body{margin-left:12%}Product ReviewsRated 4.65 out of 5 stars115 ReviewsMost Helpful Positive ReviewOuidad's purple powerFirst let's say this shampoo is very purple! I thought it would leave stains in the shower but upon lathering it in my hair it turns into a normal color, white lather and leaves no stains. The smell is fantastic. It's a floral, light, clean, beautiful scent. You get this beautiful orchid scent and it lasts until the next wash which for me during fall/winter is 2-3 days between washes. The texture is nice and thick, not runny, and for me it lathers perfectly so it's not too much. My hair is a light Auburn and every minute in the sun it gets more red and orangish tones that I don't want. Purple shampoo is not just for blonde hair. After using this 4-5 times it has, thankfully, really reduced that orangish tone. My hair feels very clean, and it doesn't dry my hair out. Not that dry straw like feeling. I also feel like my hair is healthier. So if you want a really nice clean and tone it down I would definitely try this. So far it's the best of the purple hair products that I've tried.Most Helpful Critical ReviewSmells Great - Very DryingI had really high hopes for this shampoo. Opening the bottle was an ease and I love the squeeze to get products out versus the pump which can get stuck or broken off. After saturating my hair, the heavenly scent from the very luxurious lather and bright purple color was a fun experience while washing my hair. Once it was time to rinse out the soap, I felt there was so much lather, that I just didn't get the results I wanted. I also felt that it was more drying to my hair as to help take the brass out which made it more brittle to the touch for me. Maybe it just didn't agree with my hair or the formula just doesn't work for me. Either way, I will probably not purchase this produce in the future.Reviewed by 115 customersGood Shampoo4Breanna from UndisclosedIt was a nice shampoo. My hair felt clean, and it toned my blond tipsWorks on lifted, red-colored hair!5Genessa from UndisclosedI have tried many different shampoos that claim to moisturize hair and get rid of brassiness and none of them worked. My hair is lifted but is currently colored red and I've had severe breakage and nothing has worked. Everything either makes my hair severely dry or makes my hair color bleed. This shampoo! Has helped my hair so much! It doesn't make my hair feel dry and wiry after shampooing and the bleeding of color from my hair is minimal and that's important since the color is semi-permanent. It makes my hair feel soft and makes my curls pop even before using the conditioner.I like the product5Carmen from Undisclosedlike it it great the shampoo is a great product i love the scentAmazing5Abigail from UndisclosedI loved this shampoo because it leaves my hair fresh clean and toned. I use it frequently now.Nice results with tone it away!5Diana from UndisclosedIm in live with the purple shampoo my Jaír start to look purple now. I was looking for something to cover my hair alike this. Wonderful product.Love55Seebah from UndisclosedLove this product! My hair looks so shiny and healthyGreat shampoo5Alma from UndisclosedGreat shampoo. It lathered so well without stripping off the color from my hair. It smelled amazing as well. I would definitely recommend this brand to my friends and family.Perfect shampoo5Alma from UndisclosedGreat shampoo. It lathered so well without stripping off the color from my hair. It smelled amazing as well. I would definitely recommend this brand to my friends and family.Shampoo5regine from UndisclosedTone It Away™ Purple Shampoo was very surprised of this shampoo. Have my hair feeling clean and smelling great. I was surprised cause of the purple brand. But it got the job done. Deep clean with the shampoo and jump to conditioner. Will be getting this again shampoo again.This is a great sulfate free purple shampoo. It gently cleanses your hair. The shampoo provides some brightness to my highlights which have turned a bit brassy. I love that it is infused with cica, rice water and quinoa protein to help strengthen my strands and repair damage. I also love that you only leave it on for 2 to 3 minutes. It has a nice clean sent that I do appreciateThe best purple shampoo I've tried!5Christy from UndisclosedI absolutely love this shampoo! It doesn't seem to dry out my hair like other purple shampoos, it actually made my hair really shiny. Tones down brassiness and holds color longer. Definitely recommendSmells Great - Very Drying3Crystal from UndisclosedI had really high hopes for this shampoo. Opening the bottle was an ease and I love the squeeze to get products out versus the pump which can get stuck or broken off. After saturating my hair, the heavenly scent from the very luxurious lather and bright purple color was a fun