the brassiness!!New formula, caused a lot of hair loss1Srclark75 from KYLoved the old formula and loved it. Tried this today and caused A LOT of hair loss. Never loss that much hair from any product ever. Do not use!!!I will NEVER buy this product again1Melanie from MissouriI have used this product for a month and noticed my hair has fallen out consistently after every use. After switching between my shampoos I noticed that my hair was falling out heavily when I used it. After doing my research I found out it contains a toxic ingredient called DMD Hydantoin, which has been proven to cause hair loss. DO NOT waste your money, go buy Amika if your looking for a good purple shampoo. This brand should be ashamed and I'm ashamed I ever bought into this scam!Great product5Mamabear24 from Seattle, WAMy daughter uses this and loves it for her highlighted hair.Love this5Blonde one from DelawareLove this purple shampoo. It doesnt dry out my hair. It makes my blonde pop.CAUSES HAIR LOSS1Jenny454 from Springfield, MOWorst purple shampoo I've ever tried. This has caused a TON of my hair too fall out due to the ingredients. F U.Amazing shampoo but ingredients lack2KK from St. Louis, MOI have been bleaching my hair for a little over a year and this is my holy grail shampoo, I have nothing but good things to say about the results and the liter has lasted me forever! BUT, this shampoo does contain DMDM Hydantoin which was so disappointing to see! :( I hope Joico can reformulate this without the ingredients that hurt your hair health long-term.Best purple shampoo5Laylay88 from NjOut of all the purple shampoos this is the bestYes but.....4Kete2001 from ChicagoDMDM HYDANTOIN has been linked to hair loss. It's an ingredient in this shampoo. Yikes! I love the results of this shampoo but now I'm reconsidering my purchase.I love it!5Ginny from WurtsboroIt was great for my hair!