When it comes to gray, think purple. According to hair experts, the best shampoos for gray hair often boil down to the best purple shampoos for gray hair. The reason? It all comes down to coolness. “Purple shampoo is an excellent choice for anyone looking to maintain cool, ashy tones in their hair,” says Laura Dale, the education manager for Kristin Ess Hair. For those with natural or colored gray hair—and a side of yellowing— “purple shampoo can be a game changer,” she insists. “It helps neutralize unwanted yellow and orange tones, keeping your hair color vibrant and fresh.” Mind you, blue shampoo and silver shampoo can also up the ante on one’s shower routine.
So, are those with white hair hereby called to eschew their regular hair products? Not exactly—and not without some due diligence to find the right gray hair shampoo. Ahead, find an edit of the best shampoos for gray hair, according to the pros, with details on what makes each formulation—and the gray hair it touches—shine.
Vogue’s Favorite Shampoo for Gray Hair
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Virtue Colorkick De-Brassing Shampoo
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Kérastase Blond Absolu Ultra-Violet Purple Shampoo
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Olaplex No. 4P Blonde Enhancer Toning Shampoo
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In This Story
Best Silver Shampoo: Oribe Silverati Shampoo
- Why we love it: Dullness doesn’t stand a chance against Oribe’s antioxidant-lush shampoo, designed to brighten gray or white hair. Infused with watermelon, lychee, edelweiss flower, and silver fir extracts, the silver shampoo burnishes yellowing strands with a mix of blue and silver pigments. At the same time, it hydrates dry hair with softening and moisturizing mallow flower extract, and its scent—a mix of bergamot, Sicilian orange, jasmine, sandalwood, and vetiver—has its own olfactory luster. “It smells amazing,” says hairstylist Joseph Chase, whose clients include Billie Eilish. “It’s like a little luxury experience every time you wash. Gui Schoedler, a go-to hairstylist for Sharon Stone, doesn’t hesitate to call this: “The best shampoo for grey hair.” Why’s that? “It polishes and makes silver hair sparkle like jewelry,” he says.
- Ingredients: Oribe Signature Complex (watermelon, lychee, and edelweiss flower extracts), European silver fir extract, Arctic root extract, mallow flower extract, blue and silver pigments
- Size: 8.5 oz
Best Cruelty-Free: Aveda Blue Malva Shampoo
- Why we love it: As a cruelty-free, B-Certified brand, Aveda puts sustainably harvested botanical ingredients at the heart of its formulas. In this indigo-hued bestseller, wildcrafted blue malva and cornflower reduce brassiness in all hair colors. “It adds a silvery brightness to gray hair,” says Sandra Petrut, a stylist at Maxine Salon in Chicago. Also made with scalp-soothing centaurea cynaus flower extract, the formula can help stave off dandruff and flakes. The corresponding Blue Malva Color Conditioner works as a short leave-in treatment; after two to five minutes, it makes the hair softer and more manageable. “Hydration and moisturizing gray hair is key,” Schoedler says. “It tends to be drier, so pairing a brightening shampoo with a deeply nourishing conditioner or mask makes a huge difference.”
- Ingredients: Blue malva, cornflower, centaurea cyanus flower extract
- Size: 33.8 oz
Best for Dry Hair: Moroccanoil Blonde Perfecting Purple Shampoo
- Why we love it: “Moroccanoil’s Blonde Perfecting Purple Shampoo is fantastic for gray hair because it’s infused with nourishing argan oil, which deeply hydrates and leaves hair silky,” says celebrity hairstylist Dimitris Giannetos, whose clients include Megan Fox and Lindsay Lohan. “Its rich purple pigments effectively neutralize brassiness while the gentle formula preserves the hair’s natural moisture balance.” He recently used the product actress on Joey King “[I wanted] to get her to a gorgeous, icy, almost gray blonde,” he says. The mission, of course, was accomplished. “It’s truly amazing how this product can change the shade of your hair,” Giannetos notes.