experience while washing my hair. Once it was time to rinse out the soap, I felt there was so much lather, that I just didn't get the results I wanted. I also felt that it was more drying to my hair as to help take the brass out which made it more brittle to the touch for me. Maybe it just didn't agree with my hair or the formula just doesn't work for me. Either way, I will probably not purchase this produce in the future.Ouidad shampoo4Sharon from UndisclosedOuidad tone it away purple shampoo was ok. It cleaned my hair really well.Ouidad4sharon from UndisclosedOuidad Tone it away purple shampoo is OK. I felt really clean my hair.Great5Creole from UndisclosedIt was a great product overall!! I would not buy specifically but I do recommend!!Enhanced color5Renisha from UndisclosedI love how the product left my hair moisturized and not dry. It didn't not mess up my hair texture and left the color in my hair and I am so happy that it did not fade. I definitely recommend this product.Tone It Away is a Breath of Fresh Air5Aimee from UndisclosedI actually love this shampoo! It is concenrrate so you only need a little. Not only does it smell good; it keeps your hair looking good for weeks! Unbelivable!Love this5Tina from UndisclosedThis is a great sulfate free purple shampoo. It gently cleanses your hair. The shampoo provides some brightness to my highlights which have turned a bit brassy. I love that it is infused with cica, rice water and quinoa protein to help strengthen my strands and repair damage. I also love that you only leave it on for 2 to 3 minutes. It has a nice clean sent that I do appreciate.Purple clean4Jennifer from UndisclosedI like that the shampoo wasn't heavily scented. It just smelled clean, I didn't detect a chemical smell due to the coloring. I like the thickness of the shampoo and that it evenly coated my hair and cleaned it without taking away the shine. It didn't soften my hair like I thought it would, but it did help detangle my hair.Moisture repair4Ruth from UndisclosedThe shampoo was good the reason I like it, was that it made my hair very clean and it smell good as well it was away a lot of the dirt from hair products and environmental stuff that gets in your hair from day to day…my curls look great after using this product I like the fact that it didn't have harsh chemicals to make my hair feel as it hasn't clean and I like the ingredients that it contained in the product, totally worth the try, I recommend hands downTake it down a notch5Brenda from UndisclosedOverall, Tone it Away Purple Shampoo is the perfect cleanser that's gentle on my hair but tough on the brass! I love the fact that it has natural ingredients that can bring my hair back to life!Really love this shampoo5Kenya from UndisclosedI really love this purple shampoo I've been using it now for about a month and I must say this is the only shampoo I will use it works well with dandruff as well as it gives a nice shine to curly hair it made my scalp feel so good and my hair was so soft I recommended to friends and family and I must say it is Affordable only shampoo I will use for now on is theTone It Away Purple Shampoo I really love itAverage good shampoo3Kariana from UndisclosedI used this until i ran out. There was a difference but not that much. I feel like this is a product you need to keep purchasing in order to see more results. But the lather was ok and the smell wasn't strong. Over all decent product .Great tone4Emily from UndisclosedI have longvwavy highlighted hair. I used the shampoo and it lathered nice but I thought it could of had a more pleasant scent. It left my hair soft and I definitely noticed less brass. The mask was very thick and left my hair very shiny and my waves were less frizzy. Overall I recommend for any highlighted or bleached hair.Ouidad Tone It Away Purple Shampoo5Blair from UndisclosedI was gifted this Ouidad Tone it Away Purple Shampoo in exchange for my honest review. The Tone It Away line is so fantastic and specifically this shampoo. It's got tons of purple pigment in it to really maximize those beautiful golden, lighter shades of blonde and further reduce the unwanted orange, brassy tones that my naturally dark brown hair can produce when attempting to lighten the color. Something about this bright purple color excites me and makes washing my hair a fun and effortless process, not to mention its effective in other areas such as strengthening hair, creating voluminous curls, reducing frizz, and overall establishing healthier than ever hair!Brass free5Staci from UndisclosedThis neutralizing shampoo met all of my expectations and more! The formula didn't cause my curls to look dry and frizzy like more purple shampoo's. The smell is nice and mild, not overbearing at all. I definitely noticed a brighter shade of blonde and less brass after using.