I love this Blonde Pop purple toning shampoo by IGK! I was lucky enough to receive a full-size #freesample from Topbox Circle to #trywithtopbox. It is VERY purple in the bottle (and it can stain your sink or shower if you're not careful). It's easy to use and it works really well to calm any brassy tones in my blonde hair. The difference is visible from the first use. This shampoo lathers as well as can be expected and rinses out cleanly. And it really does help balance my blonde color, especially when used with the other products in the Blonde Pop line. I'm not as crazy about the conditioner, unfortunately, but the shampoo does what it says on the tin. Best of all, this product is gluten-free, vegan, and 100% cruelty-free! It's even certified as such by Leaping Bunny. Try it! It's well worth a try for your best blonde!