The 5 Must-Have Grooming Products for Gray Hair – 2025 Edition

 ✨ Keep your silver smooth, bright, and bold

Gray hair is not one-size-fits-all. Whether you’re salt-and-pepper, icy platinum, or white as snow, taking care of it requires a few specialized tools. Beyond just purple shampoo, there are five standout products that can make a huge difference to how your gray hair feels, looks, and lasts.

Ready to level up your silver game? Here’s your 2025 toolkit:

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1. Purple Shampoo (Of Course)

🟣 Brassiness is real. Gray and white hair are especially prone to yellow tones from pollution, heat styling, and UV rays. A weekly purple shampoo helps keep your shade crisp and cool-toned.

👉 Top pick: Clairol Shimmer Lights Original Shampoo

💡 Only use it 1–2x a week or alternate with a moisturizing formula to prevent dryness. For more purple shampoo tips, revisit my OG post:

🔗 5 Best Gray Hair Shampoos (Classic)

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2. Deep Conditioner

💧 Gray hair tends to be drier and more porous. A weekly deep conditioning treatment helps maintain softness, manageability, and shine.

👉 Top pick: Arvazallia Hydrating Argan Oil Hair Mask

✅ Bonus: Helps reduce that wiry texture some grays develop, especially post-menopause.

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3. Lightweight Styling Cream or Leave-In

⚖️ You want control and smoothness without weighing down your strands. A leave-in styling cream can tame frizz and flyaways while adding polish to natural waves or blow-dried styles.

👉 Top pick: Redken ONE United Leave-In Conditioner

💡 Works especially well if your gray hair has gotten coarse or puffy.

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4. UV Protectant Spray

☀️ Sunlight can literally yellow your hair. If you’re outdoors a lot, or even near windows, this invisible step can make a long-term difference in how fresh your color looks.

👉 Top pick: Aveda Sun Care Protective Hair Veil

🔒 Lightweight, smells great, and won’t mess with your style.

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5. Silver-Safe Dry Shampoo

🚿 Washing every day is overrated. But gray hair gets dull fast when it’s weighed down by oils or products. A translucent dry shampoo keeps it clean without yellow buildup.

👉 Top pick: Batiste Dry Shampoo, Bare Fragrance (No White Cast)

💨 Use at the roots for volume and a quick refresh between wash days.

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Final Thoughts

Gray hair isn’t high-maintenance—it’s specific-maintenance. Once you learn which products truly work, it becomes wayeasier to manage. Start with these five staples, and you’ll keep your silver looking salon-fresh every day.

🌟 Want to go deeper? Browse more tips and reviews in the LOVE THE GRAY archives.

Product Review: VERB Purple Hair Mask

VERB: HYDRATING MASK 

A hydrating treatment mask that neutralizes brassy and yellow tones in color-treated or natural blonde, gray, and silver hair. 

Farewell brassiness! Verb's nourishing Purple Hair Mask, powered by acai, brightens, hydrates and softens while toning yellow hues. This formula was designed to reduce brassiness in both color-treated and natural blonde, grey and silver hair tones. Great for all hair types. 

Benefits 

• Neutralizes brassy, yellow hues in blonde, grey & silver hair between salon visits
• Intensely hydrates & softens
• Smoothes frizz
• For all hair types & textures: fine, thick, wavy, curly, kinky and straight and those with blonde, grey & silver hair tones

Key Ingredients 

• Pro-vitamin B5 hydrates, smoothes & adds vibrancy to dull strands while providing hair with a natural boost of body
• Sunflower seed extract contains fatty acids that deeply nourish & increase hair manageability while providing natural UV protection to prevent color fading
• Violet pigment cancels out yellow, brassy tones
• Acai extract is high in antioxidants which help protect fragile strands & provide ultimate moisture

Oh Fudge! A review of Fudge Professional Purple Toning Shampoo

Product Review: Fudge Professional Purple Toning Shampoo

Oh, Fudge!

Could this be the most hydrating purple shampoo we've ever used?

Years ago we all gave up on looking for a purple shampoo that didn't dry the heck of our hair. It was just a given. The trade off for the unstoppable brightening power of purple on our brassy tones. Purple shampoo makes our hair dry, so we only use it as often as we need to and make sure to condition and add moisture in every other product we rely on.

