I'm a Beauty Editor Who Believed Purple Shampoo Was Useless—After Testing Over 10 Formulas, This Is the One I…

      Indeed, working as a beauty editor can be glamorous, yet it is certainly not a straightforward job. The market is inundated with millions, potentially billions, of products, many of which make claims that appear too good to be true. Therefore, I can't fault Who What Wear beauty editor Emma Walsh for adopting a skeptical attitude towards blonde haircare. After all, that’s part of her role! "I used to think blonde haircare products like purple shampoos, masks, and sprays were useless,” Emma, a natural blonde with highlights, recently confessed to me. "How could they significantly impact my hair when they’re only on it for a brief time?" Despite her previous disappointments with various blonde haircare products, she decided to test the Kérastase Blond Absolu collection for research purposes—and she quickly discovered that, when executed correctly, this category isn’t merely another beauty trend: "Each product brings me closer to achieving the blonde of my dreams." Emma’s only complaint about Kérastase is that she didn’t find it sooner.

      **Premium Salon-Quality Ingredients**

      Emma, who describes herself as an ingredients enthusiast, was excited about Blond Absolu even before trying it. "One glance at the label, and I instantly recognized this line was exceptional," she exclaimed. "The formulas feature antioxidant-rich vitamin C and vitamin E, along with hyaluronic acid—the same components found in skincare products, which I found so impressive!" Every Kérastase product also includes ultraviolet pigments that eliminate brassy tones, making them particularly ideal for blondes, whether they are natural, bleached, or highlighted.

      **Effortless Maintenance**

      Her appreciation for the entire Kérastase line grew as she discovered how seamlessly it could fit into her beauty routine, both in and out of the shower. It has even simplified one of her biggest (and most costly) haircare practices: visiting the salon for touch-ups approximately every eight weeks. "With my maintenance routine, I've gone up to five months between coloring appointments," Emma shared. Additionally, it does more than enhance her color, she noted. "Beyond neutralizing brassy tones and preserving my brightest blonde, Blond Absolu helps to hydrate my hair and minimize frizz."

      **Superior Protection**

      As a California native, Emma understands the need for additional care for her blonde hair, so she takes full advantage of the complete Kérastase Blond Absolu collection. "I'm telling you, don’t stop at the purple shampoo!" she recommended. "Kérastase also offers an illuminating conditioner, a hydrating serum, and my favorite product: the Blonde Guard Hydrating Wonder Shield Leave-In Spray ($50). I adore it because it protects not only against heat styling but also from sun exposure, chlorine, and salt water, ensuring my blonde looks vibrant and beachy all year round."