100% FREE OF: cruelty, sulfates, parabens, phalates, mineral oil, & gluten. HOW TO USE: Apply to wet hair & massage gently into a thick lather. Rinse thoroughly. For enhanced platinum perfection, follow with Eva NYC's Tone It Down! Blonde Conditioner & Tone It Down! Blonde Foam. BRIGHT, SHINY, SOFT: Argan oil feeds hair with essential fatty acids & vitamins, while plant protein hydrates for healthy-looking hair from scalp to ends. It reduces the appearance of breakage, making brittle hair feel silky smooth. TONE, SOFTEN, NEUTRALIZE BRASS: Violet pigments neutralize yellow & brassy tones, while wild cherry bark nourishes & moisturizes. Hair is left bright, shiny, & soft. BLONDE TONING SHAMPOO: Uses an ultra-violet formula to neutralize brass, enhance shine, & restore strength to natural or color-treated blonde hair.​ This nutrient-rich shampoo brings blonde back to life. It’s time to kick some serious brass!.