★★★★★May 19, 2020
Best purple shampoo I've ever used
Let me start by saying I have tried about 6-8 different brands of purple/toning shampoo, some really expensive brands included like Kevin Murphy, Amika, Matrix, and even the Clairol version which has been around forever. My introduction to this product was through a friend. I saw her one day and her hair was this beautiful silvery/gray color, not completely, but it seemed to hit all the right spots and it really was so pretty. A color I had been wanting to try. So when I asked what brand/color it was she told me it was her shampoo. I've been using it for 2+ years and it really is the best one I have found. This shampoo is SUPER purple, meaning you will need to rinse your hands and shower after use. Depending on how "dramatic" you want the change to be, you can adjust how long you leave it in your hair and how often you use it. When I first started using it I used it everyday and would leave it on anywhere from 5-10 min. After a few weeks I dropped it down to a few minutes in, 2-3 days per week. Over the last couple of years I have professionally colored my hair a few different shades. Now I am platinum blonde and use it a few days each week leaving it on 5+ mins. There's not a lot of brassiness to remove these days but it still gives my hair a silvery undertone which is awesome! you will not regret getting this toning shampoo. They also make a conditioner, which it okay, but I prefer other brands for that.
TBWVerified purchaseHelpful (15)
★★★★★June 26, 2020
Brass be gone
With the help of an Aveda stylist, I recently went from two decades of box dark brown hair to silver/grey locks since by this point in my life I am mostly grey. My stylist did an amazing job BUT after a week or so, I had gnarly brass peaking out around the crown of my head. So, I did some online research and the Fudge product was one of the highest recommended shampoos to combat my brass. I like it ALOT. It is purple and it does stain so I mix a squirt of it with my Aveda Blue Malva shampoo for everyday use which cuts way down on the purple goo everywhere tendency. Once a week or so I use the Pravana ChrimaSilk Vivids Silver to more thoroughly tone (mix 2 parts Vivids with one part conditioned and leave it on about 20 minute) my locks and I am happily, consistently brass free.
Nurse JeniVerified purchaseHelpful (6)
★★★★★October 27, 2023
Amazing quality
This purple shampoo is phenomenal. It’s so potent it will leave your hands slightly stained, and I usually dilute it with a little of my regular shampoo to keep my ice blonde hair the exact shade I want. Smells good and you only need a little to go a long way!
Michael mooreVerified purchaseHelpful (4)
★★★★☆December 31, 2020
Worked in second try
UPDATE A WEEK LATER I gave it a secong try, this time on dry hair and left it on for 45 min. Now I can see the difference, orangy tones are 90% gone and highlights are between ash and silver. I am happy with the results. ORIGINAL REVIEW I received it today and used it right away, it did nothing to my hair. I kept it on for 5 or 6 minutes as instructed, and even though it stained my hands and nails, it did nothing to my hair. I used it on wet hair, maybe next time I should try it on dry hair and leave it on for a longer time. FYI, my hair is currently a medium blonde with babylights and it is getting a brazzy tone that I was hoping to tone down with this shampoo. I will adjust my rating if I see better results next time. Giving 2 stars becasue it smells nice and the price wasn’t bad.
IrmaVerified purchaseHelpful (4)
★★★★☆July 5, 2019
The strongest purple shampoo I've ever used
This is by far the strongest purple shampoo I've ever used. I read some reviews on the Internet (outside of Amazon) and some people said their brassy highlights turned out "too ashy," so I decided to work my way into the shampoo. So far I am mixing it with my regular shampoo and conditioner, and the results have been excellent. No drying out, pleasant smell, and no more brassy highlights. Because I mix it with my regular shampoo and conditioner, I haven't experienced any purple staining even though I'm not wearing gloves.
Florida22Verified purchaseHelpful (4)
★★★★★February 16, 2020
Best purple shampoo!
I can see the difference after one wash. I use it twice a week and my hair looks salon fresh for months, no brassiness whatsoever. In fact last time I was at the salon I had a different stylist who stepped in to help and she told me she could tell I use a high quality purple shampoo. I swear by this stuff! And about the conditioner, I find it’s not necessary. I have bought the matching conditioner a couple times but found it doesn’t make a difference when I use it versus a non purple conditioner.
Vanessa S.Verified purchaseHelpful (3)
★★★★★December 22, 2021
Does its job well!
This product is the best for removing yellow tones! It will not do anything if it is slightly darker/orangy- but bleach blondes, it is the best there is! Need to be careful massaging evenly and familiarize yourself how long your hair needs, cause too long WILL turn it purple. Try 30 seconds at a time to begin with, while keep massaging it evenly. Then if you know your hair can take it, a couple of minutes. Yes your hair will fee dry after, so do not use every wash, I use it once a week and it absolutely fine. I use a conditioning treatment the shower after I use this to keep moisturize in. Conditioner always! If not your hair will feel like a rope.
