Colour too bright or just want to switch up your look? Gently lower colour intensity with Keracolor Fade Effect Colour Fading Shampoo. This clever colour fading shampoo is designed to instantly fade, dull and help erase direct dye pigment. No damaging bleach! A vitamin C infusion creates maximum gentle colour lift, while deeply nourishing keratin, biotin and coconut oil fortify hair. This is an ultra-gentle alternative to bleach which allows hair to fade gradually in preparation for colour change or to bring down the intensity of bright colour.