John Frieda Violet Crush Purple Shampoo with crushed violet pigments eliminates brassy tones for cooler, brighter blonde in one use. Infused with provitamin B5, this formula cleanses effectively without stripping your hair of essential moisture. This purple shampoo is safe for use on natural, color-treated and platinum blonde. John Frieda Violet Crush Purple Shampoo for Blondes is cruelty-free, peroxide and ammonia-free, as well as free of parabens and phthalates.