- Ingredients: Arganid (a patented micro-capsule that infuses the core of the hair shaft with argan oil), violet pigments
- Size: 2.4-6.7 oz
Best Scent: Pureology Strength Cure Blonde Purple Shampoo
- Why we love it: Priscilla Valles, a celebrity extensionist with clients like Dua Lipa and Angelina Jolie, approves of Pureology’s sulfate-free formulation. “It features Kervais, which strengthens the hair and prevents future damage,” she says of the plant-based protein. The shampoo also contains purple-orchid toning pigments. These “turn the hair from brassy to beach blonde” or silvery gray, Valles says. Plus, wash day is ultra relaxing: The shampoo’s scent, which melds notes of peach, vanilla, and rose, has aromatherapeutic properties.
- Ingredients: Keravis, axtanthin, purple orchid toning pigments, aromatherapy blend of pear, rose, and sandalwood
- Size: 9 fl oz
Best for Yellowing Hair: Redken Blondage Color Depositing Purple Shampoo
- Why we love it: “The Redken Blondage Color Depositing Purple Shampoo is a popular product in the range, known for its ability to neutralize brassiness and unwanted yellow tones in blonde, silver, or gray hair,” says Pogosyan. “The purple pigments in the shampoo keep the hair looking cool-toned and bright, while also helping to enhance the natural or color-treated blonde shades.” Pro tip: The brand recommends a double cleanse to maximize the benefits of the brassiness-busting product.
- Ingredients: Ultraviolet pigment (to preserve color), triple-acid protein complex (to tone, brighten, and strengthen)
- Size: 10.1 fl oz
Best Drugstore: Kristin Ess The One Purple Shampoo
- Why we love it: Steeped in ultra-violet pigments that neutralize brassiness in blonde, brunette, and gray hair, this versatile pick is formulated sans sulfates. “Choosing a sulfate-free shampoo is crucial to avoid stripping your hair of its natural moisture and shine,” particularly since gray hair can be prone to dryness, Dale stresses. The formulation also contains coconut oil, which enhances shine, moisturizes the hair and helps prevent breakage. Meanwhile, hydrolyzed pea protein improves moisture retention and strengthens the look and feel of damaged hair. The shampoo’s scent—an enticing mix of ambrette seed, sandalwood, and magnolia—adds allure with every hair flip or swish. This is the rare purple shampoo that can be used with every wash, particularly for those who prefer ashy or pastel-lavender hues.
- Ingredients: Coconut oil, lactic acid, marine algae
- Size: 10 fl oz
Best for Hair Health: Virtue Colorkick De-Brassing Shampoo
- Why we love it: “A lot of purple shampoos can leave the hair feeling dry, but the Colorkick leaves the hair feeling healthy and hydrated without feeling heavy,” says hairstylist Chris Jones. Powered by Virtue Labs’s proprietary Alpha Keratin 60ku, a 100 percent bio-identical protein, the shampoo boosts hair health by mending damage. Infused with turmeric-root, violet, and lavender extracts, “This formula was uniquely developed with all-natural botanicals and colorants, which help eliminate unwanted brassy tones and brighten hair for all shades,” Jones says.
- Ingredients: Alpha Keratin 60ku, natural brightening and toning extracts, turmeric root extract, violet and lavender flower leaf extract
- Size: 8 fl oz
Best for Shine: Kérastase Blond Absolu Ultra-Violet Purple Shampoo
- Why we love it: Looking for a bit of luminosity? Kérastase’s violet-hued shampoo may be just the thing. “This shampoo is infused with hydrating ingredients like hyaluronic acid and edelweiss-flower extract to nourish and illuminate gray hair,” says Gigi Pogosyan, a hair color specialist based in Los Angeles. “It helps to gently cleanse the hair, while also providing hydration and shine for healthier-looking locks.”
- Ingredients: Ultraviolet neutralizer, edelweiss, hyaluronic acid
- Size: 8.5 fl oz
Best for Strengthening: Olaplex No. 4P Blonde Enhancer Toning Shampoo
- Why we love it: It’s rare to find a celebrity or a Vogue editor who doesn’t have a go-to Olaplex product for moments when the hair needs a little TLC. (Just ask Charlize Theron about the No. 7 Bonding Oil.) Those with gray hair would do well to consider the Olaplex No. 4P. “This is a purple shampoo specifically designed for maintaining [cool hues],” says Pogosyan. “It also helps to hydrate and nourish the hair, thanks to ingredients like avocado oil and glycerin. This helps keep the hair soft, smooth, and healthy-looking while enhancing the color and shine of blonde, silver, or gray hair.”
