I Tried 9 Natural Purple Shampoos for Gray Hair (Before & After Pics)

January 19, 2021 (updated March 28, 2023) — Written by

Is your gray hair yellow or brassy? You need purple shampoo. Here is everything you need to know about finding the best natural purple shampoo for gray and silver (and blonde!) hair, plus my top purple shampoo picks too! 

A woman holds up a bottle of Bruns SCHAMPO N24.
Our top pick for purple shampoo for gray or blonde hair.

By: Lisa Fennessy

IN THIS POST:

Confession: The first couple of years I grew out my hair gray, I was convinced my experience transcended purple shampoo. Actually, it was more like I was running an offense for the “just use regular shampoo” team. I was fine rotating through my roster of favorite clean beauty shampoos. They were cleaning my hair per usual and everything was fine. Until it wasn’t.

RELATED: Gray hair, do care—why to ditch the dye.

About three years into my growth, my hair started taking on a brassy tinge. I couldn’t tell if my whites were actually white or if they were browns that hadn’t turned white yet. It was all getting a bit muddy and I found myself craving something to add brightness, definition, brilliance and clarity to my grays.

And then it dawned on me. I probably need a purple shampoo! Here’s why.



Why does gray or silver hair get yellow or brassy?

Jenn Jones, master colorist and owner of Creature Studio in Atlanta, explains, “Light colored hair like shades of blonde and gray are more susceptible to becoming discolored due to a number of factors like heat styling, medications, product buildup, sun, salt, chlorine and environmental pollutants.”

And she’s right. In fact, UV and heat are the biggest discoloring factors. Research has demonstrated UV turns proteins in hair yellow. Melanin in hair normally prevents hair from yellowing, but gray and silver hair have little to no melanin content to prevent this.

a woman with wavy long gray hair looks at a bottle of evolvh spray
EVOVH Superfinish Polishing Balm.

Help reduce brassiness with a clean UV + heat protectant

Using a heat + UV protectant, along with a great purple shampoo, can be incredibly effective at bringing out those white, bright silver and grays—it basically helps stop the yellowing/brassiness before it starts.

I’ve tried a number of ethical beauty heat protectants (read about my full experience, and get full reviews of all the ones I’ve tried here), and hands down, the best one is EVOLVh’s Superfinish Polishing Balm. 

The Polishing Balm stands out to me because it’s water-based and really light and it doesn’t change the texture of my hair. It’s like adding nothing but it’s like adding everything. Check it out: the Polishing Balm defrizzes, adds moisture, softness, shine, strength, prevents breakage, splitting AND provides UV and heat protection. I know. I KNOW!

I add a dollop of this to my hair before every blow dry and it leaves my hair super shiny and soft. #obsessed

Code: NEWKNEW15 will save you 15% on your first order at EVOLVh here!

RELATED: Read my review on the best heat protectant for gray hair and beyond.

Other preventative steps to stop yellowing or brassy hair

We can’t control the melanin in our hair, but we can control any external factors that cause yellowing or brassiness—like the products we choose to use.

Product buildup is a big factor when it comes to yellowing. To avoid it, choose EDTA-free shampoos, which can specifically cause yellowing.

Another preventative measure is to look for shampoos that are rich with plant antioxidants, which help reduce yellowing caused by UV. Antioxidants that are most effective for stopping hair yellowing (UV, heat, iron in water) are the ones that quench the hydroxyl radicals that are causing the yellowing. These are plant sugars like mannitol, quercetin and purple pigments in grapes and cranberry, to name a few.

And since I mentioned it, reducing your exposure to UV rays is key to preventing yellowing of strands. Molecular Biologist and Cosmetic Chemist Kate Noonan explains that hair is made up of 95% keratin protein. When hair is exposed to UV, it breaks down that keratin—specifically the part that gives hair its strength and shine. UV also fades hair color and can create hair-yellowing. Using a hair sunscreen can help with this—and these are my top picks (you know I got you, girl). 

