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A sulfate-free purple toning shampoo that instantly removes yellow tones from blonde hair and suitable for vegans The formulation contains Opti-PLEX technology that makes hair 90 percent stronger For blonde hair that needs cleanning, refreshing and strength restoring back to natural virgin hair condition Specialised hairguard complex targets hair cuticles and seals them shut in just one wash 24 hour fragrance fuse technology means each strand of hair is enveloped in a fragrance infusion lasting 24 hours Description This dual-force shampoo contains max-strength violet micro-pigments that instantly knock out brassy tones whilst our unique Opti-PLEX technology penetrates deep into the hair's core to reconstruct bonds after chemical, styling and environmental damage, as well as weightlessly smoothing the cuticle.