Blonde Life Brightening Shampoo
Shampoo / Clarifying, deep-cleaning
- Shampoo
- Sulfate-free
- Cruelty-free · PETA-listed
Add it to your products. We’ll tell you if it’s ever recalled.
Scent:
The ingredient list declares fragrance. What it smells of is not stated, and we do not guess.
Manufacturer page: joico.com
Personal fit
Is this right for you?
Complete the consultation to see how well this product fits your hair and your goals. With 6,000+ products in our library, we can match you to the right ones.
- About 20 minutes, and your answers save as you go.
- Every product matched against your hair across the 22 factors we check.
- A personalized routine built around your schedule, styling habits, and local weather.
- Find products that do the same job at a lower cost.
- Your goals, scalp, damage history, water, budget, and scent preferences all shape your plan.
$49 with 60 days of follow-up questions and plan updates
$99 with 12 months. Pay once; the year renews only if you choose.
Show all 22 factors we check
The rest of what your plan weighs on this product.
The consultation builds your hair profile, checks every factor in this table against it, and tells you where this product fits or what to use instead.
Start your consultation$49 once, with 60 days of follow-up questions and plan updates. Nothing renews, and you never have to buy a product.
Your avoid-list
Upper-mid price for a shampoo
$2.57/oz at 10.1 oz, more than 68% of the 1544 shampoos , which mostly run $0.79–3.04/oz. The cost less.
Great for
Maybe skip if
What the formula actually does
Read from the label, not the marketing
Each row says where it comes from: F means we derived it from this product’s own ingredient list, S means it is a claim the brand makes that the formula neither confirms nor contradicts.
A reset wash that removes oil, buildup, and most residue.
Thick foam that spreads quickly through the hair.
Conditioning agents are present, lower in the list.
Humectants in the working part of the formula.
No over-the-counter scalp active.
Contains chelators, which bind hard-water and pool minerals.
Water-insoluble silicones or waxes: a detergent wash is what removes them.
Protein appears, low enough to be a supporting ingredient.
Fragrance is listed; it sits below the working ingredients.
Ingredients that matter
The ingredients that change a decision
The workhorse ingredients, plus anything lower down that changes a decision. The chips name what an ingredient does. They are not safety scores, and no ingredient here is rated good or bad on its own.
| Ingredient | What it does | Why it matters | Chip |
|---|---|---|---|
| WaterWater/Aqua/Eau | solvent | The base everything else is dissolved in | Neutral |
| Sodium C14-16 Olefin Sulfonate | olefin sulfonate cleanser | — | Cleanses |
| Isopropylamine Dodecylbenzenesulfonate | cleanser | Does the cleaning | Cleanses |
| Cocamide MIPA | secondary cleanser | Softens the main detergent | Cleanses |
| Decyl Glucoside | nonionic cleanser | — | Cleanses |
| Glycol Stearate | opacifier | Makes the product look creamy | Softens |
| Glyceryl Caprylate/Caprate | light ester | Light slip without much weight | Softens |
| Phenoxyethanol | preservative | Keeps the product from spoiling | Stabilizes |
| Hydrolyzed KeratinHydrolyzed Hair Keratin | film former | A supporting film former | Protein |
| Laurdimonium Hydroxypropyl Hydrolyzed Keratin | conditioning agent | A little conditioning left behind | Protein |
| Divinyldimethicone/Dimethicone Copolymer | silicone | A little smoothing and shine | Buildup |
| Bis-Cetearyl Amodimethicone | conditioning agent | A supporting conditioner | Buildup |
Full ingredient list (44)
In the US, ingredients above 1% are listed from most to least. Below 1% they can appear in any order. Each note keeps three things apart: what the ingredient generally does, its role in this type of product, and what its position can tell you.
-
1
Water
· Water/Aqua/Eau
General function
The base of almost every rinse-off and cream hair product. It carries everything else and is normally the first ingredient on the label.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
- solvent
-
2
Sodium C14-16 Olefin Sulfonate
General function
A strong non-sulfate detergent used in "sulfate-free" shampoos. It cleans about as thoroughly as a sulfate despite the label difference.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
PubChemMay suitBuild-up-sensitive routinesA strong detergent with no sulfate on the label. It removes deposited films about as completely as a sulfate does.
May not suitVery dry or highly damaged hairSulfate-free on the label is a naming fact, not a mildness one: this is an efficient detergent, and hair short of moisture can feel it.
