About Provoke
Provoke is a British hair care brand best known for its Touch of Silver range, the UK's number one purple shampoo. As the original purple shampoo on the British market for over 30 years, Provoke pioneered the category that has since become an essential for anyone with blonde, platinum, grey or white hair seeking to maintain cool, vibrant tones. Made by Keyline Brands Ltd, a UK company based in Hounslow, Provoke Touch of Silver uses a unique blend of violet and blue pigments to neutralise the brassy yellow and orange tones that naturally develop in lightened or grey hair. The formula also contains optical brighteners that add shine while removing unwanted warmth, restoring hair to its coolest, brightest state in just one wash. The Touch of Silver range has expanded beyond the original purple shampoo to offer a complete hair care system. This includes intensive conditioners that rebalance nourishment, colour care formulas for maintaining salon colour, and Brighten + Repair treatments for damaged blonde and grey hair. The brand positions itself as giving customers hair colour confidence with professional-quality results at affordable high street prices. Provoke continues to lead the purple shampoo category in the UK, available at major retailers including Boots, Tesco, Morrisons and Superdrug. The brand has maintained its market leadership by consistently delivering effective toning results that have earned it devoted customers who have used the products for decades.