🇺🇸 EN
★★★★★
"Byebye yellow"
The only purple shampoo that actually tones without drying me out. My hair feels healthier.
BestSeller50K Reviews
★★★★★The #1 Purple Toner on Amazon
Brass?
Gone.
Salon-grade purple toner that lifts brass in one wash — without the salon price. Built for blonde, platinum & gray hair.
Peta Certified
100%Vegan and Cruelty Free
Trusted by
44K+Reviews
4.4★ avg on Amazon
Always
100%· Paraben-free
Risk Free
100%Money-Back Guarantee
One brand · Three lines
Tone it. Rebuild it. Quench it.
Purple kills brass on blondes & grays. Boldplex rebuilds damaged hair. Coconut quenches dry strands. Pick yours — or run all three.
The Purple Line
Tone in
one wash.
A hydrating purple toner for blonde, platinum & gray hair. Neutralizes brass without stripping moisture — salon results, drugstore price.
Kills brass
Neutralizes yellow tones in one wash.
Adds shine
Hydrates while it tones — no stripping.
Color safe
Vegan, sulfate & paraben free.
For blondes
Platinum, gray, silver — and balayage.
Boldplex Bond Restore
Damage?
Rebuilt.
A bond-building mask that rebuilds what bleach, color and heat broke. Works on every texture — straight, wavy, curly, coily.
Rebuilds bonds
Bondexa™ complex works from inside out.
Instant results
Visibly stronger, softer in 1 use.
All textures
Straight, wavy, curly, coily — all in.
Heat shield
Protects up to 450°F styling heat.
The Coconut Line
Dry hair?
Drenched.
Deep coconut hydration that softens thirsty strands, tames frizz and shields hair from heat up to 450°F.
Deep hydration
Pure coconut oil + keratin complex.
Frizz control
Humidity-proof smoothness for 48 hours.
Heat shield
Protects up to 450°F styling heat.
Weightless
Fine hair to thick — zero heavy residue.
Find your routine
Take the quiz.
3 questions. 6-product routine matched to your hair.
Step 1 of 3
What’s ruining your wash day?
Pick the one that bugs you most.
Step 2 of 3
Your hair color
Be honest — including last month’s bleach.
Step 3 of 3
How often do you wash?
No judgment.
Your routine
The Purple Routine
For blondes, platinums & silver queens.
Tone brass, brighten highlights, keep grays silvery — a 6-product routine your salonist would approve of.
Wash
Cleanse
Purple Toning Shampoo
$29.99
Purple Toning Conditioner
$29.99
Treat
Repair · Tone
Purple Toning Conditioning Mask
$29.99
Purple Toning Leave In Conditioner
$36.99
Style
Finish · Protect
Purple Toning Leave In Heat Protectant Spray
$20.99
Blonde Toner Leave In Treatment Spray
$34.99
Full routine bundle
$48
Save $8 vs individual
Your routine
The Boldplex Routine
For damage, dryness & color-treated hair.
Bond-building repair for bleach + heat damage. A 6-product routine that rebuilds strand by strand.
Wash
Cleanse
BoldPlex Strengthening Shampoo
$19.99
BoldPlex Strengthening Conditioner
$26.99
Treat
Repair · Tone
BoldPlex Deep Conditioning Mask
$27.99
BoldPlex Smoothing Serum
$24.99
Style
Finish · Protect
Coconut Leave In Heat Protectant Spray
$24.99
Boldplex 10-in-1 Leave In Heat Protectant Spray
$25.99
Full routine bundle
$54
Save $9 vs individual
Your routine
The Full Routine
Tone. Rebuild. Hydrate. All three.
Best of every line — 6 hero products picked across Purple, Boldplex, and Coconut for salon-fresh hair every wash day.
Wash
Cleanse
BoldPlex Strengthening Shampoo
$19.99
Moisture Max Conditioner
$27.99
Treat
Repair · Tone
BoldPlex Deep Conditioning Mask
$27.99
BoldPlex Smoothing Serum
$24.99
Style
Finish · Protect
Boldplex 10-in-1 Leave In Heat Protectant Spray
$25.99
Boldplex 10-in-1 Leave In Heat Protectant Spray
$25.99
Full routine bundle
$68
Save $12 vs individual
Every product
The full shop.
Real customers. Real hair.
Reinas reales.
Real receipts.
🇺🇸 EN
★★★★★
"Saved my hair"
After a highlight disaster my ends were snapping. Two masks in and my curls came back to life.
🇺🇸 EN
★★★★★
"Frizz free for real"
Miami humidity used to destroy my hair. This actually seals in moisture and stays smooth.