- olefin sulfonate cleanser
- cleanser
-
3
Isopropylamine Dodecylbenzenesulfonate
- cleanser
-
4
Cocamide MIPA
General function
A coconut-derived thickener that stabilises shampoo foam and gives the liquid its body.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitDry, coarse, or high-porosity hairMild cleansing leaves more surface lubrication in place on hair that dries out quickly.
May suitVery dry or highly damaged hairA sugar-derived non-ionic detergent, among the gentlest in use. It cleanses with little foam of its own and little sebum removal.
May not suitBuild-up-sensitive routinesGentle cleansing leaves water-insoluble deposits largely in place; they come off with a stronger wash, not this one.
- secondary cleanser
- nonionic cleanser
- thickener
-
5
Decyl Glucoside
General function
A sugar-derived, low-foam cleanser used in gentle and curly-method shampoos.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
PubChemMay suitDry, coarse, or high-porosity hairMild cleansing leaves more surface lubrication in place on hair that dries out quickly.
May suitVery dry or highly damaged hairA sugar-derived non-ionic detergent, among the gentlest in use. It cleanses with little foam of its own and little sebum removal.
May not suitBuild-up-sensitive routinesGentle cleansing leaves water-insoluble deposits largely in place; they come off with a stronger wash, not this one.
- nonionic cleanser
- cleanser
-
6
Glycol Stearate
General function
A wax that makes shampoo look pearly and adds a slightly richer feel.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
PubChemMay suitFrizz-prone, damaged, or high-friction hairEmollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.
- opacifier
- emollient
-
7
Glyceryl Caprylate/Caprate
General function
A fatty ester. Esters give slip and a smooth after-feel; lighter ones read dry and silky, heavier ones read rich.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitFine or easily flattened hairA light emollient: it softens the surface with noticeably less weight than an oil or a butter.
May suitFrizz-prone, damaged, or high-friction hairSpreads thin and lowers friction between strands without the heaviness of a fixed oil.
- light ester
- emollient
- ▾Below about here, the order stops meaning much. These are usually used at 1% or less.
-
8
Phenoxyethanol
General function
The most common modern preservative; it keeps the product free of bacteria and mould. It sits well below 1% of the formula.
Estimated lower-concentration zonePubChemIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
- preservative
-
9
Calophyllum Inophyllum Seed Oil
General function
The oil pressed from Calophyllum Inophyllum. How much weight a plant oil leaves depends on the hair it lands on; coarse hair tends to take more of it than fine hair.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May suitDry, coarse, or high-porosity hairCoats the surface and slows water leaving the strand, which is usually what coarse hair that dries out fast is missing.
May suitFrizz-prone, damaged, or high-friction hairA thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
-
10
Cocos Nucifera (Coconut) Oil
General function
One of the few oils small enough to move into the strand, which is why it is used for pre-wash treatments. It can feel heavy or stiff on protein-sensitive hair.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
International Journal of TrichologyMay suitFrizz-prone, damaged, or high-friction hairA thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
-
11
Arginine Hcl
General function
A salt form of the amino acid arginine, used for moisture binding and to adjust pH.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemMay suitVery dry or highly damaged hairAmino acids are the smallest protein fraction and bind water as well, so they add far less stiffness than a hydrolysed protein does.
DependsClimate-sensitive or frizz-prone hairA humectant follows the air: it holds water in humid conditions and can give it up in very dry ones. Climate decides what it does more than the label does.
DependsProtein-sensitive hairThe lightest option in the protein family, but still protein — worth watching if protein reliably stiffens your hair.
- amino acid
- humectant
-
12
Hydrolyzed Keratin
· Hydrolyzed Hair Keratin
General function
Fragments of the same protein hair is made of. They fill gaps on damaged strands and make hair feel firmer for a few washes.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
International Journal of Cosmetic ScienceMay suitFrizz-prone, damaged, or high-friction hairFilling surface gaps evens out the cuticle, which is part of what makes damaged hair comb and reflect light more like undamaged hair.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
DependsCurls or waves needing flexible holdHow rigid the finish is depends on which polymer it is and what the formula pairs with it, not on there being one.
- film former
- protein
- hydrolysed protein
-
13
Laurdimonium Hydroxypropyl Hydrolyzed Keratin
General function
A keratin given a positive charge so it deposits where hair is damaged, conditioning and firming in one ingredient.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May suitFrizz-prone, damaged, or high-friction hairA cationic conditioning agent: it binds to the damaged, negatively charged parts of the cuticle and lowers combing friction there.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
May suitVery dry or highly damaged hairHydrolysed fragments are small enough to sit in the gaps of a worn cuticle for a wash or two, temporarily restoring stiffness and cutting breakage in combing.
