Looking for a purple shampoo that isn’t tested on animals and keeps your blonde cool-toned until your next salon visit? We’ve got you! Say bye-bye brass with the 12 best cruelty-free purple shampoos of 2022.
In This Article
- Why Purple Shampoo?
- How Does Purple Shampoo Work?
- The 12 Best Cruelty-Free Purple Shampoos to Perfect Your Blonde
- Best Overall: DpHue- Cool Blonde Shampoo
- Best for Bleached Hair: Olaplex – 4P Blonde Enhancer Toning Shampoo
- Drugstore: Kristin Ess – The One Purple Shampoo
- Purple Mask: Verb – Purple Mask
- Best Budget: Pravana – The Perfect Blonde Purple Toning Shampoo
- For Dry Hair: R+Co – Sunset Blvd Blonde Shampoo
- Best Everyday Toning Shampoo: Aveda – Blue Malva Color Shampoo
- Most Pigmented: Fudge – Clean Blonde Violet Toning Shampoo
- Best for Damaged Hair: Amika – Bust Your Brass Cool Blonde Shampoo
- Best Splurge: Oribe – Bright Blonde Shampoo For Beautiful Color
- Best Scented: Moroccanoil – Blonde Perfecting Purple Shampoo
- Best for Colored Hair: Kevin Murphy – Blonde Angel Wash
- How To Apply Purple Shampoo
- Purple Shampoo Brands That Are Not Cruelty-Free
- FAQ
- Why Trust Beauty.Beyond.Cruelty
Why Purple Shampoo?
Due to various factors such as water and sunlight, (bleached) blonde hair tends to get brassy over time.
Nothing that a salon visit can’t fix, but a much cheaper and at-home option to keep things looking fresh is washing your hair with a purple shampoo.
Purple shampoo is a violet-toned shampoo for blonde, gray, and silver hair to maintain its fresh and bright color in between salon appointments.
Keep reading to find the best cruelty-free purple shampoos.
How Does Purple Shampoo Work?
Purple shampoo works by canceling out unwanted yellow and orange tones in blonde, gray, and silver hair, making the hair color look more cool-toned and ashy.
To understand how purple shampoo works, we need to think of the color wheel. The theory behind it is that each color corrects the opposite color on the color wheel. As purple sits opposite yellow, purple shampoo neutralizes yellow and brassy tones.
The 12 Best Cruelty-Free Purple Shampoos to Perfect Your Blonde
There are a lot of purple shampoos (aka silver shampoos) on the market. Since you’re here you’re looking for a purple shampoo that isn’t tested on animals. In the name of research (and so you don’t have to) we’ve curated the best cruelty-free purple shampoos out there.
Vegan
If you’re in the market for a cruelty-free and vegan purple shampoo, check out the best cruelty-free + vegan purple shampoos here.
All products featured on beauty.beyond.cruelty are independently selected. If you buy something through our retail links, we may earn an affiliate commission (at no additional cost to you). See our affiliate disclosure for more information.
1/12
Best Overall:
DpHue
Cool Blonde Shampoo
Why We Love:
- highly pigmented purple shampoo
- hair is less brassy after 1 wash
- sulfate-free
- lathers well
- non-drying
- cleanses gently
- smells like a salon shampoo
What We Love Less:
- a little pricey
VIEW ON AMAZON | $$
This concentrated purple shampoo contains loads of purple pigments to correct orange and yellow tones and leave blonde and silver hair brighter and cooler-toned with every wash. Although being sulfate-free, it lathers up well. The salon scent is just another plus.
Best for: all blondes | Cruelty-free: yes, DpHue is a cruelty-free brand | Vegan: no, DpHue is not vegan | Free of: paraben, sulfates SLS and SLES, animal testing | Packaging: plastic
2/12
Best Cruelty-Free Purple Shampoo for Bleached Hair:
Olaplex
No. 4P Blonde Enhancer Toning Shampoo
Why We Love:
- potent purple shampoo
- hair is less brassy after 1 wash
- repairs and hydrates hair
- leaves hair soft and frizz-free
- salon-quality
- vegan
What We Love Less:
- a little pricey
VIEW ON AMAZON | $$
If your bleached hair needs some bond-repairing Olaplex, but your color can use some toning too, No. 4P Blonde Enhancer Toning Shampoo is your answer. Besides violet pigments to remove warmth, it contains the brand’s patented bis-aminopropyl diglycol dimaleate to repair damaged and processed hair.
