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If you have naturally white or grey hair, purple shampoo can be used in the same way as with bleached hair to remove yellow tones and revive vibrant color. It can also be used on red hair to counteract brassy tones for color that stays fresh week after week. To use a purple shampoo on red hair before and after, you should first determine which red color is the most vibrant. This color is called the “lilac toner” and works by canceling out the red tones.