Brighten and cleanse dull hair that has lost its shine. A strengthening and shine-enhancing daily shampoo. Sulfate & sodium chloride-free formula with Color Hold® technology prevents dullness and provides vibrant color retention. Organic Bamboo Extract immediately boosts hair's strength, flexibility & sustainability for stronger, healthier hair. Organic Indian Gooseberry® transforms dull hair with vital nutrients for locks that illuminate with a mirror-like shine. Color Hold, Alterna's proprietary ingredient, infuses hair with plant-derived melanin for extreme color protection and prevents color wash out while protecting hair from UVA, UVB & visible light including artificial light sources. Rinse resistant. Massage throughout wet hair and scalp. Rinse thoroughly. Follow with Bamboo Luminous Shine Conditioner for optimal results.