- conditioning agent
- film former
- protein
- hydrolysed protein
-
14
Rosa Canina Fruit Oil
General function
Rosehip oil, used in small amounts for antioxidants and a light finish.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May suitDry, coarse, or high-porosity hairCoats the surface and slows water leaving the strand, which is usually what coarse hair that dries out fast is missing.
May suitFrizz-prone, damaged, or high-friction hairA thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
- antioxidant
-
15
Gardenia Taitensis Flower Extract
- botanical extract
-
16
Sorbitol
General function
A sugar-based humectant that adds moisture and a slight cushiony feel.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemMay suitDry, coarse, or high-porosity hairHigh-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.
May suitVery dry or highly damaged hairBinds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.
DependsClimate-sensitive or frizz-prone hairA humectant moves water in whichever direction the air allows: it holds moisture in humid conditions and can pull it back out of hair in very dry ones.
- humectant
-
17
Divinyldimethicone/Dimethicone Copolymer
General function
A silicone network that forms a smoothing film with better staying power than plain dimethicone.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May suitClimate-sensitive or frizz-prone hairA surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.
May suitFrizz-prone, damaged, or high-friction hairLays a smooth film along the cuticle, which lowers combing friction and flattens the surface irregularities that read as frizz.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
- silicone
- film former
-
18
Phosphatidylcholine
General function
A lipid from lecithin that helps conditioning ingredients bind evenly to the strand.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May suitFrizz-prone, damaged, or high-friction hairEmollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.
- emulsifier
- emollient
-
19
Bis-Cetearyl Amodimethicone
General function
A conditioning silicone that deposits selectively on damaged hair for slip and shine.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May suitClimate-sensitive or frizz-prone hairA surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.
May suitFrizz-prone, damaged, or high-friction hairAmino-functional silicone carries a positive charge, so it binds where the cuticle is worn rather than coating evenly. Damaged areas get most of it.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
- conditioning agent
- film former
- silicone
-
20
Polyquaternium-10
General function
A cellulose-based conditioning polymer that leaves a thin, static-reducing film. Very common in shampoos as the ingredient that keeps them from stripping.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May suitCurls or waves needing flexible holdCationic polymers hold a curl loosely and stay soft, which is why they turn up in definition products rather than firm-hold ones.
May suitFrizz-prone, damaged, or high-friction hairA cationic polymer stays on the hair through rinsing, which is what keeps static and combing friction down after the wash.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
- conditioning agent
- film former
- polymer
-
21
PEG-150 Distearate
- thickener
- emulsifier
-
22
Silicone Quaternium-16
General function
A conditioning silicone that binds where hair is damaged, for smoothing and heat protection.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May suitClimate-sensitive or frizz-prone hairA surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.
May suitFrizz-prone, damaged, or high-friction hairAmino-functional silicone carries a positive charge, so it binds where the cuticle is worn rather than coating evenly. Damaged areas get most of it.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
- silicone
- conditioning agent
- film former
-
23
Amodimethicone
General function
A silicone modified to stick where hair is damaged, so it smooths selectively instead of coating everything. It resists rinsing more than plain dimethicone.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
International Journal of TrichologyMay suitClimate-sensitive or frizz-prone hairA surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.
May suitFrizz-prone, damaged, or high-friction hairAmino-functional silicone carries a positive charge, so it binds where the cuticle is worn rather than coating evenly. Damaged areas get most of it.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
- silicone
- conditioning agent
- film former
-
24
Tetrasodium Glutamate Diacetate
General function
A biodegradable hard-water chelator used in place of EDTA.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemMay suitBuild-up-sensitive routinesBinds the calcium and magnesium in hard water, which is what stops mineral deposits accumulating on the strand wash after wash.
May suitGray, silver, or brass-prone hairCopper and iron carried in tap water deposit on the strand and read as a dull, warm cast on gray or light hair. A chelator holds those metals in solution so the wash carries them off.
- hard-water chelator
-
25
Peg-90m
- emulsifier
-
26
C12-13 Pareth-23
- emulsifier
-
27
C12-13 Pareth-3
- emulsifier
-
28
Citric Acid
General function
Used to bring the product to a slightly acidic pH, which helps the cuticle lie flat. It is almost always near the end of the list.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
International Journal of TrichologyMay suitBuild-up-sensitive routinesHolds hard-water minerals in solution so they rinse away instead of depositing on the hair.
May suitFrizz-prone, damaged, or high-friction hairThe acid side of pH adjustment, and the reason it matters is measured: alkaline formulas raise the fibre's surface negative charge, increase friction between strands and lift the scales, while lower-pH ones do the reverse.