Reducing your use of heat tools like flat irons, curling irons and blow dryers can also significantly reduce yellowing of your hair. Too much heat on gray hair can turn it brassy (or yellowish). That leaves you with a few options:

  1. Stop using heat tools, and when you do, make sure it’s continually in motion (aka, don’t hold your blow dryer stagnantly on one section of your hair).
  2. Choose heat tools that dry or style your hair in half the time, like the Dyson Supersonic Hair Dryer. It also has controlled heat settings that help reduce damage. Not sure if it’s for you? Check out my GRWM video here to see how FAST it dries hair.
  3. Skip heat all together and opt for a heatless styling tool! We’ve been testing a BUNCH of heatless curling options, so stay tuned for our review of the first, dropping later this week!

RELATED: The 3 best hair sunscreens for any hair type.


Lisa's gray hair, grown out for more than three years and treated with purple shampoo to reduce brassiness.
Lisa’s gray hair, grown out for more than three years and treated with purple shampoo to reduce brassiness.

Why use purple shampoo?

Okay, now on to the purple shampoo! Purple shampoo is actually another preventative measure, but it merits a bit of an explanation, so we are dedicating this entire post to taking a deeper look.

Purple shampoos are called “purple shampoos” because they are actually…PURPLE. Jenn adds, “It’s basic color theory. Purple and yellow are complementary colors. That means when put together, they neutralize each other. These shampoos are going to get rid of unwanted yellow or ‘brassy’ tones in light shades of hair so the hair is left brighter.”

This is DIFFERENT than the chelating or clarifying shampoo, or apple cider vinegar rinses you might have heard of. A chelating or clarifying shampoo can be used to remove any product or mineral buildup that may be contributing to brassiness. ACV is typically used after you shampoo, condition or color because it seals the cuticle down and adds some shine.

What are the active ingredients in purple shampoo?

So the bottom line is that you need something purple in the purple shampoo to get the job done. I’ve seen brands use a myriad of ingredients to attempt this, from botanicals like purple potato, to mineral-derived pigments like ultramarines and iron oxides, to plant extracts like bilberry extract and beet extract, to synthetic dyes (like Basic dyes and Acid Violets). And in a nutshell, I’ve found that the purple shampoos that use vegetable and botanical extracts are a lot less effective compared to purple shampoos that use synthetic dyes.

So then the obvious next question is, what’s the deal with synthetic dyes and do we need to be concerned with using them? Let’s break them down by category to dive in deeper.

Basic Dyes

Basic Dyes (which is actually the proper name for these dyes even though it sounds like a descriptor—”Basic dyes” can encompass everything from Basic Brown 16 to Basic Blue 99 and Basic Red 76, the two we’re specifically talking about here) fall under the category of “coal tar” dyes, which means they are exempt from FDA approval. Coal tar dyes are synthetic dyes and contain petrochemical derivatives. 

From what we can see, each of the Basics comes with its own set of things to consider, some of which we highlight in our look at Overtone

For example, we checked in with clean cosmetic chemist, Ayurvedic practitioner and founder of KKT Consultants, Krupa Koestline, who explains, “Basic Blue 99 [what we see in some purple shampoos] has been determined okay to use by the Cosmetic Ingredient Review Expert Panel (CIR) and the EU Safety panel, but have noted that the structure and composition can vary quite a bit and so that can be an issue if not properly tested.” 

She continues, “Basic Red 76 [also what we see in some purple shampoos] is an ‘azo-dye’. Basic Red 76’s safety in use is inconclusive per [the] EU. The Scientific Committee on Consumer Safety (SCCS) in an Opinion, SCCS/1385/10, has classified Basic Red 76, when used as a non-oxidative hair dye up to 2%, as not posing a risk for consumers. However, Australia doesn’t allow the dye and differs in opinion. The concern is the presence of o-ANISIDINE, which is a carcinogen.” The muddy waters around this specific issue are also illustrated in this challenge paper

Like with anything, it’s about the quality of the ingredients, the percentage of the ingredient and how much you trust the company making the product. Which leads us back to marketing lingo, greenwashing and transparency

Takeaway: Do I want to drink this? No. Am I okay with using a tiny percentage in my purple shampoo? Yes, I am.

