Aveda Botanical Repair Purple Toning Shampoo — 6.7 fl oz for Blonde, Silver & Grey, Silicone-Free, 96% Naturally Derived

Aveda Botanical Repair Purple Toning Shampoo is a violet-based, 96% naturally derived cleanser that reduces brassiness and helps repair fragile blonde, silver, or grey hair.

This purple toning shampoo uses violet pigments to neutralize yellow and brassy tones while plant-derived bond-building technology helps strengthen and repair hair from within. It’s formulated without silicones, drying alcohols, sulfates, or synthetic fragrances, and is suitable for lightened, natural blonde, silver, and grey hair across textures. Use it in place of your regular shampoo to brighten color and progressively tone with repeated washes.

How quickly will I see brassiness reduced?

You can notice a measurable reduction in unwanted yellow or brassy tones after a single wash; progressive toning continues with repeated use. Results depend on your starting color, porosity, and how long you leave the product on.

• Neutralizes yellow/brassy tones up to 5X after one use in testing.
• Violet-rich pigments deposit color instantly to counter warm tones.
• Use each wash until desired tone, then decrease frequency for maintenance.

Will this shampoo weaken or dry out my hair?

The formula is designed to cleanse without stripping and includes plant-derived bond-building ingredients that help repair fragile strands. It avoids harsh drying agents and silicones, so it cleans while helping preserve hair strength and manageability.

• 96% naturally derived formulation reduces reliance on petroleum-based ingredients.
• Free from silicones, sulfates (SLS/SLES), and drying alcohols.
• Bond-building technology targets internal fiber strength rather than masking damage.

How do I use it for best toning and repair?

Apply to wet hair, massage thoroughly, leave on 1–3 minutes based on desired toning, then rinse well. For initial toning, use every wash until you reach the shade you want; afterward, switch to weekly or as-needed use to maintain tone and brightness.

• Massage into wet hair, focusing on mid-lengths and ends where brassiness forms.
• Adjust leave time (1–3 minutes) to control intensity of toning.
• Follow with a conditioner or the Botanical Repair conditioner for extra moisture and repair.

Is this product suitable for all hair types and ethical preferences?

Yes—this shampoo works on a wide range of textures and is formulated without animal-derived ingredients. Aveda is 100% vegan, a Certified B Corp, and Leaping Bunny approved, aligning the product with many ethical standards.

• Safe for natural and lightened blonde, silver, and grey hair across textures.
• Free from parabens, phthalates, formaldehyde-releasing agents, and synthetic fragrance.
• Features Aveda’s Pure-Fume aroma with certified organic flower and plant essences.

Who is this for: Ideal for anyone with blonde, lightened, silver, or grey hair who wants to reduce warm, brassy undertones while supporting hair strength. It's particularly useful for color-treated or fragile hair that needs gentle cleansing plus progressive toning. If you prefer products with high naturally derived content, vegan credentials, and a plant-forward scent profile, this formula matches those priorities.

Ingredients

Ingredients: Water Aqua Eau, Ammonium Lauryl Sulfate, Glycerin, Babassuamidopropyl Betaine, Decyl Glucoside, Glycol Stearate, Hydroxypropylammonium Gluconate, Hydroxypropylgluconamide, Hydroxypropyl Guar Hydroxypropyltrimonium Chloride, Ext. Violet 2 (ci 60730), Citric Acid, Tartaric Acid, Ammonium Sulfate, Sodium Chloride, Fragrance (parfum), Limonene, Linalool, Citronellol, Geraniol, Eugenol, Benzyl Alcohol, Benzyl Benzoate, Benzyl Salicylate, Hydroxycitronellal, Sodium Citrate, Sodium Phytate, Phenoxyethanol, Sodium Benzoate, Potassium Sorbate, Benzoic Acid ILN53626 Please be aware that ingredient lists may change or vary from time to time. Please refer to the ingredient list on the product package you receive for the most up to date list of ingredients.