Follow with the No 5 Bond Maintenance Conditioner and your hair will look and feel as if you’ve just stepped out of the salon.
Best for: bleached hair | Cruelty-free: yes, Olaplex is a cruelty-free brand | Vegan: yes, Olaplex is a vegan brand | Free of: paraben, phthalates, sulfates SLS and SLES, animal testing, animal-derived ingredients | Packaging: plastic
RELATED: The Best Cruelty-Free Shampoos for Dry and Damaged Hair
3/12
Best Drugstore:
Kristin Ess
The One Purple Shampoo
Why We Love:
- potent purple shampoo
- neutralizes brassy tones in blondes and light brunettes
- with regular use, it adds an ashy hue
- sulfate and silicone-free
- affordable
- suitable for blondes and light brunettes
What We Love Less:
- quite strongly scented
- can be drying
VIEW ON AMAZON | $
This drugstore buy has quite a following thanks to its potent formula and reasonable price point. The high concentration of ultra-violet pigments neutralizes brassy tones in one wash while using the shampoo regularly adds a soft ashy hue. As with most purple shampoos this shampoo too can be drying, so make sure to finish with conditioner.
Best for: all blondes + light brunettes | Cruelty-free: yes, Kristin Ess is a PETA-certified cruelty-free brand | Vegan: no, Kristin Ess is not a vegan brand | Free of: paraben, sulfates SLS and SLES, phthalates, silicones, animal testing | Packaging: plastic
4/12
Best Cruelty-Free Purple Mask:
Verb
Purple Mask
Why We Love:
- It’s a color-correcting hair mask
- Pigmented formula
- Tones and brightens
- Hydrating and nourishing
- Great lather
- Doesn’t stain hands or shower
- Subtle grapefruit oatmeal scent
- Vegan
What We Love Less:
- It may be too subtle for those who want their brassiness gone by tomorrow
VIEW ON AMAZON | $$
Okay, technically this is not a shampoo, but if you’re looking for a non-drying purple formula, this Purple Mask is your best bet. It reduces unwanted brassiness, while ingredients like pro-vitamin B5, sunflower seed extract, and açaí leave your hair soft yet manageable. For your best blonde yet, start it off with Verb Purple Shampoo.
Best for: all blondes, greys and silver in need of some gentle toning | Cruelty-free: yes, VERB is a PETA-certified cruelty-free brand | Vegan: yes, this is a vegan product, as the majority of VERB’s products | Free of: paraben, sulfates SLS and SLES, gluten, animal testing, animal (by)products | Packaging: recyclable plastic
5/12
Best Budget:
Pravana
The Perfect Blonde Purple Toning Shampoo
Why We Love:
- dark purple shampoo
- results in one wash
- cleanses thoroughly
- pleasant floral scent
- affordable
What We Love Less:
- it can stain your hands and nails
- it can be drying
VIEW ON AMAZON | $
If you love an ultra-cool toned blonde hue, you’ll be a big fan of Pravana’s The Perfect Blonde Purple Toning Shampoo. It’s highly pigmented, meaning it works quickly to diminish warmth from the hair. Make sure to wear gloves to avoid stained hands and nails. Since it is such a powerful formula, we suggest using this shampoo no more than once a week.
Best for: all blondes | Cruelty-free: yes, Pravana is a cruelty-free brand, however it is owned by Henkel, a company that is not cruelty-free | Vegan: no, this is not a vegan product | Free of: paraben, sulfates SLS and SLES, animal testing | Packaging: plastic
6/12
Best Purple Shampoo for Dry Hair:
R+Co
Sunset Blvd Daily Blonde Shampoo
Why We Love:
- brightening shampoo that’s gentle enough for daily use
- safe for dry and coarse hair
- hydrating formula
- sweet unisex scent
- sulfate-free
- color-safe
- provides UV protection
What We Love Less:
- pricey
VIEW ON AMAZON | $$$
This violet toner is free of harsh ingredients such as sulfates and paraben, so it’s an excellent choice for those with bleached, colored, or under-hydrated hair. The purple pigments work well to correct brassiness, while glycerin and sunflower sprout extract are making sure to keep your strands nourished and hydrated.