Acid Violets

Violet 2 (also known as Ex D&C Violet 2) and Acid Violet 43 used to be derived from coal tar, but are currently made during petroleum jelly refining. They routinely bear a “caution” statement regarding potential skin irritation and instructions for determining whether the product causes skin irritation in any given individual, so I wanted to do a little digging to see why.

Krupa explains, “Acid Violets are safe to use and don’t have any safety issues associated with them, in hair shampoo/conditioner application. They are both not recommended to be used on mucous membranes, but otherwise no other concerns.”

In some additional research and with help from Kate, we were able to add a little more color

  • Both Violet 2 and Acid Violet 43 are not mutagenic in any of the tests like the Ames test or the micronucleus assay. 
  • Violet 2 in a 1% concentration shows no system toxicity and no significant local skin reactions. 
  • Acid Violet 43 was determined to be safe for use in hair dye formulations, when impurities are limited. The Scientific Committee on Consumer Safety is of the opinion that the use of Acid Violet 43 as a non-oxidative hair dye with a maximum on head concentration of 0.5% active dye does not pose a risk to the health of the consumer.
  • The CIR (the US Cosmetic Ingredient Review panel) found that no dermatitis was seen when many human volunteers at different Derm centers had 1% Acid Violet 43 in petrolatum applied to their skin over a 6-month period.

To put all this in context, Kate explains, “Often, just a 0.3% concentration of Acid Violet is needed to treat hair brassiness.”

Takeaway: With all that in mind, the concentration of dyes like Acid Violet 43 and Violet No. 2 that we find in the purple shampoos I’m trying and recommending are considered safe, both by the FDA and by my trusted cosmetic chemist sources.

Plant-derived “botanical” dyes in purple shampoo

The FDA classifies color additives obtained primarily from mineral, plant or animal sources as “not subject to batch certification requirements.” This means that the FDA doesn’t need to review each batch of these colorants, and that cosmetics companies can include them without having them reviewed by the FDA’s certification. But, says the FDA, they “still are considered artificial colors, and when used in cosmetics or other FDA-regulated products, they must comply with the identity, specifications, uses, restrictions, and labeling requirements stated in the regulations.”

Takeaway: Again…this comes down to the transparency of the brand and how much you trust their practices. A trustworthy brand will do its research and comply with regulations, as well as provide clarity on the ingredients in its products.

Should I use blue shampoo for my gray hair?

NO. Purple shampoo is not to be confused with blue shampoo, which is used for darker hair to cancel out orange tones. Jenn warns, “Never put blue, even pale blue, on blonde hair when trying to cancel out yellow tones. Blue + yellow = GREEN.”


How to find an all-natural purple shampoo that’s right for you

A collection of purple shampoos lined up on a bathroom sink.
Some of the purple shampoos tested for this post.

MOST of the purple shampoos on the market are formulated with other health-compromising ingredients like surfactants, parabens, fragrance and more, like DMDM Hydantoin. DMDM Hydantoin is a formaldehyde-containing ingredient and it’s sometimes listed (sometimes not if it’s hidden in a surfactant).

BUT! I was able to hunt down a few cleaner options that are formulated without all the junk. Purple shampoo is currently an incredibly niche piece of the clean beauty market (though it’s rapidly expanding, as evidenced from the new formulas I’ve recently tried), and each brand I’ve found formulates a bit differently.

Finding a “right fit” purple shampoo is really about taking into consideration your own type of hair and balancing that with how aggressive of a treatment you want. What it really comes down to in the end, as always, is making an educated decision about what you personally want.

How do I use all-natural purple shampoo?

If you’ve tried using purple shampoo to brighten your gray (or blonde) hair, but it doesn’t work—you *might* be doing it wrong. The trick? You have to leave it in and let it actually tone your hair!

Of course potency and efficacy can vary from brand to brand depending on percentages and ingredients, but if the question is “Does purple shampoo work?” the answer is YES, AND (!!) if it’s not working for you, you most likely are not giving the pigment enough time to transfer. 

