Utilizing Nexxus' exclusive PROTEINFUSION blend, Nexxus Color Assure Shampoo has been expertly crafted to prolong the vibrancy of color-treated hair. Our sulfate-free formula effectively cleanses while replenishing nutrients to enhance color vibrancy. To achieve optimal results, apply to wet hair, massage into a rich lather, and rinse thoroughly. For extra nourishment, follow with Nexxus Color Assure Conditioner. Our team of scientists conducted Proteomics studies, revealing that the primary cause of color loss and dullness is hair coloration. With this knowledge, we have developed a unique blend featuring Elastin Protein and Quinoa, among other ingredients, to create Color Assure formulas that provide long-lasting color vibrancy for up to 40 washes.