PrincessLisaMichelleVerified purchaseHelpful (3)
★★★★☆September 26, 2020
Tones down yellow beautifully
I'm in the process of growing out my white/grey hair. I've had to have my medium brown hair bleached and toned because I could not live with the severe demarcation. The transition to white hair is not easy- and Fudge has helped a lot because this shampoo tones down the yellow from the bleaching, I only leave on 5 minutes because other reviewers that said it can turn your hair purple if left on too long- it's a strong formula. It does wash out though so not a permanent color. It is somewhat drying so I rotate it with another purple shampoo by Oribe but Fudge works much better and is less expensive.
KarlVerified purchaseHelpful (3)
★★★★★September 21, 2023
HOLY GRAIL FOR YELLOW/ORANGE HAIR
Honestly after all the positive reviews I was feeling good about this purple shampoo but still feared my hair was not gonna change. But let me tell you the change I saw in just 3 washes girl. The first two pics are of my hair pre shampoo, the last two pics is the results after three washes. I still definitely have a lil orange and yellow but it’s nothing like how it was before. If you are as desperate as I was for a fix this is it. I also bought the conditioner to go with this ^
MicaVerified purchaseHelpful (2)
★★★★★August 4, 2025
Amazing pigmented color!
I love love LOVE. This shampoo! As long as you leave it in for atleast 5 minutes, the brassiness is removed from your blonde hair! The price is amazing and the bottle size is pretty decent. Would definitely recommend this if you want to look blonder!👱🏼♀️
Annabelle EliseVerified purchaseHelpful (2)
★★★★★July 21, 2023
Best purple shampoo I've ever used.
I've used plenty of purple shampoo in my life and this is genuinely my favorite I've ever found. My sister recommended it because she uses it for her hair clients. I've only used it once so far and my hair felt absolutely amazing. Not only does it take the brass tones out of my hair, but it nourishes it at the same time. The purple is so strong it stained my finger nails but that's how I knew it was doingvits job. This stuff is amazing. I'm buying the giant tub next time!!!
Marie KVerified purchaseHelpful (2)
★★★★★November 22, 2025
Favorite purple shampoo
The best purple shampoo! My mom told me to buy it and it’s the best one either of us have ever used. I leave it in for 2 songs in the shower lol and it always comes out perfectly. I use about once a week
MaeVerified purchaseHelpful (1)
★★★★★July 17, 2024
My favorite purple shampoo
This stuff works great. I have used all kinds of purple shampoos and have never bought the same one twice. I finally found one I can stick with.
Athena MaharryVerified purchaseHelpful (1)
★★★★★July 5, 2023
Amazing
This has made a world of difference for my hair. Doesn't dry your hair out. Leaves your hair soft and frizz free. Lovely scent
Brandy SVerified purchaseHelpful (1)
★★★★★April 30, 2024
Best blue shampoo out there
Best blue shampoo out thereI have used many blue shampoos and this one beats them all hands-down. My hair turned very beautiful white gray most people call it platinum blonde ……this shampoo keeps it looking the way it should I get so many compliments and will continue using the shampoo forever
DebVerified purchaseHelpful (1)
★★★★★May 18, 2023
Really worked on my natural blonde hair
Used the product 2 days in a row. Will probably use it twice a week to keep my natural blonde hair from looking brassy. Love the product. Will definitely buy more.
Amazon CustomerVerified purchaseHelpful (1)
★★★★★July 21, 2023
Hands down the best purple shampoo
This is hands down the best purple shampoo ever. I’ve been a blonde my entire life and this is the most pigmented purple shampoo on the market. It’s PURPLE. Like VERY purple. But that’s why it’s amazing because you don’t need a lot so it lasts a long time. I also love the smell but some people might find it strong.
PhilVerified purchaseHelpful (1)
★★★★☆October 17, 2019
Actually works
I have been using this shampoo for a few months now and I love it and it actually helped my brassy hair become more blonde. And I’m sure if I kept it on longer than the instructions, it’d look even better. My only complaint is that it is a bit drying to my hair so definitely make sure you have a good conditioner afterwords. Definitely worth getting and trying out! Also it’s vegan and cruelty free which is an awesome plus!
LillyVerified purchaseHelpful (1)
★★★★☆September 22, 2023
Less brass after 1 use
I would have given this 5 stars, but shipping took 7 days, when I was expecting 2. I generously applied shampoo to dry hair and let it sit for 50 minutes. In one wash i saw great results. I probably wouldn't let it sit much longer as I was right on the edge of turning lavender. This didn't strip my hair of moisture like other purple shampoos. I am happy with the results!
Erin G.Verified purchase
★☆☆☆☆September 22, 2024
Beware Platinum Blondes: Contains SLS!
Inaccurate product description!! This contains SLS - why would any blonde buying an anti-yellowing shampoo want it to contain an ingredient that actually strips the toner and yellows the hair?! WE DON'T! Returned.
JVerified purchase
★★★★★May 15, 2024
Great product
This purple shampoo stripped all the yellow and brassy undertones out. Works great. Just don't leave on too long.
dragonflysweety8Verified purchase
★★★★★September 2, 2025
best ever !!!
the holy grail of purple shampoos, and trust me when i say i’ve used them all. you name it, i’ve used it. this one beats them all. period. takes all the yellow & brassiness right outta my hair. i ran into a friend at starbucks and asked her what she was using cause her hair looked so good that’s how i found out about this one
llamaaaVerified purchase
★★★★★May 28, 2026
Best Shampoo for Platinum Hair
Best shampoo for White/Grey/Platinum hair colors. Works like a charm. But do not keep it on for too long. Because it is super potent and works very well. I love it.
