All about: Pureology’s Hydrate Air Dry Cream and Hydrate Sheer

It doesn’t take much for me to have a rave about the Pureology and styling range, mainly because it’s so damn great as well as being good for you and the planet. Their high performance haircare products are quite simply amongst the best on the market for those that like their beauty with a conscience. 
Jim Markham created the Pureology haircare line in Irvine, California in 2001. The very clever chap revolutionized colour care and gave it a moral compass, 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, the latest release being additions to the Pureology Hydrate collection. For those that like things natural but contained, Hydrate Air Dry Cream allows hair to dry quickly and effortlessly without blow drying. I have waaaay too much hair  - and it’s winter! – to have tried it myself just yet, but the word on the street is that it keeps frizz at bay like a charm, which gets a big tick from me.
To accompany the launch of Hydrate Air Dry Cream the brand has introduced Hydrate Sheer – an addition to the existing Hydrate Range – made up of Hydrate Sheer Shampoo and Conditioner. I have been using the combo for a few washes and am thus far seriously impressed – I have a lot of hair but its fine and coloured, and this helps it untangle like a dream. 
The Hydrate Sheer range is formulated specifically for finer hair and is infused with jojoba, green tea and sage. Unlike traditional hydration systems that can be better suited to normal or thick hair, the Hydrate Sheer system is tailored for hair of a finer density with a silicone free formula that doesn’t weigh the hair down. Like the rest of the Pureology range, Hydrate Sheer features the patented AntiFadeComplex and ZeroSulfates to keep your hair colour vibrant for longer, making expensive salon visits a little less frequent if you’re watching your wallet. 
Highly recommended and in store now, Pureology’s Hydrate Sheer Range and Hydrate Air Dry Cream are available from all Pureology salons and stockists starting at RRP$39.00.


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