But then along came a Violet Toning Shampoo from the funky and fun professional brand Fudge. It does a great job with the whitening and brightening of brassy yellow hair, which is what we would expect from how deeply purple it is. But we didn't expect it to be so rich and hydrating. Fudge claims it's the guarana extract that helps nourish the hair as well as tone, but whatever it is our hair has never felt quite so soft and shiny after a purple shampoo. That's saying a LOT!

They also have a new Fudge Clean Blonde Damage-Rewind Violet Toning Shampoo we will be trying next.

Sulfate free, no animal testing, great for blondes as well, of course. 

Our list of the 5 Best Gray Hair Shampoos.  

5 Best Gray Hair Shampoos for Men

5 Best Gray Hair Shampoos For Men

The Five Best Gray Hair Shampoos For Men

Congrats, you've just realized you're a Silver Fox! 

Now what? 
Let's start with your shampoo. Even if you only have a little bit of gray on the sides or a bit in the beard, you would benefit from an occasional "brightening" shampoo specifically designed to whiten grey hair and remove the yellow brassiness it can sometimes get. Don't use it every day, but often enough until you notice your gray start to sparkle. 

Warning: you will start receiving compliments on how Silver Foxy you are after only a few shampooings!

5. American Crew Gray Hair Shampoo for Men

If any of you men have ever used anything made by American Crew, you know they're always a solid, no-fuss, well formulated grooming product. Their Shampoo for Gray Hair is no exception. It's a bit on the drying side as many purple shampoos are, but used occasionally it's a decent option. 

4. JOICO Color Balance Purple Shampoo 

This is the stylist's choice to keep gray and blonde hair from getting brassy. JOICO has been a salon staple for ages, and they are finally embracing those going gorgeously gray by coming out with a quality purple shampoo. Their Color Balance formula is very moisturizing unlike many purple shampoos, but still packs powerful whitening power. This XXL pump size is perfect for the man who doesn't want to have to think about when it's time to buy more shampoo! 

3. Pantene for Gray Hair

You want an everyday shampoo that's simple yet effective. Removes the yellow tones and has a nice fresh scent. Pantene has been around long enough to deliver the goods at the price you want. Their special gray hair formulation offers a gentle cleansing action that is free of paragons and silicones, although a bit drying if not used along with a conditioner.  

2. United Male Bright White Shampoo

We'll admit it. We fell for the masculine packaging. (But hey, this list is about "male hair products" which really are just "hair products" being sold to men.) So we went for the race car red bottle with the military inspired logo and now we can tell you fellas, it ain't bad! It's a whitening shampoo that successfully brightens, thoroughly cleans, and is a little bit unexpected. Oh, and United Male is a company with a conscious because they don't do animal testing. (They make a great beard oil too!) - apparently this company has gone out of business -May-2025

#1 Phyto Phytoargent No Yellow Shampoo

It's not a secret that we love Phyto products, their previous Phytoargent was #3 on our all-time Top 5 Gray Hair Shampoos list. This new incarnation has a great masculine medicinal scent, and the botanical formula is incredibly hydrating and nourishing for a gray hair shampoo. Use once or twice a week for a brighter white mane. But don't overuse or you'll be in blue hair territory!

Honorable mentions:

Jhirmack Silver Brightening Ageless Purple Shampoo Set is a winner. Everyone loves it.

Klorane Anti- Yellowing. Our #1 alternative to purple.

Shimmer Lights. Your grandmother's gray hair shampoo.



Need advice on a conditioner? Here are our 5 Best Conditioners for Gray Hair. 

Of course, here's our famous Top 5 Gray Hair Shampoos post that started it all.

The Guardian's Best Men's Shampoo for Gray Hair List

GQ Has a Gray Hair List too now. Everybody is learning to...

LOVE THE GRAY!

PRODUCT REVIEW: Dr Severin's Silver Shampoo

Review: Dr Severin's Silver Shampoo

PROS: 

Great anti-yellowing/whitening power

Less drying than most Purple Shampoo

Pleasant clean/sweet fragrance

 Dr. Severin's Silver Shampoo has one of the the most gorgeous shampoo bottles we've ever had on display in our bathroom!  

PETA-certified cruelty-free manufacturing

CONS: 

Yup, another Purple Shampoo.

Small bottle.

BOTTOM LINE:

If you're looking to change up your purple shampoo, or simply want another gorgeous bottle to line your shower, Dr. Severin Silver Special Shampoo is a great addition to your hair-whitening rotation.

Gray Peoples Problems #1: DRY HAIR

So by now you've made the commitment to stop fighting and Love The Gray. (GOOD FOR YOU!)  

