I have seen this purple shampoo recommended on social media, but wasn't sure how effective it would be. However, a friend & her sister that was once a hairdresser, recommended it as the best purple shampoo. I just used it the other day and I love it. It works SO good. I read tons of reviews & was a little nervous on how long to leave on my hair because it's very concentrated. I have used other purple shampoos & left on for 5 min. I left this one on for 3 min. Next time, I will leave in for the full 5 min LTKFind LTKbeauty LTKunder50