- Ingredients: Bis-aminopropyl diglycol dimaleate (a patented bond-repair ingredient)
- Size: 8.5 fl oz
Best Purple Shampoo: Dae Violet Hour Purple Shampoo
- Why we love it: In its desert-derived hair care, Dae harnesses potent botanicals to nourish the strands and scalp. “Key ingredients in Dae Violet Hour Purple Shampoo include purple cornflower extract, which helps to brighten and tone the hair, as well as nourishing oils like argan and coconut oil to hydrate and strengthen the hair,” says Pogosyan. “The shampoo is also free from sulfates, parabens, and silicones, making it a gentle and clean option for those looking to maintain their blonde or silver hair color.” Fragranced with the brand’s signature citrus scent, the shampoo also has cactus flower extract to prevent breakage. Plus, what’s more desert than a cactus flower?
- Ingredients: Cactus flower extract, moringa leaf extract, quinoa protein
- Size: 10 fl oz
Best for Color-Treated Hair: L’Oréal Ever Pure Purple Shampoo
- Why we love it: Those with color-treated gray hair, take note: “The L’Oréal Ever Pure shampoos and conditioners are sulfate-free and gentle on color-treated hair,” Pogosyan says. “They are infused with natural botanicals such as rosemary, mint, lotus flower, and other plant-based ingredients to help nourish and strengthen the hair while maintaining the vibrancy of your hair color.” Valles is on board, too: “This product is sulfate and paraben-free with no harsh salts added, making it the perfect hydrating shampoo,” she notes.
- Ingredients: Hibiscus, purple dye
- Size: 6.8 fl oz
Best for Thinning Hair: Not Your Mother’s Blonde Moment Tone & Strengthen Purple Bonding Shampoo
- Why we love it: With celebrity fans including Hailey Bieber—who’s partial to its Clean Freak Dry Shampoo—hair-care brand Not Your Mother’s infused its purple shampoo with bond-repairing technology that penetrates the hair shaft to prevent and mend broken bonds. “Just as chemically lightened hair can become dry and brittle, as our hair ages grey tones can become dry and fragile too,” says Efrain Vasquez, vice president of product, research, and innovation at the brand. “With our bonding technology, hair will feel stronger with immediate improvement in softness, shine, and manageability.” He adds that the shampoo gives gray hair a “more polished, silver-like finish.”
- Ingredients: Active Bonding technology, dark violet pigments, quinoa
- Size: 8 oz
Everything You Need to Know
What is a shampoo for gray hair, and who should use it?
The best shampoos for gray hair are gentle and clarifying, taking the delicate nature of the strands into account. “To keep gray hair healthy, only use gentle clarifying shampoos and avoid sulfates which are especially drying for gray and curly hair,” Ph.D. scientist, certified hair practitioner, and biotech/pharmaceutical patent attorney Dr. Gaby Longsworth previously told Vogue.
The best purple shampoos for gray hair should also have a slot on the shower shelf. “Purple shampoo is a toning shampoo designed for those who have blonde, silver, bleached, or brassy hair,” says Valles. “The violet pigments in the shampoo neutralize brassy tones in your hair. Over time, your toned blonde hair will begin to yellow and/or become brassy, which is why purple shampoo is a great at-home option to fix and tone your hair!” Dale adds: “Purple shampoo is particularly beneficial for blondes and brunettes who want to tone and brighten their hair, as well as those with gray hair who are looking to remove brassiness.” How does it work, exactly? “The purple pigments in the shampoo counteract the warm tones that often develop in blonde and gray hair due to factors like sun exposure, heat styling, and natural oxidation,” Vasquez explains.
Does gray hair need a different shampoo?
“Gray hair really does benefit from a different type of shampoo,” says Chase, as it “tends to get coarser, drier, and more prone to yellowing from sun, pollution, or product buildup. A shampoo specifically made for silver hair has toning pigments to keep the color bright.” Plus, he says, shampoo formulas for gray hair oftentimes provide extra hydration to soften the texture and protect against dullness.
What is the difference between silver and purple shampoos?
“Purple Shampoo is mainly for blondes,” Chase explains. “The violet pigments cancel out yellow tones, since purple sits opposite yellow on the color wheel. It’s stronger in pigment and can sometimes leave a faint lavender cast if overused.” On the other hand, he says, silver shampoo is designed for gray hair. “It uses blue or silver pigments to brighten whites and silvers while neutralizing warm tones,” he says. “The formulas of silver shampoos are usually more hydrating to suit the naturally dry and coarse texture of gray hair.”