The best way to use clean beauty purple shampoos is:

  • Apply on wet hair in the shower.
  • Wash hair as normal, but don’t rinse.
  • Let the shampoo sit on your hair for a few minutes (sometimes directions even say this explicitly) before rinsing. You can even take a clip into the shower and clip up your hair as you take this time to do all the other things like wash your face or shave. This gives the color a chance to work so you are not applying it and rinsing it off straight away.
  • Once you’ve let it sit, rinse out and conditioner like normal.

Here’s a quick video of me trying out my favorite brand or purple shampoo…

You will also have to play with frequency, depending on how often you wash your hair and the needs of your own gray hair. For the person who washes daily, you may only need to use a purple shampoo a couple times a week to get those grays non-brassy and bright. Or for the person who only washes their hair once a week, you may be able to use a purple shampoo every time you wash.

It also depends on the shade of your hair. Jenn explains, “Anyone can use a purple shampoo; you just won’t get benefits from the color unless your hair is a level 8 [a medium blonde on the hair tone scale] and above. The pigment is just not strong enough to do anything to darker tones.”

Madison Reed hair level chart
Madison Reed hair level chart.

The goal here is to determine your own personal equation of frequency, taking into consideration shampoo formula, hair type, hair shade, hair texture and personal washing frequency.

What if my hair turns purple?

If your hair happens to turn purple, Jenn suggests that “a clarifying shampoo will typically work well to pull out unwanted tones. You can apply the shampoo and let it sit for a while to help pull out the color. Typically, if your hair is over-processed or porous, the color can build up, usually on the ends, and be harder to get out.”

RELATED: 10 Things That Surprised Me About Going Gray


The best all-natural purple shampoos

I’m going to use this space to document the purple shampoos I’ve tried that I would consider to be the cleanest options available. I’m starting with my top two recommendations by hair type and I will continue to add reviews here as I try more product. Comment below if you have an option I didn’t include here!

Top purple shampoo pick for thick, dense, oily hair

Top pick for mature, thin, drier hair


All the purple shampoos I’ve tried (with before & after pics!)


After reading this, most people bought…


Common questions about purple shampoos for gray hair

What is purple shampoo?

Purple shampoo is a shampoo containing purple pigment to neutralize yellow and brassy tones in gray and/or blonde hair. Learn more here.

What’s the best clean purple hair shampoo?

There is no shortage of purple shampoos to choose from. These are some of better options (sans SLS, synthetic fragrance, parabens etc.) that I’ve tried.

How to find the right purple shampoo?

Finding a “right fit” purple shampoo is really about taking into consideration your own type of hair and balancing that with how aggressive of a treatment you want. Check out my recommendations for natural purple shampoos.


Have you found a cleaner purple shampoo that works for you?

TNK Team Note: This article contains affiliate links. TNK uses affiliate links as a source for revenue to fund operations of the business and to be less dependent on branded content. TNK stands behind all product recommendations. Still have questions about these links or our process? Feel free to email us.

By Lisa Fennessy

Lisa is the founder of The New Knew. Passionate about clean beauty, organic eats and nontoxic lifestyle, Lisa writes to create awareness. Conscious consumerism and informed decisions will impact the marketplace, our health and THE WORLD!

176 Comments

  1. Reply

    Stacey

    Thank you for this information. Can or should the oway purple shampoo be used daily or every time you wash your hair like the Braun or what would you recommend as an alternating shampoo?

    1. Reply

      Lisa

      Hi Stacey! You can try it daily. All of the options listed here DID NOT turn my hands, nails or hair purple so I think they are gentle enough for daily use – of course it depends on hair type, water etc. xo, Lisa

  2. Reply

    Holly

    Is the Bruns 24 shampoo for Brunette hair also?

    1. Reply

      Lisa

      Hi Holly! It’s best for gray and blonde hair. If you have brassiness on your brown hair, try a blue shampoo ; ) xo, Lisa

  3. Reply

    Kate

    Have you checked out Davines alchemic shampoo and/or conditioner silver?

    1. Reply

      Lisa

      Hi Kate! No, do you love it?

