Although it's quite pigmented, I didn't notice any results after the first few uses. It was most effective as a mask but caused mild irritation to the scalp (despite being applied at medium length). I bought this shampoo because it is sulfate-free as opposed to "orange-free" and it looked a little bluer in video reviews than the original "no-yellow" (which is cheaper but contains sulfates). When I stopped using it I could tell it made a difference, but I didn't notice any significant toning on bronze (blonde, brunette) hair. Perhaps the "no yellow" line wasn't the best choice for me, but I was hoping to avoid further damage from SLS. Since then I've switched to Kristen Ess Tonic which works like a dream.
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