Strengthen your blonde with Aveda's New Botanical Repair™ Purple Toning Shampoo

MINNEAPOLIS, MN (MID-JUNE, 2025)— Say goodbye to brassiness and hello to brilliance with Aveda’s new Botanical Repair™ Purple Toning Shampoo that visibly illuminates, strengthens and nourishes blonde hair. This 96% naturally derived¹, vegan and cruelty-free shampoo features violet-rich pigments that instantly neutralize unwanted yellow and brassy tones by 5X for a brighter blonde after just one use². Plus, Aveda’s plant-derived bond-building molecule penetrates deep into the hair’s cortex to build new bonds and repair even the most extreme damage from bleach or chemical treatments, restoring strength from the inside out.

Formulated for all types of blonde, lightened, grey and silver hair shades, Botanical Repair™ Purple Toning Shampoo has a gentle formula that effectively cleanses hair without stripping, reviving the look of salon-fresh blonde color. It infuses hair with the signature Botanical Repair™ fresh, light floral, herbal pure-fume aroma with certified organic ylang-ylang, rose, marjoram and other pure flower and plant essences.

Download the full press release here:

Aveda Botanical Repair Purple Toning Shampoo Rrp €39,90

Aveda’s Botanical Repair™ Purple Toning Shampoo 200ml is available as from mid-June, 2025, in Aveda partner salons, in Douglas, on douglas.nl and De Bijenkorf.

Recommended retail price €39,90.

​¹ Refers to naturally derived per the ISO 16128 Standard. From plant sources, non-petroleum mineral sources, and/or water.

² Testing on tresses after one use vs. non-toning shampoo.

Packshot and lifestyle image for download: