Why does blonde hair go brassy?

Blonde hair goes brassy when bleaching or lifting does not remove all of the underlying pigments in the hair.  These underlying pigments that remain after coloring/lightening are yellow, orange, and red in color.  As the cool pigments (toners or hair color) fade, the warm underlying pigments left behind after coloring become visible, causing a brassy appearance.  Using a purple shampoo will deposit cool tones back in hair, counteracting the warm brassy tones, leaving the hair looking cooler and brighter.

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