Our violet shampoo is the perfect addition to your color-treated hair regimen. This formula revives hair color vibrancy and its youthful appearance. Its innovative cationic (positively charged) formula facilitates an electrical charge that attracts the toner to the hair shaft, ensuring that it penetrates deeply into the hair fiber. A low pH of 4.5-5.5 keeps hair healthy and smooth while allowing us to use more effective antioxidants, retinols and organic fruit acids to provide direct treatment on a deeper level than regular shampoos can achieve. Restores moisture balance for lasting color retention/No drying or damaging sulfates/Certified organic ingredients