You've scoured our site looking for how to brighten and whiten your gorgeous gray filaments and found the perfect gray hair-specific shampoo from our list of recommendations.

You may have picked one of the classic "purple ones" like Shimmer Lights or Natur Vital Henna Shampoo. 

You like how it's eliminated the yellow brassiness, but find that it is drying your hair out!

Here are a few tips to solve this classic Gray Peoples Problem:

1. Don't use purple hair shampoo every day!

For whatever reason, these shampoos do have a tendency to cause drying. So use them in rotation with other shampoos just when you need a whitening boost. Once or twice a week should generally be enough once you have tamed your initial brassiness problem, and depending on how long your hair is.

2. Use a purple conditioner

Thankfully there are loads of gray hair-specific conditioners on the market now. Here's a link to our list of favorite gray hair conditioners. Some purple, some not. For most people simply using a regular purple conditioner may be all the whitening you need, and you may not even need the purple shampoo! 

3. Mix your purple shampoo with your current conditioner

This is our favorite gray hair hack of all! 

Use a regular shampoo just to clean your hair when it's dirty, and simply add a tiny bit of purple shampoo to whatever regular conditioner you like the most. You'll whiten and nourish your hair at the same time! Some of our personal favorite conditioners include Silk 18, PUREOLOGY Hydrate conditioner, and good old Nexxus Humectress.

What are yours? 

Let us know in the comments below!

Product Review: Oribe Silverati Shampoo

First things first... 

Oribe's Silverati Shampoo is THE MOST EXPENSIVE GRAY HAIR SHAMPOO WE HAVE EVER USED!

$46 for just over 8 ounces of shampoo? That's only slightly less expensive than caviar. 
But Oribe is one of the most famous hairdressers in the world, so it's very on-brand for him to release a luxury hair care line. And we're very grateful he hasn't overlooked the Gray Pride community. 

Second things second...
We LOVE the name "Silverati"! 
We'd like to think of ourselves as being among the gray-haired ELITE! 
So bow down to us you salt-and-pepper peasants, we're members of the Silverati!  

But how is the shampoo? 
We like it! 
Oribe's Silverati Shampoo is gently cleansing, has a lovely fragrance, and isn't as drying as most gray hair shampoos. The anti-yellowing effect isn't quite as intense as some of our favorite purple shampoos, but we kind of like that. It's a milder, every day gray-hair shampoo for the luxury customer. Silverati shampoo includes exotic elements we've never heard of before in a shampoo, such as "European Silver Fir Extract", "Lycée", "Moringa Seed Oil" and "Mirabelle Plum". You can almost feel how expensive these ingredients are as you lather them into your hair... Or are we just buying into the hype? 

Is it worth it? That depends how much is $46 worth to you. We think it's worth a try.
There's an even pricier Silverati Conditioner, but we're waiting for our next pay check to give that one a go!

Matrix Total Results So Silver Shampoo and Colour Obsessed Conditioner - PRODUCT REVIEW

Matrix Color Obsessed So Silver began life as a product called Color Care So Silver. Now it's being marketed as part of their "Color Obsessed" line and we have to say, it's nice to have another high-end purple shampoo on the market!

PROS:

Great anti-brassiness, anti-yellowing properties.

Works especially well for blondes gone gray!

Reasonably priced

CONS:

Drying (typical of purple shampoos)

Dull fragrance

Matrix has paired it with their Total Results Color Obsessed Conditioner, a "color treated hair conditioner" they say is enriched with Vitamin E and Sunflower Oil. Even if naturally gray hair is not the same texture as over-processed hair it's a strong conditioner that penetrates nicely and is a nice compliment to the shampoo.

If you're looking for a one-stop-shopping option to brighten your gray hair and eliminate brassiness, this double pack is a great way to see if this combo is for you.

Ingredients

Water, Sodium Laureth Sulfate, Sodium Chloride, Coco-Betaine, Glycol Distearate, Dimethicone, Cocamide Mipa, Sodium Benzoate, Hexylene Glycol, Parfum / Fragrance, Salicylic Acid, Carbomer, CI 60730 / Ext. Violet 2, Guar Hydroxypropyltrimonium Chloride, Sodium Hydroxide, Citric Acid.

Do Men Need Different Gray Hair Shampoo?

Society has been telling us that while women should never let their hair go gray, it's only okay for men to be silver foxes. (Obviously if you've been reading this blog then you know by know that we think this is BALONEY!) 