TtVerified purchase
★★★★★July 13, 2021
It Works for My Silver Hair!
I have naturally silver hair, but a brassy blond patch suddenly appeared. I may have damaged the hair with heating tools. There were several products I tried before buying Fudge, however they didn't work. A YouTube video recommended this. I bought some and was very happy with the results. Be sure to leave it in your hair for only a couple minutes, or you will have a blue tint. I use another shampoo to wash styling products out then shampoo with this. Over time, it has kept brassy tones out of my hair.
DLSVerified purchase
★★★★★December 12, 2024
Color especial
Me encanto este producto, te matiza el rubio naranja a colores 👏 divinos
Verified purchase
★★★★★May 13, 2026
The best purple shampoo
This shampoo is the first purple one that I have tried that successfully toned down my brass. Highly recommend.
DG LexVerified purchase
★★★★★June 10, 2020
Best shampoo on the market for cooling down red and yellow tones in blonde hair
Ok, this is the very best product on the market for getting rid of gold and yellow tones in your hair without constantly applying damaging peroxide toners to do the job. I have a lot of red tones in my hair and am always trying to get back to that white blonde look and this shampoo is amazing! I leave it on for 10 minutes while in the shower to let it do its job. Just ordered the Fudge conditioner and will highly recommend this product, thank you to this seller!!
David WinterVerified purchase
★★★★★September 24, 2023
Best shampoo
Love love love. Literally replace any purple shampoo including fanola. I absolutely love how long it last and most importantly how it doesn’t dry out my hair
Crystal
★★★★★January 11, 2022
Bye Bye Brassy
I use this on my medium blond/brown hair to reduce the brassiness. I coat my entire head, dry and let it sit for about 30 minutes or longer. It gives my hair a good trendy ashy shine. One of the best purple products I've found.
A.S.Verified purchase
★★★★★October 2, 2024
Works great for brassy color hair
Did exactly what it said took the brass tones out of my hair without drying my hair out
Verified purchase
★★★★★August 29, 2025
good results for a good price
As described, good results for a good price.
ElviraVerified purchase
★★★★★September 8, 2022
BEST PURPLE SHAMPOO ON THE MARKET
DID NOT DRY OUT HAIR!! STRONG TONING & KEPT MY PLATINUM BRIGHT!! Great price for bottle
JackieVerified purchase
★★★★★February 28, 2022
Hands down, the best shampoo for platinum results!
I’ve tried several different ourple shampoos to get the yellow/gold out of my hair. Most results were ok but not great. My stylist reccomended Fudge shampoo and the results are fabulous. It’s inexpensive and does what it promises to do. It wins!
Jane PuckettVerified purchase
★★★★★February 21, 2022
best purple shampoo ever!
This is by far the best purple shampoo I have ever used. It gets the brassiness/gold tones out of my hair like no other.
Sheila WVerified purchase
★★★★★September 23, 2021
The only purple shampoo I'll use!!!
I have used this product for years and I get stopped daily asking who my hairstylist is because they love the shade of my hair..I tell them it's Fudge shampoo! This Shampoo is better than any brand I've used including some very expensive salon brands. It's priced great. The shampoo doesn't dry my hair out and if you use the Fudge conditioner it's very moisturizing and leaves my hair so soft! Great product(s).
Tara SalazarVerified purchase
★★★★★August 25, 2020
The best toning shampoo
Pleasantly surprised by this purple shampoo. Smells absolutely amazing and the color is indisputably the best. First time around didn’t work the way I wanted and I left in for 5 minutes. Next time I left in my hair for 30 minutes and rinsed. Beautiful color! It is very drying so the 3rd time around I mixed with a regular conditioner and it helped a lot. A good toning solution will probably be very drying unfortunately. Of course it diluted the color a little but it still came out great.
BarnettVerified purchase
★★★★☆December 1, 2023
Okay
Had to see what all the hype was about in the reviews. It’s ok. Took out some, but not impressed. Left my hair feeling very dry.
lisaVerified purchase
★★★★☆June 19, 2023
Works on bleached white hair
It works on bleached white hair, slight lavender tint
Rachel WVerified purchase
★★★★☆April 10, 2026
We’ll preforms
It is amazing product I used it long time ago just works well.
SallyVerified purchase
★★★☆☆March 7, 2021
Extremely heavily scented and you need to much to be worth the cost
So I found that for best results you need to use this on dry hair and you have to use way too much of it if you have long hair to get the job done so the value for the money is crap. Does it do the job yes it does but also consider that the fragrance is so heavy that it lasts on your hair for days and if you have a sensitivity to smell or perfumes or if you simply just don't like the smell which I had issues regarding both sensitivity and the scent then this is definitely not for you. Smells like fake flowers or bad potpourri in the worst way. I would try another product the scent lasted on my hair for days. It wasn't worth it to me I had to return it.
HappiThoughtsVerified purchase
