That's It Grey Pride Shampoo enhances white, grey or bleached hair with it's richly pigmented formula. With the latest fashion for grey hair, Grey Pride will add cool tones to your hair, but will leave it healthy looking and vibrant with its phyto-keratin formula. Directions; Apply to wet hair, Lather and leave for a 1-3 minutes. Rinse thoroughly. Caution: This product may stain some surfaces.