First of all — I'm not sponsored by this brand. This is just my personal experience, and I'm sharing it because it honestly works. Honestly, this is one of the better toning shampoos I've tried. The ingredients are solid — water-based, with Cetearyl Alcohol for softness, Behentrimonium Chloride for detangling, and Quaternium-82 + Aminopropyl Dimethicone for that smooth, shiny finish. Plus, it's got Hydrolyzed Keratin and ceramides (Ceramide 3, 6 II, 1) for hair strength and structure — great bonus if your hair's been through bleach and toners. There's even Bambusa Vulgaris Sap Extract (yes, bamboo!) which gives it a bit of a nourishing edge. Now, about the 1-star reviews… respectfully, they're probably from people who haven't quite figured out how toning shampoos actually work. If you're new to this, take notes: PRO TIP: Always apply it first to the ends. Why? Because your roots and mid-lengths tend to absorb pigment faster (due to heat from your scalp and overall porosity), which can lead to uneven toning if you start there. Ends usually need more time to catch up in tone. Leave it on for a few minutes (how long depends on your desired result), then rinse thoroughly. This shampoo gives a clean, cool tone — perfect for neutralizing orange and brassy hues. No weird patchy results IF U USE IT CORRECTLY. The fragrance is pleasant, not overpowering. And unlike some toning shampoos that leave your hair feeling dry, this one actually leaves it soft and manageable. TL;DR: If you know what you're doing, this stuff is GOLD.

Loved the result the colour was just what I was looking for. Unfortunately I have to review the ingredients as I developed a really bad reaction with itch and hives all over my scalp and had to stop using.

Love this stuff for toning brassiness and yellow from my dirty blonde lightened hair - it is made it Italy and even smells like Fanola - I have them both and can't tell them apart

Stains the walls, and my blonde hair absorbs the bluish colour, literally changing my hair colour. Not a fan and I do not recommend!

It really toned your hair! Smells great too and lathers nicely. I love it so much and it's not expensive. This brand doesn't have other good shampoos though. Only this specific one is amazing.

It turns my white hair blue and does not help neutralize the yellow... so I have blue hair by my scalp but the ends of my hair are yellow. Do not recommend.

This is my favourite shampoo to keep my blonde hair blonde. It deposits pigment which is hard to find in a shampoo, but with that said... this is why it's so effective.

I should probably have returned this product. I use silver shampoo but not usually this brand. While it prevents the yellowing in my hair that I hate, it also 'paints' my shower walls, tub and shower curtain purple (unless I notice it and clean it up immediately! Last time i splashed a few drops on my white bath mat that were determined to stain. So, no, there are other brands that don't stain so fast.