Purify Shampoo is designed to cleanse your hair and protect againt colour fade. The key ingredient, ZeroSulfate is an essential part of a shampoo's cleansing system, but many common surfactants, known as sulfates, can fade colour vibrancy. Designed to gently cleanse without stripping colour, our ZeroSulfate shampoos include a mild cleansing system, with no added salt, derived from coconut, corn, and sugar it delivers a rich lather and helps optimize colour retention.