  4. Reply

    Dawn

    Hi Lisa. Acid Violet 43 which you have listed in the BRUNS shampoo, and it gets a 10 out of 1-10 (most toxic) on the EWG Skin Deep database, here https://www.ewg.org/skindeep/ingredients/716353-ACID_VIOLET_43-Acid_Violet_43_Uncertified_Ext_DC_Violet_No_2/

    Do you have any other info about Acid Violet 43 that makes it seem less toxic?

    How do you identify non-toxic products?

    1. Reply

      Lisa

      Hi Dawn! Love this question, thank you. EWG is great for identifying ingredients to consider but it doesn’t account for percentages used in specific products. I talk more about that here in this post.

  5. Reply

    Aysel

    Hi! Thank you for this great post. I have Evolvh superfinish on way. Have you ever tried Ethique Purple Toning Shampoo Bar?

    1. Reply

      Lisa

      Hi Aysel! I haven’t but thanks for the tip – I’ll check it out. Let us know what you think of the SFPB! (I’m obsessed!), xo, Lisa

  6. Reply

    Bridget

    I use Aveda purple shampoo. I love their products. The purple shampoo a little drying but won’t give weird discoloration to my hair. I use it only once a week and the other time I use their rosemary and mint shampoo. Also very lovely.

    1. Reply

      Lisa

      Hi Bridge! Love that you found something that works for you! If you are looking for something more moisturizing, check out BRUNS – we sell it in our shop and it’s a fan fave!

  7. Reply

    Kacey

    Do you have any suggestions for “no shampoo” solutions for grey/silver hair? I used to not use shampoo at all, but since I went grey, I have to use a purple shampoo to keep it looking silver. I would love to go back to letting my natural oils build up like they are supposed to, but it yellows so fast. Any suggestions would be welcome.

    1. Reply

      Lisa

      Hi Kacey! Wow, this is the first time I’ve heard this question and it’s such a good one. I don’t have a solution but I will keep my eye out for one. Thanks for asking and let us know if you discover something in the meantime! xo, Lisa

  8. Reply

    Sandee Gertz

    If you have a PPD allergy, are all of these safe to use?

    1. Reply

      Lisa

      Hi Sandee! I believe so, none of these shampoos have PPD in them. But as always, consult your doctor on best fit products for you! xo, Lisa

  9. Reply

    Eva

    Hi Lisa!

    Are all purple shampoos PPD-free?

    1. Reply

      Lisa

      Hi Eva! As far as I know they are. I have never seen a purple shampoo with PPD but that doesn’t meant they don’t exist. PPD is one of the active ingredients in hair dyes. Purple shampoos do not dye your hair the same way hair dyes do. They coat the hair shaft for 7-10 days to counteract that brassiness look. Hope this helps! xo, Lisa

  10. Reply

    Christine

    Hi there. I have dark hair with lots of pure white hair. Living in the Northern part of Canada means that I have fewer options available. What would you suggest for brightening the white hair? We avoid as many of the toxins as possible, as my children react to them.

    1. Reply

      Lisa

      Hi Christine! Have you tried a purple shampoo yet?! Also avoid heat stylers and wear a hat in the sun as heat can be one of the most damaging/yellowing agents. These are my fave natural purple shampoos ; ) xo, Lisa

  11. Reply

    Marianne Bauman

    Could you please tell me of a purple shampoo that is fragrance free? I cannot have ANY fragrance, natural or otherwise and am having trouble finding one.

    1. Reply

      Lisa

      Hi! Bruns does make one. I don’t carry it in the shop but you could inquire about ordering it directly from them. I’ve done that before, you just have to pay for international shipping. Hope this helps! xo, Lisa

  12. Reply

    beth

    I have been going gray naturally for a few years. Hair is very light in front, back still has a lot of light brown, I really need a purple shampoo. I wash hair 1-2x a week. But its thick, wavy, frizzy in our SC weather and DRY. Which of your top to would you recommend for me?

