Five new So Pure Color shades!

Inspired by nature's wild beauty.

Each shade is inspired by a different natural phenomenon. Made with top-notch organic ingredients - good for you, good for the planet.


Extreme makeover.

Meet the all-new Blend.

Let’s face it, this is 2016, and the Blend look was kind of 2000-and-late. From the packaging to the formulations, the range has been completely renewed and improved.


Effortless, straight hair for all.

Introducing our brand-new Keratin Straightening Rebonding System.

We know you love your curls and waves (so do we!), but if you feel like switching it up we’ve got just the thing.