May suitGray, silver, or brass-prone hairWhere a warm cast comes from water minerals rather than from the hair itself, holding those metals in solution is what removes it.
- pH adjuster
- hard-water chelator
-
29
Undeceth-11
- emulsifier
- solubilizer
-
30
Ceteareth-25
- emulsifier
-
31
Ceteareth-7
- emulsifier
-
32
C11-15 Pareth-7
- emulsifier
- solubilizer
-
33
Trideceth-12
- emulsifier
- solubilizer
-
34
Glycerin
General function
Glycerin, also called glycerol, attracts moisture and mixes completely with water.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Scientific ReportsMay suitDry, coarse, or high-porosity hairHigh-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.
May suitVery dry or highly damaged hairBinds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.
DependsClimate-sensitive or frizz-prone hairWater moves both ways. Measured across concentrations, glycerin solutions give water up in some conditions and take it from the air in others. What it does for you depends on how much of it is there and on the air around it.
- humectant
-
35
Laureth-9
- emulsifier
- solubilizer
-
36
Undeceth-5
- emulsifier
- solubilizer
-
37
Butyloctanol
General function
A liquid fatty alcohol used for slip and to keep a formula fluid.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemMay suitDry, coarse, or high-porosity hairThe waxy solid that gives a conditioner its body. It deposits a soft lubricating layer, which is most of what makes hair feel smooth after rinsing.
May suitFrizz-prone, damaged, or high-friction hairDeposits with the cationic conditioners and helps them lie flat along the strand, which is where the detangling actually comes from.
- fatty alcohol
- emollient
-
38
Peg-4 Laurate
- emulsifier
-
39
Iodopropynyl Butylcarbamate
- preservative
-
40
Sodium Hydroxide
General function
A strong base used in trace amounts to raise pH; fully neutralised in the finished product.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
International Journal of TrichologyDependsFrizz-prone, damaged, or high-friction hairThe alkali half of a pH-adjusting pair, used in small amounts to bring a formula up to its target rather than to make it alkaline. Alkaline conditions raise the fibre's surface charge and lift the scales — but the finished pH is not on the label.
- pH adjuster
-
41
Butylphenyl Methylpropional
General function
A floral fragrance component (lilial) named separately as a recognised allergen; increasingly reformulated out.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemMay not suitFragrance-sensitive routinesOne of the 26 scent components the EU requires to be named individually above a threshold. It is named because it is a known contact allergen, not because it is unusual.
- fragrance
- named fragrance allergen
-
42
Limonene
General function
A citrus-smelling fragrance component that EU rules require to be named separately because some people react to it.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemMay not suitFragrance-sensitive routinesOne of the 26 scent components the EU requires to be named individually above a threshold. It is named because it is a known contact allergen, not because it is unusual.
- fragrance
- named fragrance allergen
-
43
Geraniol
General function
A rose-scented fragrance component, listed on its own because some people react to it.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May not suitFragrance-sensitive routinesOne of the 26 scent components the EU requires to be named individually above a threshold. It is named because it is a known contact allergen, not because it is unusual.
- fragrance
- named fragrance allergen
-
44
Fragrance
· Fragrance/Parfum
General function
An undisclosed blend of scent ingredients. Regulations let it stay unlisted, so a fragrance-free product is the only way to be certain what is not in it.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May not suitFragrance-sensitive routinesDeclared fragrance. On a fragrance-sensitive routine this is the line that decides it, wherever it sits on the label.
- fragrance
- declared fragrance
What the whole list adds up to
- 13 emulsifiers
- 7 emollients
- 7 film formers
- 5 solubilizers
- 4 silicones
- 4 fragrances
- 3 cleansers
- 3 oils
- 3 humectants
- 3 conditioning agents
- 3 named fragrance allergens
- 2 nonionic cleansers
- 2 thickeners
- 2 preservatives
Ingredient list captured 2026-10-08. Formulas change, so check the package in your hand when an ingredient matters to you.
Price · 10.1 oz
Priced above the products that do the same job. Stores sell it above the $11 line; products that do this job typically go for about $13 at this size.
Show the price ladder
Where we’ve seen it2 listings · 2 stores
-
Ulta Beauty (ulta.com)
$26.0010.1 oz · $2.57/ozOct 8Lowest per oz
-
Ulta Beauty
$26.0010.1 oz · $2.57/ozOct 8
Sorted by price per ounce. Dated observations from our research, not live prices. Direct store pages, no affiliate links. We don’t sell this product.
How we work this out
- 10.1 oz is the size stores list most often; every comparison on this page is made at it. Other sizes are shown in the Sizes row and the store list.
