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Neutralise and cleanse blonde tones in the gentlest of ways

Designed with cool blondes in mind, PLATINUM Shampoo is a vegan purple shampoo which is powerful at neutralising yellow tones. It’s also gentle when it comes to cleansing thanks to its sulphate-free and sodium chloride-free formulation.

As well as deep purple pigments, PLATINUM Shampoo also contains soybean, glycerin, vitamin B5 and betaine so you can strengthen, hydrate, thicken and add that signature INNOluxe shine while you wash!


  • Neutralises yellow tones

  • Is free of sodium chloride and sulphates

  • Leaves hair with long-lasting shine and softness

Get the best results

Massage PLATINUM Shampoo into damp hair, lather and then rinse thoroughly. Repeat if you feel it’s needed. Once you achieve the colour effect you want, alternate with a colour safe shampoo (we recommend #SAVED Shampoo) to avoid over-pigmenting.

PLATINUM Shampoo works best with its buddies, PLATINUM Conditioner and PLATINUM Mask.

What makes it great?

Deep purple pigments, soybean, glycerin, vitamin B5 and betaine

Free of sodium chloride (salt!) and sulphates

This purple shampoo is cruelty free and vegan.

Ingredients (Vegan)

Aqua, Disodium Laureth Sulfosuccinate, Cocamidopropyl Betaine, Glycerin, Panthenol, Glycine Soja Seed Extract, Elaeis Guineensis Fruit Extract, Oryza Sativa Extract, Moringa Pterygosperma Seed Extract, Caprylyl Glycol, Guar Hydroxypropyltrimonium Chloride, PEG/PPG-120/10 Trimethylolpropane Trioleate, Laureth-2, Butylene Glycol, Parfum, CI 60730, PEG-90M, Citric Acid, Disodium EDTA, Limonene, Linalool, Phenoxyethanol.

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