Loreal Paris Elvive Colour Protecting Shampoo 90ml

L’Oréal Paris Elvive Colour Protect Shampoo is a salon-quality colour care shampoo specifically designed for coloured and highlighted hair. Powered by a dual-action system of Pure Vitamin Cg (Ascorbyl Glucoside) and UV Filters, it forms a protective shield around the hair fibre to defend colour against the everyday aggressors that cause fading — including UV rays, heat styling, and repeated washing. With consistent use, the formula preserves 84% of hair colour even after 40 washes and 200 hours of UV exposure, keeping colour looking as vibrant and radiant as it did on day one. Suitable for all hair types and textures, including straight, wavy, curly, and coily hair.

At the heart of this formula is Ascorbyl Glucoside — a stabilised derivative of pure Vitamin C widely recognised in skincare for its potent antioxidant properties — now applied to haircare. It neutralises free radicals and oxidative damage triggered by UV exposure that would otherwise break down the colour molecules in the hair fibre, causing visible fading and dullness over time. The UV Filter (Ethylhexyl Salicylate) works alongside it to physically intercept UV rays before they reach the hair shaft, providing a sunproof and waterproof barrier that keeps colour locked in and vibrant. Together, this Vitamin Cg and UV Filter complex delivers a comprehensive anti-fade system that goes beyond conventional colour shampoos.

The formula is further enriched with Dimethicone and Amodimethicone, which coat and smooth the hair cuticle for a visibly glossy, frizz-free finish that enhances colour luminosity. Guar Hydroxypropyltrimonium Chloride conditions and detangles the hair during washing, making strands easier to manage, softer to the touch, and less prone to breakage. A blend of gentle surfactants — Sodium Laureth Sulfate, Cocamidopropyl Betaine, and Coco-Betaine — effectively cleanses the scalp and hair of buildup, excess oil, and environmental residues without stripping the hair’s natural moisture or colour integrity.

• Clinically proven — preserves 84% of hair colour after 40 washes and 200 hours of UV exposure
• Pure Vitamin Cg (Ascorbyl Glucoside) — powerful antioxidant protection against free radical colour damage
• UV Filters — sunproof and waterproof shield that blocks UV rays from reaching the hair fibre
• Dimethicone + Amodimethicone — smooths the hair cuticle for brilliant shine and enhanced colour vibrancy
• Guar Hydroxypropyltrimonium Chloride — conditions, detangles, and softens coloured hair during wash
• Gentle surfactant blend — cleanses effectively without compromising colour or moisture balance
• Suitable for all hair types and textures | Ideal for coloured, highlighted, and chemically treated hair
• By L’Oréal Paris | Made in France | 90ml

How To Use: Apply to wet hair and work into a rich lather by massaging gently into the scalp and through the lengths of the hair. Rinse thoroughly with water. For best results, follow with Elvive Colour Protect Conditioner. In case of contact with eyes, rinse immediately and thoroughly with water.