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Natural balance for pure hair wellness

So Pure

We believe that what you use on your hair is as important as what you put into your body.

Natural balance for pure hair wellness

Hair is a very important – and beautiful – part of our body. And as such, many of your clients are careful about what they prefer to use. Vegan-friendly, pure and organic ingredients are key to Keune So Pure.

Your clients (and your stylists!) will also appreciate how lovely and fresh So Pure products smell, as you surround them with the natural aromas of essential plant oils – including jasmine, sandalwood, palmarosa and ylang-ylang.

A complete range

Refreshing color, care and style

A complete range of products that are 100% vegan and celebrate nature. So Pure by Keune offers discerning clients everything from color and care to a complete range of styling products. And people naturally appreciate the value of the special ingredients we’ve blended into each so Pure product.

Our sulfate-free shampoo is ultra foamy, yet doesn’t strip hair’s natural oils – it gently cleans with plant extracts. Easy to mix and apply, So Pure Color’s 50 intermixable shades contain no ammonia, for delicate results. And the organic Moroccan Argan Oil featured in So Pure products protects, styles, conditions and more.

"Life is so much better when you take great care of yourself. It simply means making conscious choices and knowing exactly what goes into the things you choose to use."Joanne van Hoeflaken, education manager
Natural ingredients

Plant extracts and essential oils

Let’s start with the ingredients we left behind. So Pure does not contain parabens. There are no sulfates in our So Pure shampoos – instead, we use guar gum and coconut oil. And So Pure colors are ammonia-free.

What did we include? So Pure products contain certified organic plant extracts, including rich avocado, soothing chamomile, cooling mint and rosemary, and revitalizing lavender oils. Quinoa protein repairs hair from the inside out.

For moisture, shine and protection, all So Pure products are enriched with certified organic argan oil. And the color formulas contain phytokeratin to repair hair, and nourishing coconut for hair and scalp health. So Pure Energizing features ginger and lemon, to stimulate the scalp.


Gentle cleansers and conditioners that deeply moisturize hair and scalp. With ylang ylang and palmarosa essential oils.

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Refreshing cleansing and conditioning products to balance and cool the scalp. With mint and rosemary essential oils.

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Nourishing cleansers and conditioners to restore damaged hair. With ylang ylang and palmarosa essential oils.

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Uplifting treatment system to thicken hair and prevent loss. With ginger and lemon essential oils.

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Soothing cleansers and conditioners designed for sensitive scalps. With chamomile and lavender essential oils.

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Color Care

Rich cleansers and conditioners to keep colored hair looking salon-fresh. With jasmine and sandalwood essential oils.

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Scalp-clearing cleansers and conditioners to remove and prevent flakiness. With tea tree and lavender essential oils.

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Plumping cleansers and conditioners to volumize fine, limp hair. With lemon and palmarosa essential oils.

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Moroccan Argan Oil

Rich oil blends to deeply nourish and moisturize, leaving hair soft and glossy. Naturally sourced.

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Super-effective stylers to create and emphasize texture. With lovely natural fragrances.

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