Back in 2001, Pureology was created with two ostensibly incompatible ideals – vegan, sustainable, eco-conscious haircare that would look, feel and smell glamorous with professional-level efficacy. You see, back in the dark ages at the beginning of the millennium, clean and green existed, but with noticeable sacrifices in aesthetic performance. Pureology not only succeeded in merging these two seemingly divergent philosophies, but they were also at the forefront of elevating the quality of available haircare the consumer experience.
General Manager Candy Gephart sums up Pureology’s mission, whether used at home or in the salon. “It’s that moment of feeling undeniably beautiful and confident that Pureology aims to preserve from the inside out, from salon visit to salon visit.” With so many of us lacking access to a salon at this unprecedented time, choosing the proper hair care that not only improves the condition of our hair but lifts our spirits and fills our senses is more vital than ever.
Pureology altered the roadmap and conception of how eco-conscious beauty looks and feels while staying true to its integrity and values. The only difference is that it’s 2020 and Pureology has stepped up its commitment to sustainability and environmental altruism. The rebranded Pureology avows a further reduction in carbon footprint that starts with the sourcing of ingredients and raw materials, augmented water conservation through concentrated formulas, and 95% post-consumer recycled plastic packaging that is 100% recyclable. All this while retaining the high-performance, high-lather, and fragrant botanicals that consumers and salon professionals have come to adore and expect.
The new branding consists of more than 30 SKUs – including several new releases, including the Hydrate Soft Softening Treatment. Destined to become the brand’s stellar product, Hydrate Soft nourishes and softens dry, color-treated hair with key ingredients of Shea Butter and Almond Oil along with an intoxicating aromatherapy blend.
The new Pureology is now available at ULTA and Amazon and will launch at Sephora in August.