The problem with dyeing your hair blonde is that the colour fades faster than other colours, but since you forked out so much to go blonde, you’ll want to keep it fresh for as long as possible. The amount of chemicals and processing required to lighten hair cause damage by breaking open the hair cuticles and letting in UV rays, pollution, chlorine etc and allowing colour to escape easier. Added to that, your original hair colour will be fighting against the blonde tones, which is why the gold and yellow tones kick in a few weeks after colouring.
The solution? A purple shampoo – they work by counteracting and neutralising warmth to leave blonde looking bright and cool once again. Whether you have a full head of blonde or blonde highlights/balayage going on, it’s the failsafe way to say goodbye to those annoying AF brassy tones that kick in and ruin your ashy, cool-toned vibe.
One of the haircare world’s best-kept secrets, in-the-know blondes have long since raved about Fudge Professional’s Clean Blonde Damage Rewind Shampoo and Clean Blonde Damage Rewind Conditioner as the ultimate treatment for revitalising lacklustre blonde. Between them, the original version (known as Clean Blonde Violet Shampoo and Conditioner) racked up over a hundred five-star reviews on BEAUTY BAY, and the formula has recently been redeveloped – long-term users, fear not – it’s got even better.
This colour-clarifying duo packs a major purple punch (so much so that they will stain your hands if you don’t wash them off properly!) to reduce unwanted yellow tones in bleached and highlighted hair. The new formula is also designed to keep hair strong and healthy with the addition of Opti-PLEX technology. Similarly to professional salon strengthening treatments like Olaplex, this penetrates deep into the hair cuticle to strengthen and reconstruct damaged bonds. And the best part? Unlike most purple shampoos, this one is sulphate-free so it won’t dry out your hair.
Beauty Editor's Notes
I was initially sceptical about whether this would actually work but the rave reviews reassured me and in one use this brought my blonde balayage back to its full glory – no joke. It’d been so long since I had my hair dyed that I hadn’t even realised just how yellow my blonde had gone until I used this and noticed just how much the cool tones were popping. I even had people asking if I’d had my hair done, and that’s the ultimate proof that a product works, right?
To get the best out of the duo, I apply the shampoo to wet hair, create a lather, and leave on for five minutes (you could go a little longer if you have white- or grey-toned hair) before rinsing thoroughly. Then I wring out my hair and apply the conditioner to the lengths and ends, comb through, and leave for three minutes before rinsing thoroughly. You only have to use the products every other wash for maintenance, so one bottle of each will last while.