icy blond shampoo award winning shampoo with black pigment to cool brassy tones and enhance platinum blonde hair ideal for maintaining icy, ash-toned color

This is the best shampoo ever if your blonde hair is brassy!! It won’t turn your hair purple if you leave it on long. It’s actually almost black looking, smells amazing and great price. It gives your hair beautiful volume. It works perfect for that nice cool blond effect and leaves your hair soft. My hair is not frizzy after using. Works perfect for my hair extensions!!!

I love it! It smells amazing, like grapes. It works about as well (if not better) than the name brand Olaplex. My hair is soft, feels healthy, and is toned extremely well. Great for if you're going for an ashier blonde. Very worth it. A little goes a long way too, so you don't need to buy it as often as a lower quality brand.

I absolutely love this shampoo! I don't use it every day as it's expensive, but about once a week, it's great to tone my platinum white-gray blond hair. Every time I use it, I get compliments on my hair. It's effective at cleansing my scalp and hair. Some purple shampoos leave a sort of residue on my scalp, but this does not. It also does not dry out my hair. It leaves my hair shiny and manageable with the perfect icy color. It's a very very dark purple, so if you leave it on too long, it may color your hair slightly purple, but leaving on for 2-5 minutes tends to give my hair a beautiful silvery-white color. It does have a strange artificial grape scent, but it's not overpowering and doesn't linger, so I don't find that bothersome. This is my holy grail toning shampoo!

This stuff is awesome and smells great. Can be used as a mask but use cloves because it does stain under nails. Worked on my stubborn brass

I have salt and pepper hair that was turning my salt, WAY more salt. I did not want to dye my hair, so someone recommended I try this shampoo and conditioner. If you are wanting to use it on grey hair, I would recommend you only use it once every two weeks, once a week at the very most. This shampoo and conditioner brought back the black in my hair that I have and really made it stand out. It did brighten the silver in it as well. I have received so many compliments on my hair since I started using this product and I can honestly say it's my natural color. I do use the conditioner like a hair mask and leave it in for about 30 minutes when I use it. The shampoo smells really good. It is expensive at first, but you really only use a small amount and you should only use it every other week so it really is a long lasting product which then makes it a really good price. The only issue I have with it, is because it is black shampoo, you have to make sure you don't get the shampoo or conditioner on anything. Your tub or shower also can get black from using this product, but it cleans right up with bathroom cleaner. I highly recommend this product if you have salt and pepper hair and would like more pepper with your salt.

he milk_shake icy blond shampoo does a noticeably good job at cooling down brassiness without leaving hair dull or gray. The black pigment is strong enough to tone warm strands in a single wash, but the formula still feels gentle and doesn’t dry out the ends the way many purple or blue shampoos can. The lather is rich, the scent is clean and salon‑like, and it rinses out without residue. On highlighted or naturally light blonde hair, it gives a clearer, icier finish and helps stretch time between toning appointments. It’s best used once or twice a week to maintain that cool, fresh‑from-the-salon shade. For anyone fighting yellow or orange tones, this one earns its “award‑winning” reputation.

I've used purple shampoos but was looking for one that didn't leave an obvious undertone of purple while still decreasing brassiness. While it helped with the latter it still produced the underlying purple. Maybe that's why the label says not to use on gray/white hair. I did find it made my hair super soft and shiny like many other reviewers

I only left it on for two minutes because I wasn’t sure how it would turn out on my bleached, platinum toned hair. Was advised to use this by my stylist. It definitely cooled the yellow tones I had started to see. Next time I’ll leave it on another minute or so, but I’m happy with the effect.