Brightening Shampoo

Our Pure Care Brightening Shampoo is especially formulated to help brighten dull coats that lack that wonderful luster. This formula uses optical brighteners to enhance wanted colors and reduce dingy yellows. But how is this possible? Optical brighteners absorb violet light from the electromagnetic spectrum. The color is then re-emitted with a bluish hue. Blue being at the opposite end of the color wheel of yellow, diminishes this unwanted color while enhancing the white through an optical illusion. Whites are whiter and look absolutely brilliant while darker colors, closer to blue spectrum are made richer. The Ultra Brightening Shampoo contains no bleaching agents and will not damage the coat.