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How to Use Purple Shampoo and Mask as a Hair Toner


Purple Shampoo Before & After

Purple Shampoo - Before

Our modei came in with blonde hair which was very brassy and in need of color correction.

Purple Shampoo - Before

Purple Shampoo - After.

We judged our model's hair to be light enough to use just purple shampoo and mask.

You can do this too, if your hair is blonde like this.

You can see here that we managed to tone the brassy hair and get everything white blonde thanks to Ugly Duckling Purple Shampoo & Mask.

After Purple Shampoo & Mask

How to Use Purple Shampoo and Mask: 9 Steps to an Incredible Hair Color Transformation

In the case below, our model had a dark regrowth in addition to brassy lengths. 

This can happen - it is in fact a very common in-salon situation.

We used Ugly Duckling Brilliant Blonde bleach to lift the dark regrowth. Then we applied Purple Shampoo and then Purple Mask.

Follow the 9 steps below:

1. Use Ugly Duckling bleach on the regrowth area and lift.

2. Rinse the hair & towel-dry.

3. Apply Purple Shampoo and rub in very thoroughly.

4. Rinse with lukewarm water.

5. Now apply the Purple Mask.

6. You can use either a brush or your fingers. Apply more on the ends, less towards the root area, just as with any hair mask.

7. Massage in very thoroughly. Make sure that every part of the hair has come into contact with the mask.

8. Wrap up in plastic and apply some gentle heat. This will help condition the hair as well as get those purple pigments in.

9. Rinse with cool or tepid water.


Hair by Elona Taki

1. How does Purple Shampoo work?

Ugly Duckling's Purple Shampoo contains intense purple pigments.

Purple is the exact opposite of yellow on the color wheel (see below).

The purple pigments in the purple shampoo act to counteract yellowness in blonde hair.

By applying it, you can make blonde hair more white, and less yellow.

The Hair Color Wheel

2. What about Purple Mask? Why do I need to use this in addition to Purple Shampoo?

Purple shampoo contains a lot of cleansing ingredients - it's a shampoo, after all. 

Purple mask, on the other hand, is a pure hair in-salon conditioning treatment with purple toning added in.

It mask contains only toning & treatment agents as well as essential oils including Argan and Avocado oil.

It is therefore very suitable for leaving on the hair for an extended period of time (10 minutes, for example).

We recommend that you use both products if you can.

3. Who should use Purple Shampoo & Mask & When?

Women can use Purple Shampoo and Mask as long as their hair is blonde level 9 and up. 

Using these products will stop the hair getting yellow and keep it "Salon-Fresh" and white.

People with naturally white (grey) hair can also use it.

It will stop white grey tinting yellow and keep it white.

People with blonde highlights can also use Ugly Duckling purple shampoo and mask.

It will not stain low lights or a darker base underneath.

And stylists can use Ugly Duckling Purple Shampoo and Mask after bleaching, at the back wash, to color correct and tone the hair.

4. Do Purple Shampoo and Mask Stain the hair or turn the hair purple?

Some purple products out there do stain the hair purple, it is true.

However, Ugly Duckling Purple Shampoo and Mask do not - no matter how often you use it.

It's a question of achieving the right formulation when putting in the purple additives.

5. Which are the best Purple Products?

We do recommend Ugly Duckling Purple Shampoo and Mask over other purple products for a few reasons:

1. They tone really efficiently without staining.

2. They are sulfate-free. Which means they are very gentle and can be used as often as you like.

3. Ugly Duckling purple shampoo and mask are acidic formulations. This is very rare even among professional haircare products.

It means that the products will help close the cuticle and return the hair to its regular acidity. 

4. Ugly Duckling purple hair care products can be used at the backwash straight after bleaching. 


Hair by Elona Taki

6. How should I use Purple Shampoo?

  • Make sure the hair has been correctly lifted to level 9 blonde (see picture below of the hair bleaching levels to see what level 9 is)
  • Use plenty of product. It is really important that the hair gets into contact with plenty of product.
  • Massage in very very thoroughly.
  • Leave in for 5 minutes.
  • Rinse with lukewarm water.

7. How should I use Purple Mask?

  • Make sure that the hair has been correctly lifted to level 9 blonde (see picture below of the hair bleaching levels to see what level 9 is).
  • Apply a lot of product.
  • Rub into the hair very thoroughly
  • Wrap up in a hot towel
  • Leave in for 10 minutes - apply gentle indirect heat (steamer etc)
  • Rinse with lukewarm water

The Bleaching Levels

8. How often can I use these products?

We would suggest both products once a week to keep hair sparking white blonde.

The products are sulfate-free and acidic, meanning they help return the hair to its natural acidity level.

You can therefore use these products as often as you like.

9. Do I apply Ugly Duckling Purple Shampoo and Mask on Dry Hair?

Apply the shampoo, like any normal shampoo, after wetting the hair.

And apply the mask on clean, moist, towel-dried hair.

10. Is Purple Shampoo and Mask only for Caucasian hair or Blonde European hair types?

Not at all. It can be used for any hair  - even very dark hair - that has been lifted to blonde.

In the pictures below, you can see a Hispanic model, who came in with level 4 dark brown hair.

We lifted it all the way up to level 10, and toned and then we used Purple Shampoo and Mask to tone it some more.


(Hispanic model - hair was initially dark brown and was lifted & toned before purple shampoo & mask)


After - Hispanic Model

Hair by Ashley Betancourt



About the author

Sally has been a hair colorist and trainer for many years in both the US & Europe. She currently does hair color training for Ugly Duckling. She also helps develop new & awesome products for the brand.