I use this shampoo every third or so wash and it's great! You don't need to use much, leave it on for a few minutes and it really tones without going purple. Great product.

Ive tried lots of products to limit the brassy look. This product is the best ever. True to the title it really is a clean blonde. I'm older and have gone from dark brown to white over the years and now blonde because I don't want the white look just yet. Lots of different blonde permanent colour and now use a herbatint ash blonde. Wow the Fudge toning clean blonde shampoo and conditioner gives my hair life without having to re colour any more than every six weeks. Hope they never take Fudge toning clean blonde products off the market.

Have been using fudge for years now amongst different salon brand blonde shampoos, and can honestly say I love this one the most! And it’s the most affordable. Always leaves a beautiful clean blonde I always get asked if I’ve had my hair done after I’ve washed it! Love it

I have had balayage done and by using Fudge shampoo keeps is looking fresh for ages, just keep in mind t toning shampoos can dry you hair a bit but this is the best doesn't dry out your hair as much, however I always use treatment in my hair at least once a week.

I have used this but found it was far to drying on my hair, I have found much better that is more moisturising

For years i used the De Lorenzo silver shampoo on my blonde hair cos I thought it was the best product out there. But then i tried this one and its *so* much better!! So impressed, don't have to leave it on for long at all, I love it!

Fudge has been my go-to toning shampoo since I began the journey to grey hair six years ago. It has kept my highlights and natural greys an even tone so my transition to grey was seamless. I still use it for that purpose as I still get highlights to break up the 'salt & pepper'. I have tried a couple of other toning shampoos, but I keep coming back to Fudge.

You have the option to decide your level of toning by how long you leave it on for. This is a great lathering shampoo and smells amazing I find it quite addictive!! If you're looking for a cost effective silver toning shampoo that actually does the job and has no build up this is the one. Easy to find, most chemist's and department stores stock this for around $20. Also tones the brassy red from brown hair. Love it.

As a hairdresser I’ve tried many different toning shampoo’s and fudge is by far the best I’ve used.
It all depends on how toned you want it to how much you are using it, if you only want to tone some yellow tones out, just use it say once a week, or if you want a more over toned effect use it more often or I just put it on my dark blonde ombré ends, input it on dry and left it for 10 minuted.
Amazing stuff

This is literally the best blonde shampoo ever! And I have tried so many from high end names to cheaper chemist ones. This has an awesome smell and leaves my hair looking amazing.

Oh my goodness this stuff is amazing. I bought some once from a hair dresser but after I threw out the bottle I could never find this product again. But it is amazing if you want ashy hair, it will eliminate all yellow and golden tones. However, don't get on white fabric as it may stain. (IT SMELLS SO GOOD TOO.)

Have tried so many purple shampoos and this is the only one that leaves me with perfect platinum, not a hint of yellow hair ! (which after years of jet black hair has been incredibly hard to maintain as i go brassy verry quickly) ...it also cleans the oil away much better than the others
Couldnt live without it !! Also love that if i leave it on for longer i can have a silver/lilac tint which washes out with regular shampoo when im over it... Holy grail shampoo

As far as the best at-home toning solution I've found, this has to be it. I usually apply and leave on for approx 10 mins for a pale lilac/silver, very over-toned look. Does dry the hair out, as others commented on, however i don't think is uncommon for a toning shampoo or any toning products. I usually wash my hair only once a week & pair this shampoo with a hydrating hair mask to keep everything looking shiny and not too frazzled. Highly recommend. Also keep an eye out for Priceline sales and you can pick it up at 40-50% off RRP

I used this shampoo at the suggestion of my hairdresser to brighten my blonde in between visits. I first time my hair turned green, i put it down to the fact that I have mint green towels, bedding,etc. But i just used it again a month later and had white towels and linen and my hair has turned green again. I guess it is not for all blondes!

I had to wash my hair 3 times and leave it in about 20 mins each time and its made an incredible difference the product actually does what it said I have no yellow in my blonde and it's platinum with touches of violet :) extremely satisfied :)

I've tried purple shampoos before and never saw any difference to the tone of my hair so was sceptical about fudge! This is the best product ever!!! My hair usually starts to go brassy after couple of weeks and by using this product I feel like my hair is as fresh as it is from day one after getting it dyed! It's amazing I can't believe I've never used it before! I love the cool silvery tones achieved!

I struggle maintaining a clean ash blonde just with using a purple shampoo on its own.
I use Fudge Toning Clean Blonde once a week followed by a deep conditioning mask (I find it a bit drying) to maintain a platinum blonde.

My hair was orange by stupid products my hair dresser recommend.. Tried everything to fix it & nothing worked!!! UNTIL, a lady told me to try one last thing, once I tried it my hair was back to blonde almost cried of happiness this stuffs holy grail

I make a 'hair mask' by combining a good amount purple shampoo, about 1/3 -1/2 conditioner and bit of water in mixing bowl. Apply to damp hair and cover with glad wrap. Leave this for 15 mins - 1 hour. Rinse (shampoo if you like) It will seem too purple, but then I do deep condition, again glad wrap and add heat. After rinsing conditioner out, a lot if purple has gone, and hair is platinum/silver. Good for about 2 weeks- month.

I used this toning shampoo for the first time, and my blonde hair has ended up green! At least you can say it did actually do something, unlike other toners which have made little to no difference - just not quite in the right direction! Use with caution