What is Purple Shampoo? Purple shampoo is a toning shampoo specially designed for blonde, silver, bleached/lightened, or brassy hair. It features violet pigments that neutralize style-ruining brassy and yellow tones. This is the only purple shampoo on the market that is toning and moisturizing. Smells like lovely blueberries. Sulfate, Paraben and cruelty free like all Jack Winn products we love!