Highlighted, lifted, blonde, and gray hair tones often require more regular color maintenance, as these tones are known to become brassy and fade over time. Additionally, curly hair is more fragile and can sometimes be prone to damage when curls are highlighted or lightened often. A consistent wash day routine using products formulated specifically for curls and color-treated hair is essential to keeping your curls hydrated and healthy, and to ensure that your hair color continues to look refreshed and vibrant in between visits to the salon.<br /><br />Introducing Ouidad’s NEW Tone It Away™ Purple Shampoo for Curly Hair<br />One of the easiest ways to keep all gray and blonde tones looking bright is to add a purple shampoo to your wash day regimen. Ouidad’s new Tone It Away™ Purple Shampoo is a gentle, sulfate-free shampoo that neutralizes brassiness and enhances all highlighted, gray and lifted tones. Tone It Away™ is one of three products in Ouidad’s new collection of color care products, which also includes Curl Tone™ Anti-Brass Conditioning Mask and Hello Shine™ Glossy Treatment Mask.&gt;<br />These color care products are formulated for all curl types, including Loose Curls and Waves, Spirals, Tight Curls, and Coils, and were created to preserve salon-treated color while also helping to strengthen and deeply treat processed, colored, or damaged and dry curls. The breakthrough formulas utilize good-for-curl ingredients to prevent fading and extend color vibrancy.<br /><br />How Does Purple Shampoo Work?<br />Tone It Away Purple Shampoo is packed with good-for-curl ingredients that work to help repair any damage caused by hair color while they also enhance all highlighted, gray, and lifted tones. Violet and orchid extracts work to eliminate any unwanted brassy tones in the hair and help to maintain fresh-looking color overall. Both extracts contain purple pigments that neutralize brassy and yellow tones on blonde or gray curls and make hair look brighter, cooler, and more refreshed. Because purple and yellow are complimentary colors and sit opposite each other on the color wheel, these tones work to cancel each other out. This is why using a purple shampoo regularly in your wash day routine will enhance vibrancy, prolong the look of your color, and ultimately allow you to go longer in between salon visits. It is important to note that Tone It Away Purple Shampoo is not permanent or temporary hair color and will not deposit any color onto your hair. This formula was designed to tone hair gradually and gently over time.<br />In addition to neutralizing brass, Tone It Away is also formulated to strengthen strands and add lightweight moisture to dry or damaged curls without weighing them down or leaving behind any residue. Innovative ingredients like cica and rice water also help to strengthen hair and repair damage over time, while pro-vitamin B5 and quinoa protein moisturize and support overall hair health and strength. Ouidad’s purple shampoo for curly hair is cruelty-free and vegan, and is free from sulfates, silicones, parabens, mineral oils, and alcohols.<br />Cleanse with Tone It Away™ Purple Shampoo as needed when you’re looking to tone brassiness and refresh the look of your color at home. When shampooing, simply massage into wet hair and distribute the product evenly throughout strands. Leave on hair for 2-3 minutes and rinse. For a more intense toning experience, we recommend pairing Tone It Away™ Purple Shampoo with Curl Tone Anti-Brass Conditioning Mask. Curl Tone is a moisturizing silicone-free mask that works to neutralize brassy tones while also deep conditioning curls. Infused with violet and orchid extracts as well as rice water, this conditioning mask helps strengthen hair and repair damage from coloring. Shop here: Tone It Away™ Purple Shampoo