This purple shampoo helps illuminate blonde hues by neutralizing brass and enhancing tone. It also hydrates hair to leave it moisturized and conditioned. Free of sulfate cleansers.

See Illuminated Blonde Shampoo in action.

This hydrating purple conditioner helps illuminate blonde hues by neutralizing brass and enhancing tone — all while leveling up moisture, leaving hair feeling soft and detangled.

See Illuminated Blonde Conditioner in action.

This purple lightweight leave in formula neutralizes brass and enhances tone, while hydrating, reducing frizz, and smoothing the cuticle for soft, healthier-looking hair. It also provides heat protection up to 450°F. 

See Illuminated Blonde Tone Enhancing Leave In in action.

We teamed up with two of the coolest blondes we know, singer-songwriters Rileyy Lanez and Kim Petras, to present our latest launch. Rileyy is a brand-new blonde, while Kim’s been blonde since…basically forever.

They embody everything it means to live boldly and are all about self-expression, whether it be through their music or their hair.

Try these trial-sized options to start, love them – then level up to full-size later. Sounds cool.