The Fudge Professional Clean Blonde Purple Toning Shampoo is designed to remove yellow tones from blonde hair. It contains hydrating guarana and salon-strength purple micro-pigments that instantly eliminate unwanted brassy and dull tones. This shampoo is perfect for natural or lightened blondes who want a cleaner, whiter result. With FragranceFuse(TM) technology, it infuses each strand of hair with a long-lasting fragrance that lasts for 24 hours.