Alas, a new online challenge has surfaced and this time the only thing at stake is better hair — if you’re blonde is feeling a little brassy.

The “Purple Shampoo Challenge” has taken off on the TikTok platform and its not really a challenge but more of a trend. What’s involved? Users just pour purple shampoo onto their heads hoping it will change the color or look of their hair color.

If you color your hair blonde you’re probably rolling your eyes — thinking these people are idiots. Purple shampoo acts as a mild toner that helps tone down the brassiness. Allure says, purple shampoo isn’t really designed to provide any kind of radical transformation.

Clairol’s Clairol Professional’s Shimmer Lights, which seems to be the popular choice among users is intended to “tone down brassiness in blonde or gray hair.” While Redken says their product’s purple pigment “keeps your blonde beautiful” by keeping “undertones at bay.”

Forget about the research, TikTok users with all sorts of hair colors are trying out the “Purple Shampoo Challenge” regardless. Posts featuring the hashtags #PurpleShampoo and #PurpleShampooChallenge have garnished a mere 70 million views.