PURPLE Shampoo Bar
PURPLE Shampoo Bar
PURPLE Shampoo Bar
PURPLE Shampoo Bar
PURPLE Shampoo Bar
PURPLE Shampoo Bar
PURPLE Shampoo Bar
PURPLE Shampoo Bar
PURPLE Shampoo Bar

PURPLE Shampoo Bar

for blonde and grey hair
Rated 4.4 out of 5
Based on 523 reviews
$17.00
Rated 4.4 out of 5
Based on 523 reviews

Blondes and silver stunners, listen up! This purple powerhouse is here to banish brassiness and boost brilliance and is formulated for daily use. Infused with beetroot, babassu oil, and betaine, it not only tones but also hydrates and restores radiance. Get ready for cooler, brighter, more vibrant locks that turn heads.

Not sure which bar to choose? Take our quick quiz to find your perfect match.

Sizes:
SHAMPOO
SHAMPOO AND CONDITIONER
Quantity Limited to 5

Goodbye brass, hello brightness.

Suitable for colour-treated hair and suitable for daily cleansing. 

Scent profile: Enchanting jasmine. 

Up to 10x more concentrated active ingredients for superior results* *Versus typical liquid shampoo 

Babassu oil - Nourishes and softens

Beetroot powder - Natural toning to keep blonde and grey hair bright

Betaine - Moisturises and protects colour-treated hair

Sodium Cocoyl Isethionate, Stearic Acid, Sodium Cocoyl Glycinate, Mica, Theobroma Cacao (Cocoa) Seed Butter, Coconut Acid, Orbignya Oleifera (Babassu) Seed Oil, Behentrimonium Methosulfate, Betaine, Brassica Alcohol, Sodium Isethionate, Aqua (Water), Lactic Acid, Glycerine, Guar Hydroxypropyltrimonium Chloride, Fragrance (Parfum)¹, Benzyl Alcohol, Sodium Chloride, Dehydroacetic Acid, Jasminum Officinale (Jasmine) Oil, Beta Vulgaris (Beet) Root Powder, Linalool², Titanium Dioxide (CI 77891), Ultramarines (CI 77007), Iron Oxides (CI 77491). ¹Natural fragrance. ²Component of essential oils and fragrance.

Net Weight: 110 g / 3.9 OZ

Easy as 1 - 2- 3: Wet hair and bar. Massage bar directly onto scalp and work into a lather with hands. Rinse completely, following with your Ethique conditioner.

Keep dry and away from direct water between uses. Store with ample airflow and drainage for best results. Use a storage tray to prevent staining. Check out our storage options!

BRIGHTENED + ILLUMINATED + TONED

Results in ONE WASH

SHAMPOO
1. Wet bar and hair
2. Swipe directly on scalp
3. Rinse completely

CONDITIONER
1. Glide bar on hair + ends
2. Rinse completely
4.4
Rated 4.4 out of 5 stars
Based on 531 reviews
Total 5 star reviews: 360 Total 4 star reviews: 86 Total 3 star reviews: 43 Total 2 star reviews: 15 Total 1 star reviews: 27
87%would recommend this product
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531 reviews
  • Cindy C.
    Verified Buyer
    I recommend this product
    Rated 5 out of 5 stars
    Yesterday
    A great clever purple bar

    Bought this for my mum and she loves it. It keeps her hair healthy and smooth. It’s perfect 💜

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  • Bridget L.
    Verified Buyer
    I recommend this product
    Rated 5 out of 5 stars
    1 week ago
    Great Shampoo

    Great product, easy to use

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  • Amie B.
    Verified Buyer
    I recommend this product
    Rated 5 out of 5 stars
    2 weeks ago
    Gentle and effective

    I use each time I wash my hair to keep the blonde bright and stop it from going brassy.

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  • Taylah E.
    Flag of New Zealand
    Verified Buyer
    I do not recommend this product
    Age Range 25 - 34
    My hair texture Medium
    My hair shape Straight
    My oil production Moderate
    Rated 1 out of 5 stars
    2 months ago
    Don’t bother

    I really didn’t like this one and I’m gutted about it. It’s SO messy and stains everything. It has almost no lather which makes it almost impossible to get an even coating over the hair resulting in an uneven tone. One star because it smells nice.

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    E Profile picture for Ethique
    Ethique
    2 months ago

    Thanks so much for your honest feedback, Taylah. We're really sorry to hear this one didn’t meet your expectations — especially when you were excited to give it a go.

    Our purple toning bars do contain a high level of natural pigment, which can make them a bit messier than standard shampoos — but that pigment is what helps gently tone brassiness without using coal tar dyes. Unlike many toning products that are used once a week, Tone It Down is designed for regular use — so the colour builds gradually and works as a preventative.

    We’ve passed your feedback along to our product team, and we’d love the chance to turn this experience around for you 💜

  • Kathryn M.
    Flag of United States
    Verified Buyer
    I recommend this product
    Age Range 55 - 64
    My hair texture Fine
    My hair shape Straight
    My oil production Oily
    Rated 5 out of 5 stars
    2 months ago
    Love this product!

    This helps keep my white hair white. It lathers up really well and lasts a long time. I love the new shapes, too.

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