But do silver foxes need a separate shampoo?  

The answer is: definitely not! Hair is hair regardless of gender, and if your hair has gray in it you need a shampoo to get rid of brassiness and yellowing. One of the choices on our list of top 5 gray hair shampoos would work perfectly. 

But for dudes who need to feel like they're using a "dude shampoo", American Crew's Gray Shampoo for Men is the ideal choice.

It has a masculine bottle. A patriotic name. And it's cheap!  If that doesn't sound like a "dude shampoo" to you then what does?

Davines Alchemic Shampoo Silver - Product Review

Product Review: Davines Alchemic Shampoo Silver

Italian hair care dynamos Davines make the silver conditioner that topped our list of Best Gray Hair Conditioners back in 2013. So what took us so long to try their fantastic Alchemic Silver Shampoo? We don't know, but we're kicking ourselves.

The bottle looks like something you'd find in a science laboratory, which reflects how Davines started out as a cosmetic research company before becoming a beauty product powerhouse. It truly seems like Davines has selected each ingredient to scientifically target the problems found with maintaining gorgeous gray hair. 

It contains light purple pigments to color-brighten white and blonde hair while canceling yellow and brassy tones without an activator. This shampoo doesn't really later, because lather is mainly a result of detergents that dry out your hair. Instead it contains gentle and mild surfacants to gently clean your hair without excessive drying. They've added hydrolysed milk proteins to condition and protect, along with provitamin B5 for deep moisturization. The pleasant scent would best be described as "woodsy", which may be an attempt to appeal as a unisex product.

 We highly recommend this shampoo as it does perform well. It's not the strongest purple shampoo we've ever tried, but we kind of like that you can use it more often.  The Davines Alchemic Silver Conditioner is still our ultimate gray hair must-have product of all time, but stay tuned to see if their Alchemic Shampoo makes it onto our updated list of Best Gray Hair Shampoos when we release it in the new year!

Jhirmack Distinctions Silver Plus Ageless Shampoo - Product Review

Product Review: Jhirmack Distinctions - Silver Plus Shampoo

"Ageless"? "Distinctions"??  

Jhirmack may be trying a bit too hard to convince you that your gray hair doesn't make you look older. But we're willing to forgive them.

Jhirmack Silver Plus is one of the highest rated gray hair shampoos on Amazon, and with good reason. It's a solid performer: a purple shampoo with excellent de-yellowing powers, it lathers well, and has a pleasant, light fragrance. 

And the best feature: it's about half the price of Clairol's best-selling Shimmer Lights. Like many purple shampoos it is a tad drying, so use it in rotation with more nourishing hair products such as its companion Jhirmack Silver Plus Ageless Conditioner.

It ain't fancy, but this might just be the budget purple shampoo you've been looking for.

Product Review: Sachajuan Silver Shampoo

We've seen a lot of purple, anti-yellowing shampoos here at Love The Gray.  

But when a friend sang high praises for Sachajuan Silver Shampoo, we had to give it a go. 
 And after several weeks of using it we were struck with the question... is Sachajuan Silver Shampoo the best purple shampoo for gray hair EVER?

The Good:

The purple power is strong with this one. The the anti-yellowing effect is almost immediate. Your salt-and-pepper will SHINE in no time!
It also feels lighter than other purple shampoos we've used, but still packs the punch.
It works well to eliminate brassy undertones, so if you're a blonde going gray this might be the perfect shampoo for you.

The Not-So-Good:

Like most violet shampoos, it's a bit drying. So you'll want to use it in rotation with other shampoos, and perhaps try it with the Sachajuan Silver Conditioner.
It's also it's a bit pricey. But since you don't use it every day, one little bottle should last you for months.  

The verdict:

So is Sachajan Silver Shampoo is the best purple shampoo we've ever used! YES!
Is it $20-per-bottle better than Shimmer Lights? Hard to say. But it just might bump it off our Top Gray Hair Shampoo list next time we update it!

If you like trying new products it's definitely worth a go, be sure to tell us what you think in the comments below!

Do Gray Hair Pills Work?

You've seen the ads and it got you wondering... could a little pill get rid of my gray hair? Spoiler alert: NO!

These anti-gray pills claim to prevent and reverse grey hair using an enzyme called catalase, all based on the fact that a 2009 study reported that gray hair has lower-than-normal levels of catalase. However, the study said absolutely nothing about whether taking catalase supplements actually stops hair from turning grey. And the companies marketing these pills have offered absolutely ZERO proof that they work. None! In fact, the three leading manufacturers have been sued for millions by the FTC for false advertising and have been ordered to stop claiming they get rid of gray hair. Yet do you think that has actually stopped them? 

