Joico

Joico Color Endure Violet Shampoo, 33.8-oz, from Purebeauty Salon & Spa

Blondes may have more fun, but trust us, they have a lot more fun when their icy color stays sassy not brassy. And no shade on the color wheel helps maintain this cool more effectively than violet: the classic counterpoint that banishes oxidized yellowing, maintains the integrity of gray hair and even turns into an instant at-the-sink toner following a blonde color service. That's a whole lotta power for purple, don't you think?