Nexxus Color Assure Shampoo for Color Treated Hair with Citric Acid, 16.5 fl oz

Hair is made up of protein. Every touch, every treatment, every style you love—it all rewrites your hair’s protein. When protein is damaged, hair’s look and feel is compromised. That’s why Nexxus uses protein science not just to repair hair but to restore its ability to perform. It isn't about one perfect hair day. It's about a lifetime of healthy hair, built strand by strand. Hair color fading is tied to the integrity of your hair’s protein structure. Every exposure to physical, thermal, or chemical stress weakens keratin structures, making hair more vulnerable over time. Color treatments—like bleach, highlights, and dyes—with high pH can raise the cuticle and expose the inner cortex, leaving hair vulnerable to breakage and tonal irregularity.