Best for: all blondes | Cruelty-free: yes, R+Co is a Leaping Bunny cruelty-free brand | Vegan: yes, this product is vegan. However, R+Co is not a 100% vegan brand | Free of: paraben, sulfates SLS and SLES, gluten, animal testing, animal (by)products | Packaging: plastic made from 55% PCR (post-consumer recycled)
7/12
Best Everyday Toning Shampoo:
Aveda
Blue Malva Color Shampoo
Why We Love:
- gentle purple shampoo that you can use every wash
- safe for dry and damaged hair
- smells like cherries
- the big bottle last ages
- vegan
What We Love Less:
- only available in jumbo size
VIEW ON AMAZON | $$
Looking for a purple shampoo that you can use every wash without drying out your hair? Aveda’s Blue Malva is a gentle purple shampoo that leaves hair slightly toned, healthy, and smelling like cherries. While it’s not as pigmented as the other options, the subtler tint means that it can be used daily without the risk of over-toning or dehydrating your hair.
Best for: all blondes | Cruelty-free: yes, Aveda is a PETA and Leaping Bunny-certified cruelty-free brand. However, Aveda is owned by Estée Lauder, a company that is not cruelty-free | Vegan: yes, Aveda is a 100% vegan brand | Free of: paraben, animal testing | Packaging: post-consumer recycled PET plastic
8/12
Most Pigmented Purple Shampoo:
Fudge
Clean Blonde Violet Toning Shampoo
Why We Love:
- highly pigmented purple shampoo
- effective formula
- hair is less brassy after 1 wash
- cleanses thoroughly
What We Love Less:
- can be drying
- quite strongly scented
VIEW ON AMAZON | $$
If you like your hue to be as cold as ice, let this top-rated purple shampoo sit for a minute or five. Some reviews say it works better than toning in the salon! Next to being very effective in regard to eliminating yellow and golden undertones, this shampoo cleanses thoroughly. Since it can be a little drying, we suggest using it no more than once or twice a week, depending on your hair type.
Best for: all blondes | Cruelty-free: yes, Fudge is a PETA-certified cruelty-free brand | Vegan: no, Fudge is not a vegan brand | Free of: paraben, animal testing | Packaging: recyclable plastic
9/12
Best Cruelty-Free Purple Shampoo for Damaged Hair:
Amika
Bust Your Brass Cool Blonde Repair Shampoo
Why We Love:
- gentle yet effective purple shampoo
- hydrating
- strengthens hair
- with Amika’s signature scent
What We Love Less:
- a little pricey
VIEW ON AMAZON | $$
If your bleached hair is prone to breakage, Amika’s Bust Your Brass formula simultaneously tones and strengthens hair. It contains the brand’s bond cure technology as well as violet pigments to remove unwanted warm undertones and keep your blonde strong. Amika’s signature scent, a blend of vanilla, citrus, and sweet clover, is loved all over the internet.
Best for: all blondes | Cruelty-free: yes, Amika is a Leaping Bunny and PETA-certified cruelty-free brand | Vegan: no, this is not a vegan product | Free of: paraben, sulfates SLS and SLES, animal testing | Packaging: recyclable plastic
10/12
Best Splurge:
Oribe
Bright Blonde Shampoo For Beautiful Color
Why We Love:
- color-safe purple shampoo
- cleanses gently
- hydrating formula
- leaves hair shiny
- smells expensive
What We Love Less:
- expensive
VIEW ON AMAZON | $$$$
For an ultra-luxurious purple hair wash, it has got to be from Oribe. Their Bright Blonde is a super gentle toning shampoo for blonde and silver hair. The light and foamy formula contains violet pigments alongside botanical extracts and keratin to tone hair while strengthening. It leaves hair bouncy, shiny, and scented like an expensive salon.
Best for: all blondes | Cruelty-free: yes, Oribe is a cruelty-free brand. However, Oribe is owned by KAO, a company that is not cruelty-free | Vegan: no, this is not a vegan product | Free of: paraben, sulfates SLS and SLES, gluten, animal testing | Packaging: recyclable plastic
11/12
Best Scented:
Moroccanoil
Blonde Perfecting Purple Shampoo
Why We Love:
- deeply pigmented violet shampoo
- results in one wash
- color-safe
- sulfate-free
- lathers well
- made with argan oil to hydrate and repair
- leaves hair shiny
- with Moroccanoil scent
What We Love Less:
- the scent might be overpowering for some
VIEW ON AMAZON | $$
Moroccanoil’s toning shampoo is infused with violet pigments to tone bleached and natural blonde hair, while the brand’s signature ingredient argan oil simultaneously hydrates and nourishes hair. It’s sulfate-free, color-safe, and smells – like everything from the brand – heavenly.
