Joico LumiShine Demi-Permanent Liquid Hair Color in 7BV Blue Violet Medium Blonde delivers vibrant, long-lasting color while gently enhancing your hair’s natural shine. This easy-to-apply formula refreshes your tone with a stunning blue-violet hue, perfect for medium blonde hair. Nourishing ingredients protect your hair's health, leaving it soft, radiant, and beautifully balanced without the commitment of permanent dye. Transform your look with rich, luminous color that fades gracefully, giving you the flexibility to experiment with confidence.