You\'ll never lose your cool with Joico Blonde Life Violet Shampoo - a brilliant, brass-neutralising cleanser, free of SLS/SLES Sulfates, that instantly banishes undesirable yellow tones, so cool blondes stay nice and icy. Here\'s Why You\'ll Love It: - Instantly cool brassy tones and brighten cool blonde hair - Help maintain healthy-looking hair with brilliant shine - Nourish and protect fragile blonde hair - Rich lather gently cleanses hair Key ingredients: - Arginine, a naturally occurring amino acid crucial to hair\'s strength. Products that include Arginine help protect hair and rebuild it from the inside out. - Monoi Oil, a rare, exotic blend of Coconut Oil and Tahitian Gardenia Flower, helps fight frizz and boost shine while also helping to protect hair from environmental damage. - Tamanu Oil, a rich, Southeast Asian UV-absorber packed with fortifying Omega-6 and -9, helps deeply hydrate hair, bump up shine, and banish brittle strands. - SMARTRELEASE Technology, JOICO\'s one-of-a-kind liposome delivery system, packs a punch by continuously releasing Rosehip Oil, Arginine, and Keratin to help repair, strengthen, and protect hair from the cumulative effects of daily styling.