INNOluxe Platinum Shampoo 250ml

Why you'll love it

• Purple toning shampoo that neutralises yellow tones in blonde hair
• Deep purple pigments help maintain a cool, bright blonde
• Gently cleanses while strengthening the hair
• Nourishes and supports healthy-looking hair
• Aids hydration and moisture retention

Cool, bright blonde with added strength. INNOluxe Platinum Shampoo 250ml is a purple toning shampoo that gently cleanses while neutralising unwanted yellow tones, keeping blonde, platinum and lightened hair cool and bright. Powered by deep purple pigments, it tones as it washes, and because it's INNOluxe, it strengthens and hydrates the hair at the same time, so as well as cooler, brighter blonde, you get hair that feels stronger, healthier and well looked-after.

The toning comes from deep purple pigments, which help maintain a cool blonde colour by cancelling out the brassy yellow tones that creep into blonde and lightened hair. But this is more than just a toner: it also gently cleanses, nourishes and supports healthy-looking hair, while aiding hydration and moisture retention, so it tones, strengthens and conditions in one. It's the clever choice for anyone who wants their blonde cool and bright without sacrificing the hair's strength and moisture.

What it does for blonde hair

Blonde, platinum and lightened hair picks up unwanted yellow and brassy tones over time, dulling that clean, cool look, and it often needs strengthening and moisture too. This shampoo tackles all of it: deep purple pigments neutralise yellow (purple sits opposite yellow on the colour wheel, which is exactly why it cancels out warm tones) to keep blonde cool and bright, while the formula strengthens, nourishes and aids hydration. Used regularly in place of your usual shampoo (or alternated with it), it keeps blonde cool, bright, strong and hydrated.

How to use it

Apply to wet hair and massage through, leaving the purple pigments on a little longer for more toning, then rinse. Use in place of your regular shampoo when you want to tone, or alternate with your everyday shampoo to control the intensity, more frequent use gives a cooler result. Follow with a conditioner or treatment. You'll find toning and blonde-care options in our professional shampoo collection.

Who it's for

This one's for anyone with blonde, platinum, silver, highlighted or lightened hair who wants to tone out yellow and keep their colour cool and bright, while also strengthening and hydrating the hair. We've been perfecting blonde and toning for clients in Codsall for years, so we know how quickly blonde turns brassy, and a toning shampoo that strengthens too, like this one, is one of the easiest ways to keep your blonde cool, bright and healthy between salon visits.

Build your blonde care routine

For the best results, use this toning shampoo as needed to keep your blonde cool, alongside the wider INNOluxe range and your blonde-care essentials. Have a browse through our full range of professional haircare products to complete your routine, or explore all the professional names we stock over on our shop by brand page.

Add INNOluxe Platinum Shampoo to your routine to keep your blonde cool, bright, strong and hydrated. Free UK delivery on all orders.