Clean beauty, clear conscience. Banish brass and boost brightness in blonde, grey and white hair with Aluram Purple Shampoo. With a coconut water base, this highly pigmented purple shampoo harnesses natures finest hydration to enhance colour and highlights without drying out hair. Rose hip and biotin replenish nutrients, while adding beautiful shine and strength. This toning shampoo embodies clean beauty and a clear conscience with a formula safe for hair and the environment.