Joico Colorful Anti-Fade Shampoo 300ml

The cleansing half of Joico's Colorful Anti-Fade pair, formulated for daily use on colour-treated hair across every shade — blonde, red, brunette and fashion colours alike. Washing is where most colour fade actually happens, so the shampoo is the step that decides how long a salon colour holds.

The actives

• Camellia oil — a light oil that helps smooth the cuticle, giving pigment fewer escape routes during the wash.
• Pomegranate fruit extract — an antioxidant-rich extract carried through the Colorful range.
• SmartRelease™ Technology — Joico's liposome delivery system, holding rosehip oil, arginine and keratin and releasing them gradually so they keep working after you rinse.

How to use it

Massage into the scalp and let the lather travel down the lengths as you rinse rather than scrubbing the ends — on coloured hair the ends are the oldest, most porous section and lose pigment fastest. Follow with the matching Anti-Fade Conditioner.

Worth knowing

Formulated free of SLS and SLES sulfates, which is the practical reason it cleanses without stripping tone. Water temperature is the other half of the equation: cooler rinses hold colour noticeably longer than hot ones.