5 Mistakes You're Making With Purple Shampoo

We asked our colourist and self certified blonde specialist, Nicola

Purple shampoos are everywhere—but most people are either overusing them or expecting far too much from them. The result? Flat, dry blondes that never quite look “expensive.”

Understanding how (and when) to use them properly is what separates a clean, bright blonde from one that feels dull and overworked.

You're using it too often

This is the most common mistake. Purple shampoo isn’t designed for daily use—it’s a corrective product, not your base cleanser.

Overuse can leave the hair looking matte, slightly grey, and noticeably drier through the mid-lengths and ends.

What to do instead:Use it every third wash at most, and rotate with something more nourishing like Davines Heart of Glass Silkening Shampoo. It keeps blondes bright without stripping softness or shine.

You’re not leaving it on long enough

A quick lather and rinse won’t do much. For the violet pigments to properly neutralise yellow tones, the product needs time to sit on the hair.

What to do instead:Massage through roots, lengths and ends, then leave for 5–10 minutes depending on how much neutralisation you need.

If your blonde is feeling particularly warm, follow with Davines Heart of Glass Rich Conditioner to soften and rebalance the tone without overloading pigment.

You're not clarifying first

If there’s product, oil or pollution build-up on the hair, the purple pigment won’t distribute evenly. That’s when blondes start to look patchy or slightly muddy.

What to do instead:Start with a gentle clarifying cleanse using Davines SOLU Shampoo to reset the hair. Then go in with your purple shampoo for a more even, cleaner result.

You’re using it on the wrong hair colour

Purple cancels yellow—not orange. So if you’re brunette (or a darker blonde pulling very warm), it simply won’t be strong enough.

Reality check:If your hair is reading orange or copper, you need a blue-based product—not purple. Using the wrong one just wastes time and dries the hair out unnecessarily.

You’re expecting toner-level results

This is where expectations need a reset.

Purple shampoo maintains a tone—it doesn’t create one. It won’t refine, deepen, or reshape your colour the way a professional toner does.

In-salon toners are tailored, precise, and can:

• Neutralise unwanted warmth

• Add softness and dimension

• Shift your blonde cooler, creamier, or slightly deeper

What to do instead:Think of purple shampoo as maintenance between appointments—not a replacement.

To keep the hair looking glossy and expensive between visits, layer in something like Davines Alchemic Shampoo Silver or Alchemic Shampoo Golden for added shine, protection, and tone support.

The Bottom Line

Used correctly, purple shampoo is a useful tool. Used incorrectly, it’s one of the fastest ways to make blonde hair look dull, dry, and overprocessed.

If your blonde isn’t looking how you want it to, it’s rarely the shampoo—it’s usually the strategy behind it.

We stock all the Davines range at the studio.