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Tone It Down - Purple Solid Shampoo

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Our Price:NZ$24.90
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Product Specialties
Synthetic Preservative Free
Palm Oil Free
Artificial Colour Free
Alcohol Free
Dairy Free
Egg Free
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Mindful Brands
Mindful Brand Ethique is a Mindful Brand. They’re committed to meaningful change that looks after our people and planet. Learn more
Ethique Tone It Down - Purple Solid Shampoo Say ba-bye to brass and frizz, and hello to bright, bouncy tresses! With no sulfates or petrochemical-derived dyes, this purple solid shampoo (great for blondes and silver foxes) is best used as your regular shampoo to keep the yellow tones at bay. Babassu and Jasmine oils add shine and body with beetroot extract for extra colour power.
  • Rinse if product gets in your eyes.
To: Keep brass at bay, use this as your regular shampoo. Find it doesn't lather as much? As it's sulfate free, you don't get huge amounts of foam - so use it twice if you really want that squeaky-clean feeling.
Sodium cocoyl isethionate
Sodium cocoyl glycinate
Stearic acid
Cocoyl methyl glucamide
Cocoa (theobroma cacao) seed butter
Lactic acid
Babassu (orbignya oleifera) seed oil
Brassica alcohol
Guar hydroxypropyltrimonium chloride
Jasmine (jasminum officinale) oil
Beetroot (beta vulgaris) extract
Benzyl benzoate*
Benzyl alcohol*

^Certified natural.
*Component of essential oils.
  • Plastic free
  • Luminous locks
  • Cruelty free
  • Sustainable

What other customers think


4 out of 5
(Out of 7 Total Reviews)
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30-01-2021 15:32:17
30-01-2021 15:32:17
I don’t like this shampoo as much as other Ethique shampoos as it doesn’t seem to result in a very silky finish. I would recommend conditioner as a must have with this one, which is not the case for me with other Ethique bars. Won’t be purchasing this product anytime soon in the future.

12-01-2021 17:46:13
Love it
12-01-2021 17:46:13
Love the Ethique Shampoos & conditioners. I have grey and love how this keeps my hair non-brassy looking and very soft.

23-10-2020 13:36:41
suprisingly good!!
23-10-2020 13:36:41
I bought this as an effort to stop buying plastic, I am usually really fussy about my shampoo but I thought its time to go more eco. I was not at all disappointed - it is great for my grey hair, seemed to enhance the colour and also not drying at all which I thought a soap bar would be. Above any high end brands like Redken, Kerastase, etc. Highly recommend. And use with the Purple conditioned for best result.

28-08-2020 14:25:16
Does the job
28-08-2020 14:25:16
While this is a reasonable shampoo, we found it did not foam up for us as well as the other Ethique shampoo we tried, and we had to do double washes. It also left our shower and bath looking very purple.

23-08-2020 17:52:52
23-08-2020 17:52:52
Love the Ethique Shampoos. I'm on the journey of going grey gracefully and love how this keeps my hair non brassy looking and very soft

19-06-2020 16:40:48
Very Impressed!
19-06-2020 16:40:48
Very convenient and nice to use. Good results for silver-grey hair, no mauve after-tint - just right. I teamed it with a purple Block Dock and it looks great on the shower wall!

11-06-2020 13:13:19
Silky, soft and brilliant hair.
11-06-2020 13:13:19
I have been looking for a natural shampoo to highlight my white hair without leaving any purple residue and this is absolutely brilliant. I use it every time I wash my hair and combine it with the conditioner. My hair is soft and fresh, and most importantly, no purple residue tinting my hair! It does take a little bit to get used to a solid block instead of a chunky bottle with liquid, but I am a convert. So handy to take with you when travelling.
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