Lacking any actual scientific evidence to back up their claims, the companies marketing these pills use the only evidence ever offered by snake-oil salesman: the "testimonial". Testimonials are subjective, highly selective, and prove nothing other than that someone who was paid to say a product worked said: "It worked! (Now where's my check?)". 

Have a look at the Amazon reviews for one of these products, the positive reviews are all from people who were either paid or given free samples to write a review. And even those mostly say "they haven't started working yet, but I'm hopeful!" 

If you really want to get rid of your gray hair, the only way is to dye it. Period. Sorry. 

But may we suggest just going gray gracefully instead? 

Dare we say, loving your gray? 

If you want some tips on how to transition into a gorgeous silver fox have a look at our post: How To Let Your Hair Go Gray The Right Way.

How To Maintain A Gray Beard

Gray Beard Care: 101

This post is for the hirsute hunks, those guys with gray beards looking to keep them stylish and fresh. It seems every guy has a beard these guys. And until the clean shaven look is back in fashion, here's how to keep your beard looking it's best:

1. Use a trimmer!  

It doesn't matter if you're just working the salt-and-pepper stubble, or growing out a full Rip Van Winkle, you always need to shape your facial hair and keep the ends tidy. So an electric trimmer is essential. Adjust the setting for your desired length, use the side razor for edging, and a moustache comb for a nice uniform groom. A fancy Philips Norelco 7300 BeardTrimmer has a handy built-in vacuum, but a more basic Philips Norelco Multigroom 3100 will do you just fine. And for the love of god, please trim your nose and ear hairs while you're at it!

2. Use a brightening shampoo!

There's nothing more unattractive on a man than a yellowing white beard. If you're lucky enough to still have hair on top of your head, that's probably gray too. So pick one of our favorite gray hair shampoos and use it on your face as well to keep your beard looking white and bright.

3. Condition!

Like all hair, your beard hair needs moisture. And since grey hair tends to be more wiry, it's even more important to use a conditioner in the shower. Just remember to rub it on your beard and leave it in there for a couple extra minutes, since gray hair needs an extra moisture infusion. Any old hair conditioner will do, but if you want the Cadillac of hair conditioners try this one from Alterna. 

4. Groom!

And the last step, apply a few drops of beard oil and comb it through your beard at least once a day. Either dry or preferably on a damp beard just after you get out of the shower. It will soften the hair and prevent split ends. We love The Gentlemen's Beard Oil. It contains a mixture of essential oils including vitamin E and evening primrose which help nourish your skin and prevent itching. (Helps with "bearddruff" too! ) They make a nice unscented beard balm as well. You won't believe the difference that using a beard oil makes in how soft your beard will get. The people that you kiss will love you for it! 

THE Shower Head for Gray Hair

Gorgeous gray hair starts and ends in the shower. Not just with the shampoo and conditioner you choose, but the very water you wash it in. Hard water makes gray hair dingy and brassy over time. And if there's chorine in your water it can leave gray hair duller and more wiry. So here's a secret that every Salt-n-Pepper Sexpot needs to know about: replace your shower head!

Filtered water will help remove impurities and keep your white hair bright. Our girlfriend with shoulder-length grey hair doesn't even use a grey hair shampoo at all, but swears by her Culligan Filtered Showerhead. It claims to filter 99% of chlorine and leave your hair softer and cleaner. It's only $30 and is easy to install yourself!

Or if you prefer the style of a "rain" shower head, they make a filtered version of that too called the Culligan RainDisc...

Those of you who have tried it, let us know what you think in the comments below!

How To Go Gray - FAST!

With hot silver foxes like George Clooney and Dame Helen Mirren flaunting their gorgeous gray manes, and young stars like Kelly Osbourne and Kylie Jenner dyeing their hair silver just for fun... It seems everyone is going gaga for gray hair! 

Now that gray is having it's day, even those folks unlucky enough to have naturally dark hair want in on the trend. And thanks to modern science, anyone can go gray in minutes! 

After years of shaming people into dyeing away the gray, the beauty industry has realised they can make a fortune with silver-coloring products, so suddenly it's hip! Go figure!

