This is a really great product, it does get rid of unwanted yellow tones, which is what the product is for. This is perhaps the strongest purple shampoo I've used to date.
I usually leave purple shampoos in for 5 minutes or longer and it gives me the results I want. With this shampoo it's recommended not to leave in for long as the shampoo is quite strong. It has turned my whiteish parts purpleish. Though it does look good, it was not the result I wished to achieve.
Overall, a very good shampoo for getting rid of yellow tones.
I recently died my hair blonde, it took 3 visits to the salon to get it the color i wanted but it kept going brassy quite quickly. I use this shampoo once a week and it makes my hair a beautiful silvery blonde while keeping my dark ombre roots the right color. The only downside is how dry your hair feels
Tips: ALWAYS use a treatment straight after and a hair oil too. You don't need the fudge violet conditioner to go with it