Best for: all blondes and greys | Cruelty-free: yes, Moroccanoil is a cruelty-free brand | Vegan: no, this is not a vegan product | Free of: paraben, sulfates SLS and SLES, animal testing | Packaging: plastic
12/12
Best Cruelty-Free Purple Shampoo for Colored Hair:
Kevin Murphy
Blonde Angel Wash
Why We Love:
- deeply pigmented purple shampoo
- color-safe
- sulfate-free
- cleanses gently
- moisturizing formula
- salon quality
- soft clean scent
What We Love Less:
- pricey
VIEW ON AMAZON | $$$
This hydrating purple shampoo restores moisture to dry and damaged hair while protecting and toning your color. Paraben and sulfate-free, it also comes enriched with plant butters for moisture, plus sunflower seed extract to help prevent color from being stripped. It has a soft sweet scent that lasts throughout the day.
Best for: colored hair | Cruelty-free: yes, Kevin Murphy is a PETA-certified cruelty-free brand | Vegan: no, this is not a vegan product | Free of: paraben, sulfates SLS and SLES, animal testing | Packaging: plastic
How To Apply Purple Shampoo
- Make your hair completely wet
- Put on some gloves to keep the purple pigments from staining your hands and nails
- Apply the purple shampoo to your hair and make sure to distribute it evenly
- For purple shampoo counts, the longer you leave it on, the stronger the effect. The first time you use purple shampoo, don’t leave it on for longer than a few minutes, to see how potent the shampoo is and how your hair reacts to it. If you don’t see enough results, leave it on a little longer the next time and find out how many minutes your hair needs
- Rinse out thoroughly
- As purple shampoo tends to have a drying effect on hair, finish with conditioner to keep hair healthy
- Don’t use purple shampoo every time you wash your hair, but alternate with a moisturizing shampoo instead
- If you have brunette hair with unwanted orange or red undertones, opt for a blue shampoo
Purple Shampoo Brands That Are Not Cruelty-Free
- Matrix
- Kérastase
- L’oréal
- Schwarzkopf
- Redken
- Davines
- John Frieda
- Tigi
- OGX
- Pantene
- Shu Uemura
- Clairol
FAQ
How Do We Know If A Brand Is Cruelty-Free?
We at Beauty.Beyond.Cruelty always do our research to ensure the brands on this site don’t test on animals or allow others to do so on their behalf.
We check the brand’s cruelty-free status on their website, we reach out to brands, we verify if the brand is certified cruelty-free by PETA or Leaping Bunny, and we check its status with cruelty-free database Cruelty-Free Kitty.
Sometimes, the cruelty-free status of a brand remains unclear. If there is any doubt about a brand being 100% cruelty-free, the brand will not make it in here.
Parent Company Note
A cruelty-free brand can be owned by a parent company that does tests on animals.
Since the products and ingredients of the brand itself are never tested on animals, we at Beauty.Beyond.Cruelty consider these brands to be cruelty-free.
However, we do always mention it below each product when a brand has a parent company that tests on animals.
What Is The Difference Between Cruelty-Free and Vegan?
The term cruelty-free means a product and its ingredients haven’t been tested on animals. Whereas vegan means a product does not contain any animal ingredients or (by)products.
A product can be cruelty-free and not vegan. In the same way, a product can be vegan and not cruelty-free.
Why Trust Beauty.Beyond.Cruelty
We at Beauty.Beyond.Cruelty are beauty enthusiasts + devoted animal lovers that pour through the internet to select the best cruelty-free skincare, hair, and makeup products that are here to find.
Our findings are based on reading (lots of) reviews, doing ingredient research as well as testing the products ourselves.
Questions or Remarks?
Do you have any questions or remarks about the products in this article, or do you know a cruelty-free purple shampoo that needs to be part of this list? We’d love to hear from you in the comments down below.
This post has been updated in June 2022 since it was originally published in March 2019.
Thanks for that much-needed post! I’ve been looking for a cruelty-free/vegan alternative for my blond hair 🙂