Category: Shampoo
Brand: Joico
Ingredients: -Water/Aqua/Eau, Sodium Methyl Cocoyl Taurate, Cocamidopropyl Betaine, Cocamide Mea, Glycol Stearate, Pentapeptide-29 Cysteinamide, Pentapeptide-30 Cysteinamide, Tetrapeptide-28 Argininamide, Tetrapeptide-29 Argininamide, Hydrolyzed Keratin, Cocodimonium Hydroxypropyl Hydrolyzed Keratin, Panthenol, Polyquaternium-10, Citric Acid, Propylene Glycol, Polyquaternium-7, Diazolidinyl Urea, PEG-150 Pentaerythrityl Tetrastearate, Tetrasodium EDTA, Silicone Quaternium-16, Amodimethicone, PEG-6 Caprylic/Capric Glycerides, Undeceth-11, C11-15 Pareth-7, Butyloctanol, Undeceth-5, Laureth-9, Glycerin, Trideceth-12, Iodopropynyl Butylcarbamate, PPG-12-Buteth-16, Polyamide-2, Limonene, Linalool, Fragrance/Parfum, Ext. Violet 2 (CI 60730), Red 33 (CI 17200)
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pacifiedCoconut9
This was a good purple shampoo for a great price. I purchased a 1L bottle for under $20 on sale. Did a good job toning the brass. I’d likely purchase again in a pinch but I’ve tried other products that work better and generally just like better.
amazedCake8
I’m a little torn on this one. It does seem to help calm down the brassy tones in my blonde, highlighted hair. However– it leaves my hair kind of coated and greasy feeling. At first, I thought I just needed to rinse more (because it kind of had the feeling you get if you don’t rinse well enough) but I’ve tried it several times with that in mind to the same end. So it doesn’t work for my fine hair but it might work on thicker or more coarse hair.
yearningRat5
Had to change colorists, darn, to highlight my light ash brown hair. New job looked OK UNTIL I washed it; apparently a “high lift ash tint” was used and oxidized immediately leaving me with orange-ish roots and highlights. Amateur hour. The fact is that your own haircolor HAS to be lifted up enough to achieve a nice neutral blond: this isn’t done with any tint, at least for me (level 6,) unless you are already a blond…and I’m not. So, afraid of any more disasters and upset for the past 5 months, I have used Shimmer Lights (which terrorized/dried my hair, ) and Ion’s demi-toners (disappeared within a week, but harmless,) and Joico sulfate-free violet shampoo. Not the real solution to the problem–only a temporary cover up…Joico “helps, “; does not fry my hair, but nothing can fix an orangey base except for bleaching out the brassy color to achieve a light pale soft yellow. At this point I’m afraid of anyone doing this, not because my hair won’t “take it, ” but because there are so many inept “colorists” out there and I can’t take another bad job, especially sorry to be unpleasant and have bad news for others who have had bad color jobs, but I have to be honest: it is NOT that hard. That is why products such as Clairol’s Ultra Blue exist: they remove natural haircolor to the degree that is proper; no tint coverup/oxidizing…Colorists who blame the water or shampoo are just giving excuses, or selling products. ALL tints fade and oxidize, and they look awful when they do.The key is to not use tints when they cannot lighten to the proper level, and it is that proper level which will not “turn brassy ” but stay exactly as it was when you walked out of the colorist’s chair.
jealousIcecream4
I am a natural blond but had dyed my hair dark for 10 years. I decided to go back to blond and my hair came out so much more yellow than I wanted. I hated it. I got this shampoo on the recommendation of The Beauty Department, and it is AMAZING. It has totally turned my hair from scarecrow status to a great white/ashy blond. It varied depending on how many times per week I use it. But you can definitely achieve the tone you want by using it more or less often and/or leaving it on longer or shorter. I usually leave it on during my entire shower.
yearningTuna3
Naturally really fine brown hair that is bleached to as light as it gets. I use this in place of shampoo 1-3 times a week(note: I shower twice daily, I know I know it’s bad for your hair), I leave it in for 5ish minutes. Keeps my hair platinum – it honestly makes a huge difference. Once I neglected to use it for a good 2 weeks cause I ran out and I was too lazy to go buy more, and after I used it the difference was immense. I’ve used other purple shampoos (a Schwarzkopf one which dried out my hair for some reason and some other one but the name is escaping me right not) and this one is the best. It doesn’t dry my hair or leave it in tangles.
worriedOatmeal8
Annihilated my hair. After washing and conditioning, I gently towel dried my bleached blonde hair and it felt sticky and made a sudsy sound. I rinsed again. Was still a bit sticky, air dried and my hair looked and felt totally fried. The worst it has ever been. I had to put Argan oil and chi keratin leave in conditioner to help save it. I don’t think it even washed it. Will never use again. (Chi keratin products are great if you have not tried) Overall, my hair is just too delicate for joico. It may suit others, but I will stick with fudge clean shampoo for now. It can leave my hair purple but at least does not destroy my hair.
