Why you REALLY need to try: Pureology

I am a passionate advocate of beauty products that are as kind on the environment and my body as possible, but am definitely not of the seaweed sandal, “I make my own moisturiser in the tub” sector of the society, preferring to leave that side of thing to the truly conscious experts out there. One of these experts is Jim Markham, who created the Pureology haircare line in Irvine, California in 2001. The very clever chap revolutionized colour care and gave it a conscience, launching the first 100 per cent Vegan formulas and ZeroSulfate shampoos for colour-treated hair to an eager audience of consumers much like myself. Jim identified a need among professional colourists and their clients for gentle, naturally-based products that deliver superior performance and keep your colour looking great for longer, and today, Pureology is the number one colour care brand in the USA. And as an added bonus, the company are committed to delivering superior hair colour care through the most indulgent products and services, while preserving and promoting environmental sustainability. 
The core values of Jim and his team have led the company to become one of the first prestigious haircare brands that embraces and pioneers sustainability. “We continuously strive to achieve the most decadent experience while preserving our environment with sustainable practices,” they say, which is about as eco luxe as it gets!
They have several systems on offer depending on your hair type, and right now I’m using SuperSmooth, which is colour care for unmanageable, colour-treated hair in need of intense smoothing and discipline as a result of multiple chemical processes. This system includes their patented AntiFadeComplex, which is a blend of potent antioxidants and full spectrum UVA/UVB sunscreens to maximise colour retention and protect from heat styling damage. It is also ZeroSulfate., meaning that it’s blissfully free of harsh colour-stripping sulfates and salts, making it the ideal partner for my regular Keratin Smoothing treatments. The shampoo and conditioner also both have yummy natural ingredients like Camellia Oil, Sesame Oil and Organic Shea butter for extra smoothing properties, as well as Geranium to intensify shine.
And last but by no means least, where can you get this magic stuff? Well I was put onto the brand by the gorgeous Louise Pilkington, owner of Servilles salon in Ponsonby Road. Drop by there if you’re in the neighbourhood, or got to the brand's website and check the salon locator to find a stockist near you.


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