Like everything, moderation is key (Picture: @corascamera/TikTok)

The purple shampoo challenge is the newest social media trend doing the rounds.

This time it’s TikTok users leading the charge, with content creators showing off transformations to their hair after using home toning products.

In the videos, a large amount of purple shampoo is added to the hair, with some people leaving a full bottle on for 24 long hours, with the results shown afterwards.

The hashtag #PurpleShampooChallenge has now been viewed on the platform a whopping 70 million times, with some of the specific videos getting tens and thousands of likes.

Despite being just a bit of fun, many of the commenters are (understandably) confused as to why the shampoo is being left on for such a long time as if it’s a dye, with the potential ‘benefits’ being called into question.

It was also brought up that a number of brunettes were taking part, even though the shampoo is designed to be used by blondes to get rid of brassy tones.

The conclusion from colourists? While purple shampoo is great in moderation, you could be damaging your hair by copying these challengers.

Even brunettes have been getting in on the act (Picture: @rosewitdachalk/TikTok)

Marco Coccia, Senior Colour Technician at WhiP London calls the shampoo ‘one the best products to “scare” the yellow away from your hair.’

‘It is very effective on all types of hair but it is specific for blonde high lifted hair or natural grey hair,’ he continues.

‘The strength of this product changes according on the brand, the lightness and porosity of your hair and on how many times you use and for how long you leave it in for. I wouldn’t say that it’s alternative to a proper toner but it helps keep the brassy tones away or to maintain a silver/white toner.

24 hours is an awfully long time for a shampoo application (Picture: makeupbyabbyk/TikTok)

‘Like everything the over use of it could, with time and depending on the level of the blonde/grey leave lilac stains and end up with the hair losing its brightness. It always good if you want a perfect blonde to go to your hairdresser and ask them about the best way to use the silver shampoo for your type, shade, texture of hair (for your individual case).’

Katie Allan, Founder of MAYFIVE Hair echoes these statements: ‘Purple shampoo is great for keeping yellow out of bleached hair. The violet tone contracts the yellow which leaves a much cleaner blonde.

‘If the hair is more orange than yellow then purple shampoo wouldn’t necessarily work – you would need a toning shampoo that is more blue based to neutralise the orange.

‘If there is no yellow in the hair and the hair is creamy and light blonde already then the shampoo will deposit purple and you will be able to see it in the hair.’

Basically, as with any beauty fad, if you’re taking it into your own hands you could see vastly different results to those influencers get.

While there’s nothing wrong with using a salon-recommended purple shampoo every so often to neutralise the yellow in your hair, a more measured approach is once every week or fortnight.

Putting shampoo on your hair for that amount of time could dry it out, and that’s before we even talk about the implications on your colour.

Not to sound like your mum, but please don’t copy everything you see on the internet. That is unless you want your hair to be a purple, dried-out mess.

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