Key Ingredients to Look Out For in Shampoos for Gray Hair
“When looking for a good purple shampoo for gray hair, it’s important to check for key ingredients such as purple pigments, conditioning agents, UV filters, and a sulfate-free formula,” says Pogosyan. “All these ingredients are impactful for maintaining the tone and condition of the hair.” Giannetos adds: “Gray-haired shoppers should look for purple shampoos that contain nourishing ingredients like argan oil, keratin, and vitamins to help hydrate and strengthen the hair.” He concurs with the sulfate-free stipulation, noting: “Sulfates can strip moisture from the hair and leave it feeling dry.” According to Valles, “You should look for a purple shampoo that prevents brassy undertones but also strengthens and protects your hair at the same time. For example, the Redken Blondage shampoo includes a Triple Acid Protein complex that strengthens the hair’s cuticle while giving your hair a cooler tone.”
What’s the difference between a regular purple shampoo, and a purple shampoo for gray hair?
The best purple shampoos for gray hair have some key characteristics that set them apart. “Both regular purple shampoo and those formulated specifically for gray hair work to neutralize brassy and yellow tones,” Dale says. “However, purple shampoos for gray hair are typically more potent, containing deeper purple pigments to effectively counteract the stronger yellow undertones that can appear in gray hair. On the other hand, purple shampoos for blondes and brunettes may have a formulation with violet and yellow hues tailored to balance the tones in those hair colors.” Valles adds: “It is important to not confuse blue shampoo with purple shampoo, as the blue shampoo is used for darker tones to cancel out orange in the hair. Remember that blue plus yellow equals green! If you use blue shampoo on grey or blonde hair, there is a chance it could leave a green tint.”
Can I use a purple shampoo for gray hair every day?
To keep his famous clients’ hair in tip-top shape, Giannetos takes a conservative approach to purple shampoo usage. “I would not recommend using purple shampoo every day because excessive use can cause dry or brittle hair,” he says. “Also, depending on the purple shampoo, you can risk creating a purple hue on your hair.” Valles elaborates: “You should only use purple shampoo once a week to tone any yellows in your gray hair, as the shampoo can be very drying. You can also swap purple shampoo for your regular shampoo once every few weeks.”
There are some exceptions to the rule, however. Kristin Ess’s The One Purple Shampoo can be used as a daily wash. “If you prefer ashy or pastel lavender tones, you can use purple shampoo every time you wash your hair,” Dale says. “However, if you want to maintain neutral tones, it’s best to use purple shampoo only as needed to counteract brassiness.” As a general rule, she says: “After shampooing, always follow up with a hydrating conditioner or mask to keep your hair moisturized and healthy.”
How to Make Gray Hair Soft and Silky
“Moisture and gloss are key to making hair soft and silky, and I recommend using a hydrating conditioner,” Petrut says. “I also recommend getting an occasional gloss in the salon or using a lightweight oil to tame the wiry texture and create a polished look.” She advises staying away from high heat, as it tends to dry out the hair. “Also, high heat can turn the white hair yellow because of a lack of pigment,” she advises.
- Laura Dale is the director of education at Kristin Ess Hair.
- Dimitris Giannetos is a celebrity hairstylist whose clients include Kim Kardashian, Megan Fox, and Lindsay Lohan.
- Chris Jones is a hairstylist, the cofounder of Salon Bugatti in The Woodlands, Texas, and a Virtue Labs ambassador.
- Dr. Gaby Longsworth is a Ph.D. scientist, certified hair practitioner, and biotech/pharmaceutical patent attorney.
- Gigi Pogosyan is a hair-color specialist and Olaplex Advocate based in Los Angeles.
- Priscilla Valles is a celebrity extensionist based in Los Angeles. Her clients include Kendall Jenner, Angelina Jolie, and Dua Lipa.
- Efrain Vasquez is vice president of product, research, and innovation at Not Your Mother’s Haircare.
- Gui Schoedler is a hairstylist who works with celebrities like Sharon Stone.
- Joseph Chase is a hairstylist whose clients include Billie Eilish.
- Sandra Petrut is a hairstylist at Maxine Salon in Chicago.