*edit: after more research, I have concluded that it is the citrus ingredient causing drying. I have given higher rating because it is probably a lot gentler for hair long term compared to SLS. I intend to a try again and leave in less time.
innocentRice8
I have used this Joico Color Endure Violet Shampoo for about a year now. I have baby fine hair and find that the shampoo strips my hair very badly, I have been using a leave in condition in for a couple of hours afterwards to nuture it back to something that resembles a normal head of hair. I have recently been to a new hairdresser and had ash brown and ash blonde foils but when I washed it the first time 5 days or so after seeing the hairdresser the whole lot has gone brassy. The Joico shampoo isn’t making any difference to it, which I actually find surprising and the battle of the brass continues, it has worked in the past but if you have dry hair, use a leave in conditioner treatment. Even though I still have half a litre of product left of both shampoo and condition I will be switching to Fudge. I not sure why it cant knock the brassiness on the head , but between having a flaky scalp due to it being so drying and not delivering what it promises…time to move on.
similarHeron4
I purchased during the Ulta liter sale. You get so much for the price. I wasn’t sure how to use this at first. After reading online the best way to use, I shampoo with my regular shampoo first, rinse, then use the violet shampoo and leave on for about 10 minutes. I only wash my hair twice a week so if I use this only, my hair is tangled and still dirty. So shampooing with my regular shampoo is a must. If you use a good conditioner in conjuction, it is not at all drying as most purple shampoos can be.
It really keeps my hair that ashy blonde color that those with Asian hair who do ombre balayage want to achieve. It doesn’t leave a chemical scent either like GVP Shimmer Lights from Sally’s.
pluckyWhiting2
Do I like this as a normal shampoo and conditioner? yes. Do I think this does a good job toning my blonde hair? NO. My hair is naturally dark blonde but I have hard water that turns my hair ugly, Shimmerlites made my hair beautiful but it’s expensive. I found this Joico Violet at Ulta during a liter sale. Long story short- I can leave this crap on my hair for 3 hours and it won’t tone for crap! It did make my hair slightly darker/grey hued on the ends, but on my hair where the hard water makes me a little brassy: I was still brassy! I disn’tfind this shampoo as drying as Shimmerlites but at least Shimmerlites works. I’d better get a 2nd job so I can afford it now :-p
dejectedSeagull2
This violet shampoo definitely neutralizes golden tones in blond hair. I’m sure it would do the same for gray or silver hair. I left it on for 10 minutes and I got a nice neutral blond shade. It smells nice and lathers well. However, the effects, at least for me, don’t last through a regular sulfate free shampooing, so if I want the effects of Color Endure, I have to use it as my regular shampoo. The trouble with this is that all color enhancing shampoos are drying to some degree and this one is no exception. If you’re able to maintain your color using it once a week or so, then this situation wouldn’t apply to you. However, if, like me, you’re frustrated about this and rather like your regular shampoo (as I do) then perhaps a toner is in order. I used Redken Shades EQ in 9V (v=violet) and 9NB (neutral brown) in equal parts with the Redken Shades EQ processing lotion for about 10 minutes on clean, damp hair. Rinse, but don’t shampoo. The effects will last weeks if you use a sulfate free shampoo. This worked out much better for me than using purple shampoo for every wash. However, once my hair begins to return to the overly golden state, I do use this shampoo if I’m awaiting toner in the mail or don’t have time to do my hair at that moment. I think this shampoo works as well as Blond Brilliance Lathering Toner in the cool tone, which is my other fav purple poo (it smells divine and is available at Sally’s btw). I find that toning with Shades EQ gives me beautiful color and shiny healthy looking hair. It isn’t drying at all and acts more like a conditioner, imo/ime. It’s actually a conditioning color gloss but is really a demi permanent color formula, which is why it lasts several weeks. Right now, my hair is still looking quite good and I did the color three weeks ago. I applied it to damp hair but next time, I may try it on dry hair. Supposedly the effects last even longer that way. I know this is supposed to be a review on the Joico shampoo, but I simply couldn’t let the opportunity pass for educating those who are tired of resorting to purple shampoo in order to control the ugly yellow tones that inevitably surface in blond hair. I didn’t want to get rid of all the warmth (I wanted a warm neutral look) so that’s why I mixed the violet and the neutral brown shades. The ugly gold is toned to a more subtle warm hue with the addition of the 9NB. If you want an ashier result, use 9V alone, but watch it carefully and rinse as soon as the gold disappears, just fyi. I learned about Shades EQ from the hair board and it receives tons of love there. If you’re having issues about shade selection, I urge you to post your question on HB. There are many color experts there that can assist you. Wella Color Charm toner in T18 is also an option, but again, watch it carefully. If you don’t, you could end up with purple hair (which you can fix with a clarifying shampoo or Dawn dishwashing liquid but it’s a pita). In sum, I do recommend Joico Color Endure but only as a temporary fix. For me, a toner was the best solution, although, like I said, I do occasionally use Color Endure and will eventually use up the bottle and likely repurchase for days when I need it. HTH.