Unlike many color-correcting purple shampoos on the market that contain synthetic dyes, Dr. Craft's Natural Purple Berry Brightening Serum is made with 100% natural pigments from British blackcurrants. The berries that are used in the brand's product are sustainably sourced from leftover by-products from the manufacture of the blackcurrant-based beverage Ribena.
According to Dr. Craft's, "This patented technology uses blackcurrant skins, which contain high concentrations of natural pigments called anthocyanins. These give the berries their intense color and counteract the brassy tones in your hair." For best results, the brand recommends applying the product to damp hair and allowing it to sit for a few minutes before rinsing.
The vibrant purple hair serum is cruelty-free and free from undesirable ingredients, including synthetic fragrance, and only boasts an alluring natural scent from bergamot, eucalyptus, lemon, spearmint and tarragon.