The ‘Magic’ Drugstore Shampoo Stylists Love for Keeping Gray Hair Fresh Is Nearly 40% Off for Prime Day

No surprise here, but the beauty deals from Amazon’s Prime Day are on fire. Hair care is particularly hot, with stylist-beloved brands (Olaplex!Living Proof!Chi!) discounted down from their normal luxury prices. This includes the “magic” anti-brass So Silver Shampoo (originally $40, now $25) from Matrix, which is now 38 percent off for the Prime Day event, and is adored by professionals for its silver-shining superpowers.

Matrix, So Silver Purple Shampoo — $25.00

Originally $40, now $25

Purple shampoo works by neutralizing yellow tones in the hair, which is why so many people swear by it for keeping their blonde tresses from turning brassy. What you may not realize, though, is that these formulas can also make a world of difference in diminishing dullness in gray hair, too. “On the color wheel, purple is the opposite of yellow,” Michael Dueñas, celebrity hairstylist and founder of Veluer Creative, previously told Well+Good. It masks the yellow tones to leave a “whiter, brighter color showing through; it lives on top of the hair and is similar to using a semi-transparent stain on wood.”

These days, there are plenty of purple products on the market for you to choose from, but this one gets the stylist stamp of approval. “This [shampoo] is one of the few that I’d recommend—it actually works at reducing brassiness and adding that silvery hue to both blonde and grey hair, but it’s a very nourishing formulation,” says Courtney Resch, stylist and owner of Ashen Salon in La Jolla, CA. “It hydrates and repairs while also achieving that color goal, which is super important! It also smells amazing.”

Not only is it a stylist favorite, but this stuff has 31,000 5-star ratings on Amazon. “I love that I can go around town and people ask who did my hair and I can share that this comes from a shampoo bottle,” writes one reviewer, while another simply says, “it’s like magic.”

So if you’re looking for a dose of silvery shine in your hair, and are hoping to eradicate some yellow while also maintaining your hair health, now’s your chance to do so at a major discount.

Keep in mind that the shampoo is color depositing, so be sure to wear gloves and watch the clock so you don’t end up with purple hands or streaks in your hair. The brand’s conditioner, on the other hand, is simply nourishing and neutralizing (no dye), so you’re all good when you’re ready for that creamy rinse. Snag the shampoo on Amazon now.

Check out more epic July sales and deals—all curated by W+G editors—here.