Here are some of the top products currently on the market to turn your hair grey:

1. Crazy Color Semi-Permanent Hair Color in Silver

Sold in an iconic pink bottle, Crazy Color has one of the largest selections of bold hair dyes. If you have dark hair, you must first beach it before adding any color. Add this trendy Crazy Color Silver color cream and you'll stay gray anywhere from 3-9 weeks.

2. La Riche Directions in Silver
La Riche makes a popular silver semi-permanent dye as well, and theirs is vegan and not tested on animals if that's important to you. Again you'll need to bleach or pre-lighen your hair first, and one tub of La Riche Directions is enough to cover shoulder length hair. 




3. Stargazer Semi-Permanent in Silver

Stargazer is a fashionable brand that comes from the UK, and advertises that it's free of peroxide or ammonia. It costs less per bottle than the Crazy Color or La Riche, but the shipping charges from the UK may make the price difference a wash.

4. Pravana ChromaSilk in Silver

If you're looking for something more permanent, Pravana is one of the most popular brands of permanent hair colorings on the market. Their Pravana ChromaSilk line blends pure silk amino acids which they say helps drive the color deeper into the hair with keratin amino acids to keep the hair strong. They recommend using their Vivid Conditioner after pre-lightening your hair to help the color adhere better when you dye it.

 

Caution is necessary when using hair dyes. If you have never dyed your hair before do some research, read the reviews, and maybe even hire a professional! For some excellent tips on the entire process check out this article from Buzzfeed. 

And once you use a product to color your hair gray, don't use a shampoo with sulfates or you'll wash out the dye. We review one especially for gray hair here.

At one time it may have seemed revolutionary to write tips on actually trying to get gray hair, but whether it's natural or from a bottle our message remains the same: Love the gray!

Product Review: Pravana Pure Light Brightening Shampoo and Conditioner

We have reviewed a lot of purple shampoos designed to brighten silver tones and eliminate brassiness, so when we heard about Pravana's "Pure Light Brightening Shampoo and Conditioner" claiming to be the first sulfate-free shampoo and conditioner formulated for silver hair... we admit we got a little excited.

Some people avoid sulfates in their shampoo because they believe the chemical dries hair out and strips away natural oils. Fair enough. But sulfates are also what lather and actually clean your hair. They're pretty much in every shampoo in your shower right now, under names such as sodium lauryl sulfate or sodium laureth sulfate. Go have a look. We'll wait. This product lists an ingredient called "sodium lauryl sulfoacetate." We're not chemists, but is that all that different?

So it would make sense that Pure Light is not all that great at cleaning. Plus it doesn't wash out easily. We did like the texture it left our hair, and did make it shiny. 

And we never thought we'd say this about a purple shampoo, but this one might be TOO purple! If you leave it on too long, you will stain your hands, stain your shower, and of course look like a dreaded "blue hair" old lady or worse a Star Trek character. If you choose to use this shampoo, it would be best to water it down and not leave it in too long. It did brighten our gray, but not as well as some of our faves.

Pravana's Pure Light might be something to consider if you're someone with chemically dyed silver hair who is doesn't want to risk washing it out with sulfates. Or if you're a blonde trying to fight off brassy tones. Or if you have gorgeous white or grey hair and just want to try something new... then go right ahead. Just follow our precautions, and be sure to tell us what you think in the comments below! 

Joico Color Endure: Product Review

As one of the best-selling gray hair salon lines out there, people have been asking us to take a look at Joico's Color Endure Violet Shampoo and conditioner. And boy are we glad we did.

The Joico Color Endure Violet Shampoo is often sold a a "toner" product, meaning using it occasionally will help prevent gray or platinum blonde hair from oxidising and getting yellow or "brassy". And as such, we have to say it was excellent. It helped eliminate yellowish tones and left our grey significantly more brilliant after just one use. It has a lovely sweet fragrance, contains uv-protectants and antioxidants, and is sulfate-free. It's a tad bit drying to use everyday, so alternate it with your regular shampoo whenever you need to brighten and whiten your gray. Of course pairing it with the Joico conditioner will help prevent your hair from drying out. Joico's Color Endure Violet Conditioner doesn't work as well as a toner on its own, so don't purchase it independently thinking it will work the same magic as the shampoo. 

This purple shampoo is a huge upgrade from using Clairol's Shimmer Lights!

OVERALL: EXCELLENT LINE, HIGHLY RECOMMEND

Note: we've seen the conditioner and shampoo paired together on Amazon for under thirty dollars so it's definitely worth looking for a deal.