Experts reveal what the viral #PurpleShampooChallenge can really do to your hair

By Jess Beech
If you’ve got naturally blonde or grey hair, chances are you’ve already tried a purple shampoo.
As purple sits on the opposite side of the colour wheel to yellow, a purple shampoo will neutralise all those unwanted brassy tones, leaving your colour cooler and fresher in-between salon visits.
But now, instead of just reaping the shampoo’s colour-correcting benefits, users of social media and video sharing platform TikTok have been taking part in the #PurpleShampooChallenge – with over 70 million people having viewed the hashtag so far.
So what exactly is the #PurpleShampooChallenge? Instead of just using a small amount of purple shampoo for a quick lather and rinse, TikTok users are slathering handfuls of it onto dry hair and leaving it on for as long as 24 hours, in a bid to turn their hair deep purple.
As you can imagine, the results vary wildly, as the purple pigment will only show up on very light hair – not to mention the potential to stain your hands, bathroom and clothing.
So what do the experts think about this new craze?
"Those with blonde hair will benefit from using violet toning hair products such as Fudge Professional Clean Blonde Damage Rewind Violet Toning Shampoo, £14.95, as it also features the innovative Opti-PLEX technology that penetrates deep into the hairs core and reconstructs the hair bonds after a chemical colour," explains Tracy Hayes, Head of Professional Colour at Fudge Professional.
"However, it’s important not to overuse these products as people can get end up with icy or violet hair. Unless this is the look you want to achieve, I would usually recommend using a toning shampoo every two weeks or so to keep the blonde fabulous and clean. Remember this #PurpleShampooChallenge will only work on blonde hair and if you’re going to do it, definitely wear gloves!"
-
-
The best skin care routine for rosacea: a go-to guide to care and products
We asked an expert for the best advice and skin care routine for rosacea, a common (yet serious) skin condition.
By Courtney Leiva •
-
Everything you need to know about dressing to flatter a rectangle body shape
Lucky you! A rectangle body shape is one of the easiest body types to dress, all thanks to your slender physique.
By Jess Beech •
-
The best skin care routine for rosacea: a go-to guide to care and products
We asked an expert for the best advice and skin care routine for rosacea, a common (yet serious) skin condition.
By Courtney Leiva •
-
Hairstyles With Bangs: Get inspired by these celebrity bangs for every hair type
Thinking about bangs? Find the most flattering bangs and expert advice right here
By Fiona McKim •
-
Inspirational hairstyles that are perfect for women in their 50s
Do you struggle to find new hairstyle inspiration in your 50s?
By Claire Crick •
-
Why the blunt bob is the ultimate power haircut
Blunt bobs are having a moment
By Lydia Swinscoe •
-
Diorshow Iconic Overcurl mascara review - va-va-voom lashes that last
Glamorous first impressions don't stop Diorshow Iconic Overcurl being a true lash-lifting grafter
By Fiona McKim •
-
7 celeb-inspired straightener hairstyles we're loving for 2021
Look no further: These straightener hairstyles have got you covered for smooth, shiny, star-powered locks.
By Courtney Leiva •
-
The behind-the-scenes products used to create Jane Fonda's gorgeous Golden Globes look
Jane Fonda's Golden Globes look was as iconic as her award for contributions to film
By Fiona Embleton •
-
Amanda Seyfried stuns at the Golden Globes with old-school Hollywood style
Amanda Seyfried's Golden Globes look screamed '40s screen siren.
By Fiona Embleton •