I have tried at least 4 other brands of purple shampoo, and the Blonde Pop is the only one that has truly kept my icy blonde hair icy looking. I'm the type of person who loathes any type of yellow hue, fading, and dullness when it comes to my highlighted/bleached out strands, so finding a shampoo that actually works is a relief. I have also found that my hair "loss"/shedding has drastically minimalized to almost nothing now that I've been consistently using Blonde Pop Shampoo. My hair is healthier, stronger, and nourished because of this shampoo (the bleaching really does a number on my hair). I love the scent as well - refreshing, and not perfume-y. I'm on my second liter now. I'm never trying another brand...finally, a purple shampoo that actually works and is worth every cent! Side notes: I have thin hair, but A LOT of it. About 1.3 years ago I chopped my hair into a blunt, lob style, and went completely bleach blonde. I'm over my "mid-life" hair cut style/color, and I'm currently going back to my natural ash brown shade. It's been a process, but at least this shampoo has kept my hair as healthy as possible during this transition.