- Seen at $26 is the price we have observed for the 10.1 oz. We need three stores before we call a price commonly seen.
- Good value under $11 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $1.04/oz; at 10.1 oz that is $11. Under that line you are paying less than most of them.
- About $13 is what those same products typically cost at this size: the midpoint of their prices per ounce, scaled to 10.1 oz.
Formula
The formula carries the systems a shampoo is built around, and it sits in the middle of the range for shampoos per ounce.
How the score is counted
- 7 products we score as doing the same job cost less per ounce
- Costs more per ounce than 68% of the 1544 shampoos we’ve priced
- Covers 6 of the 7 things a shampoo should do
- Reviewers mention 3 recurring complaints
- A working detergent systemWhat actually removes oil and product.3 pts
- Slip for detanglingReduces the force it takes to comb wet hair.2 pts
- A humectantBinds water into the hair.1 pt
- A hard-water chelatorBinds the minerals that dull hair in hard water.1 pt
- A pH adjusterBrings the formula to the acidic pH hair prefers.1 pt
- No detergent-dependent filmNothing that needs a clarifying wash to remove.1 pt
- Fragrance kept out of the top eightScent as a finishing touch, not a major share.1 pt
The formula score measures completeness for the job: a weighted share of the systems this product type is usually built around that we find in this list. It does not rate how well the product works or its quality, and it never compares across product types.
Does the same job, for less
Formulas that do the same things (cleanse, condition, coat or hold) for less per ounce. Scent, texture and where you buy them can still differ.
- Sulfate-free
- Deep clean
- Hard water
- Differs
- Sulfate-free
- Deep clean
- Hard water
- Differs
- Sulfate-free
- Deep clean
- Hard water
- Function
- Also
See more alternatives in the product library
These products do a similar job. We haven’t matched them to you. Find the one that fits your hair, routine and budget
Final decision
Should you buy it?
Good for the right personColour-treated hair who want washing without sulfates and a proper reset wash
Less suited to anyone sensitive to fragrance, curly-method routines, or dry or damaged hair
Joico Colorful Anti-Fade Shampoo for similar results at a lower price
We do not sell products or take placement fees. This page states what the formula and the prices show; the consultation is what matches it to a person.
Reviewers
What people report
Themes that come up again and again in sourced reviews, written by our researchers in their own words. We don’t store or scrape star ratings.
Many reviewers say it keeps highlighted or blonde hair looking brighter and helps keep brassiness away between salon visits.
Reviewers with highlighted or blonde hairSome reviewers say their hair shed heavily in the shower or while brushing after using this shampoo.
Reviewers across hair typesSome reviewers say the shampoo strips toner and leaves blonde hair brassy or yellow, especially with daily use.
Reviewers with highlighted or balayage hairSeveral reviewers say it dried out their hair, leaving it frizzy, tangled, or hard to brush through.
Reviewers across hair typesSome reviewers with fine hair say it weighs hair down and leaves it greasy or oily by the next day.
Reviewers with fine or oily hairMore from Joico
How this page was made
- Everything above comes from our researched product record: identity, the ingredient list as printed, the brand's own claims, dated prices and review themes our researchers wrote in their own words. No part of this page is written by hand for one product.
- The value band is a fixed label over two stored numbers: this product’s cost per ounce as a percentile of every product of this type we have priced, each at the size it is most often sold in, and how many products we score as doing the same job cost at least a quarter less per ounce.
- Both scores out of ten are defined on this page. The formula score is completeness for the job, computed from a fixed per-format checklist shown beneath the gauge; the price score is cost per ounce against every product of this type we have priced.
- The "Is this right for you?" panel reads only your own consultation answers, and it applies exactly the filters our recommendation engine applies. It is computed when you load the page and is never stored on it.
- 3 sources consulted for this product (2 manufacturer or regulatory, 0 retailer, 1 editorial), last checked 2026-10-08.
- Ingredient references are linked for 15 of 27 product-aware annotations on this page. Fit notes are general formulation guidance. They aren’t a verdict on the finished product or on you.
- We haven’t tested this product in a lab, and we don’t physically test your hair. Formula readings come from the ingredient list. Claims about how it behaves are labelled as the brand's.
- Ingredient order tells you relative amount only above roughly 1%. Prices are what we saw on the dates shown and can change.
- Ingredient names link to our ingredient library, where each entry shows what it does, which product types use it, and where it usually sits on a label across everything we have researched.
- This is cosmetic information, not medical advice, and nothing here diagnoses or treats a health condition.
- Formula readings: derivation v23. Record last updated 2026-10-08.
