White, gray, and blonde hair: natural anti-yellowing routine

White, gray, and blonde hair have a common enemy: yellow undertones. Caustic, demineralized, exposed to UV rays and pollution, they dull and yellow over time. Here's how to neutralize them naturally, without drying out the hair fiber.

Why yellow undertones appear

The main cause of yellowing in white, gray, and blonde hair is oxidation.

Oxidation is a natural phenomenon that occurs when the hair fiber is exposed to oxygen, UV rays, pollution, or metals present in water. Over time, these aggressions slightly alter the structure of keratin, the protein that makes up hair. The fiber gradually loses its shine and reveals warmer undertones, sometimes yellow or coppery.

White, gray, and blonde hair is particularly susceptible to this phenomenon. As they contain little to no melanin, they have less natural protection against external aggressions. The slightest deposit or oxidation then becomes much more visible.

Several factors accelerate this phenomenon:

• UV rays: they degrade hair proteins and promote the appearance of warm undertones.
• Pollution: fine particles and free radicals accentuate the oxidation of the hair fiber.
•  Limescale and metals in water: they deposit on the hair, dull its color, and amplify yellowing.
• Natural aging: with the disappearance of melanin, hair becomes more porous and more vulnerable to external aggressions.

Purple shampoo or natural brightener?

"Purple" or "silver" shampoos use purple pigments to visually neutralize yellow undertones. Highly concentrated in pigments, they are generally designed as occasional treatments. Used too frequently, some can dry out the hair fiber or leave a very cool, sometimes almost bleaching effect.

Our approach is different.

The Illuminating Shampoo naturally reveals the hair's luminosity thanks to a high concentration of naturally derived active ingredients. Its natural formula is gentle enough to be used with every wash, as a true daily treatment. It helps to gradually neutralize yellow undertones while nourishing the hair fiber, to preserve a luminous, natural, and radiant white or blonde, without an artificial effect.

The 2-step Illuminating routine

1. Wash with the Blonde & White Illuminating Shampoo — cleanses and illuminates
2. Nourish with the Illuminating Conditioner — seals cuticles and prolongs shine

Or opt directly for the 2-step Blonde & White Illuminating Ritual.

Blonde, white, and gray hair range

Maintain white and gray hair without drying it out

White and gray hair fiber is finer and more porous. It needs hydration and nourishment, not stripping.

• Ideally, wash a maximum of twice a week
• Shampoo twice with each wash.
• Use lukewarm water, never hot
• Apply conditioner to lengths and ends
• Complete your ritual by protecting your hair from external aggressions and heat with the High Protection Serum
• Store your products in the rechargeable case

Victoires de la Beauté: our award

Our blonde, white, and gray hair range was recognized at the Victoires de la Beauté 2025-26 in the "Responsible" category. An acknowledgment of the high standards of our natural formulas.

→ Our Beauty Victory

Go further

For a detailed analysis of yellow undertones: Neutralize yellow undertones without drying out the hair fiber.

Refills: Illuminating Shampoo refill · Illuminating Conditioner refill

Article written by Claire Flandin, co-founder of Maison Jearom.