L’Oreal EverPure Brass Toning Purple Shampoo Review

Sulfate Free, Vegan Formula with Hibiscus for Blonde, Bleached and Silver Hair

Quick Verdict: A genuinely effective sulfate-free purple shampoo that neutralizes brassy tones while delivering real moisture to color-treated hair. The hibiscus-infused formula stands out in a crowded category by addressing both toning and hydration simultaneously, without the harsh ingredients that damage color over time.

In-Depth Product Review

Purple shampoos have become a staple for anyone maintaining blonde, bleached, highlighted, or silver hair, but not all formulas are created equal. Many toning shampoos on the market use sulfates and harsh salts that strip color and leave hair dry and brittle over time. L’Oreal’s EverPure Brass Toning Purple Shampoo takes a different approach, combining effective toning with a genuinely moisturizing formula that respects the integrity of color-treated hair.

The active toning mechanism relies on purple dye pigments that work on the color wheel principle. Brassy yellow and orange tones are neutralized by their opposite color, purple, which deposits onto the hair shaft during washing and counteracts unwanted warmth. After two to three uses per week over a two-week period, the difference in tone is clearly visible. Hair that had developed a noticeable yellow cast returned to a cooler, cleaner blonde without any professional salon intervention.

What separates this formula from basic purple shampoos is the hibiscus infusion. Hibiscus is rich in amino acids and natural alpha hydroxy acids that strengthen the hair shaft, improve elasticity, and add a noticeable softness to the texture. Color-treated hair is inherently more porous and prone to dryness, and the hibiscus component addresses this directly. After rinsing, hair feels hydrated rather than stripped, which is a meaningful distinction from sulfate-based alternatives that leave hair feeling squeaky but parched.

The sulfate-free, paraben-free, and harsh salt-free formulation is not just a marketing claim. Sulfates are effective cleansers but they are also aggressive surfactants that accelerate color fade in treated hair. By removing them from the formula, EverPure extends the life of blonde and highlighted color between salon visits, which translates to real cost savings over time. The vegan formulation adds further confidence for buyers who prioritize clean beauty standards.

EverPure vs Other Purple Shampoos

The purple shampoo category includes everything from budget drugstore options to salon-exclusive formulas priced significantly higher. EverPure sits in a strong middle position, offering L’Oreal’s research-backed formulation at an accessible price point. Compared to basic purple shampoos that use sulfates, the EverPure formula delivers comparable toning results while causing measurably less dryness and color fade over repeated use.

Against premium salon brands, EverPure holds its own on toning effectiveness. The purple pigment concentration is strong enough to produce visible results within two to three uses without over-toning or leaving a purple cast on lighter hair when used as directed. Some ultra-concentrated purple shampoos require careful timing to avoid over-depositing, but EverPure’s two-minute leave-in window is forgiving and consistent across different hair types and porosity levels.

The system approach, using EverPure purple shampoo paired with the matching purple conditioner, amplifies results noticeably. The conditioner seals the toning work done by the shampoo and adds an additional layer of moisture that leaves hair visibly smoother and shinier than using the shampoo alone.

How to Use EverPure Purple Shampoo for Best Results

Replace your regular shampoo and conditioner with the EverPure purple system two to three times per week. On other wash days, use a standard moisturizing shampoo to maintain scalp health and avoid over-toning. Wet hair thoroughly before applying, as dry or damp hair absorbs pigment unevenly and can result in patchy toning.

Apply a generous amount of purple shampoo and work it into a lather from roots to ends. Leave the lather in for up to two minutes before rinsing. The two-minute window is the sweet spot for effective toning without over-depositing purple pigment. If your hair is particularly brassy or has not been toned recently, you can extend to the full two minutes. For maintenance toning on already cool-toned hair, a one-minute leave-in is sufficient.

Follow immediately with the EverPure purple conditioner, focusing on mid-lengths and ends where color-treated hair is most porous and prone to dryness. Leave the conditioner in for two to three minutes before rinsing with cool water to seal the cuticle and lock in moisture. Consistent use of the full system two to three times weekly will maintain cool, brass-free tone between salon appointments.

Frequently Asked Questions

Will this shampoo turn my hair purple?

No, when used as directed with a two-minute leave-in time. The purple pigment neutralizes brassy tones rather than depositing visible color. Leaving it on significantly longer than recommended on very light or platinum hair may cause a slight purple tint, which washes out with regular shampoo.

How often should I use this shampoo?

Two to three times per week is the recommended frequency. Daily use is not necessary and may over-tone hair over time. Alternate with a regular moisturizing shampoo on other wash days.

Is this safe for all blonde hair types?

Yes. It is formulated for blonde, bleached, highlighted, and silver hair. It works on natural and color-treated blonde hair alike.

Does it contain sulfates or parabens?

No. EverPure is formulated without sulfates, parabens, or harsh salts, making it safe for daily color maintenance without accelerating color fade.

Do I need to use the matching conditioner?

It is not required, but using the EverPure purple conditioner as a system significantly enhances both toning and moisturizing results compared to using the shampoo alone.

Verified Buyer Review

“I have been bleaching my hair for years and brassy tones are a constant battle between salon visits. I tried several purple shampoos before this one and most of them left my hair feeling dry and straw-like even though they toned okay. EverPure is the first one that actually tones AND leaves my hair feeling soft and moisturized at the same time. I use it three times a week with the matching conditioner and my blonde stays cool and bright for weeks. No more yellow cast by week two after a toner. The sulfate-free formula makes a real difference in how my color holds. My hair feels healthier than it has in a long time. If you are maintaining blonde or highlighted hair, stop guessing and just get this system. It genuinely works.”

Verified Purchase