    1. Reply

      Lisa

      Hi Beth! I would recommend the OWAY one for you. It has more cleaning power and is better for thick hair. I detail out my top faves here and that is one of them! xo, Lisa

  13. Reply

    Cathy B

    Hi Lisa. Before going grey my dark brow hair was very thick, often needing some thinning. Now my chin length grey hair is very thin on top but slightly thick at chin level and tends toward dry and frizzy. I’m leaning toward the BRUNS rather than the OWAY. Which do you recommend?
    Thanks! Cathy

    1. Reply

      Lisa

      Hi Cathy! In my experience, BRUNS is more moisturizing on the scalp than OWAY. OWAY foams up a little bit more than the BRUNS. So if you have an oily scalp, I suggest the OWAY. If you have more of a normal to dry scalp, I suggest the BRUNS. Hope this helps! xo, Lisa

  14. Reply

    Karla

    I’m really interested in bar shampoos and conditioners. I’m using a couple with success but they’re not purple. I see several brands offering; does anyone have good experience with a purple shampoo/conditioner bar? Thanks!

    1. Reply

      Lisa

      I also wonder about this and also if a bar would be able to transfer color like a liquid soap would? Keep us posted Karla with what you find! xo, Lisa

  15. Reply

    Charity

    Flourish Beauty Lab recently released a purple shampoo and conditioner but I don’t know how good it works, we love their other shampoos and conditioners. Maybe another option to check out. I am just starting my gray hair journey…I’ve only been doing demi permanent color for 2 years now so I’m hoping it will all fade. But either way, I’m ready. Early 40’s here!

    1. Reply

      Lisa

      Yes! I have it! I’ve tested a few of her iterations and I just got the latest one too…will keep y’all posted! xo, Lisa

  16. Reply

    Fee

    Hi! I don’t need a purple shampoo yet, but I world like to know if you have any recommendations for a clean shampoo & conditioner for fine salt & pepper hair. I am 14 months to my grow out and am having trouble finding a clear or white shampoo/conditioner that is clean! Thanks!

    1. Reply

      Lisa Fennessy

      Hi Fee! Have you tried EVOLVh? It’s one of my faves. It cleans really well and it won’t weight hair down.

  17. Reply

    Esther

    Hi my name is Esther i been coloring my hair black for many years so i went to a specialist and did a treatment to get the black color out of my hair is all colors right know when i wash it with the purple shampoo my hair is so ugly know i can’t even come it I been having gray hair since i was 15 and I’m going to be 50 soon so black hair is over so what do you recommend me to do asap thank you

    1. Reply

      Lisa Fennessy

      Hi Esther! Have you joined The Gray Book on Facebook yet? There is over 11K women in this group who are going gray or have gone gray or who are thinking of going gray. There is so much experience, wisdom, support and inspiration over there. I would love for you to join – I’m sure someone who has been in your shoes before can offer some advise. xo, Lisa

  18. Reply

    Fee

    Hi Lisa! I haven’t tried it but I will now! Thanks for the recommendation! Fee

  19. Reply

    Carla

    Hi! I was wondering about a conditioner for salt and pepper/silver hair! I’m anxious to try the Oway Silver Steel shampoo you recommended in this post and was wondering if you use or think conditioners help with frizz/coarseness. Thanks!

    1. Reply

      Lisa Fennessy

      Hi Carla! I do! It’s worth a try. Everyone’s hair is different in terms of what type of moisture and conditioning it needs. I can tell you it works for me without weighing my hair down. If you try it, let us know what you think! xo, Lisa

  20. Reply

    Elana

    I am very happy with the Bruns No 24 purple shampoo so far. I’ve used it twice, and it leaves my hair very soft. After two washes, though, it’s hard to tell whether it’s toning down my yellow or not. (To be fair, I’m starting with a LOT of yellow… My hair’s been all grey and white for over a year, and then the yellow got into it 6 months ago.) How many washes does it usually take to get rid of yellow? Will the shampoo eventually work, or do serious yellow problems need the conditioner too?
    Thank you very much,
    Elana

    1. Reply

      Lisa Fennessy

      Hi Elana! Thanks so much for your email! If you use the conditioner along with the shampoo, it will help speed up the results. xo, Lisa

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