Keune Hair Cosmetics
Keune Hair Cosmetics
Cruelty-free and vegan hair care

So Pure

Maximum hair results. Minimum planet impact.

As a family company, it’s our responsibility to leave the world better than we found it.

So meet So Pure. Our new refillable hair care range. Vegan, cruelty free and eco-friendly. The line is gentle to hair, kind to planet and will soon be shining in your bathroom. On our journey to a sustainable future, every bottle counts. Join the refill revolution and let’s get haired up for a sustainable future.

Something for everyone

The So Pure range consists of 4 product lines.

Keune Hair Cosmetics
Keune Hair Cosmetics


Shampoo, Conditioner

Blonde, gray, silver, or lavender hair? Keeping it cool is key. Literally. That’s why Cool products contain powerful purple pigments, which neutralize brassiness and refresh silver tones. Cool also contains acai berry extract, which is super rich in antioxidants and helps protect hair against oxidation and color fading.

Keune Hair Cosmetics
Keune Hair Cosmetics


Shampoo, Conditioner, Mask

When the thirst is real, reach for our Restore line to instantly quench dry, damaged hair. Packed with prickly pear extract, these products deeply hydrate each strand from the inside out. For hair that looks good and feels even better.

Keune Hair Cosmetics
Keune Hair Cosmetics


Shampoo, Conditioner

Oily scalp? Product build-up? Worried about pollution? Clarify products deeply cleanse without stripping. How it works? Detoxifying pomegranate helps remove dirt and product build-up. And our anti-pollution technology helps protect hair against pollution by preventing too many pollution particles from sticking to the hair.

Keune Hair Cosmetics
Keune Hair Cosmetics


Shampoo, Conditioner, Mask

So Pure Polish is your hair solution for frizz and fly-aways. As the name implies, these products polish hair until smooth. On top of that, they shield against humidity, so you can trust that hair won’t frizz, even during the sultriest of days. Infused with chia seeds, Polish also delivers much needed moisture to frizz-prone hair, helping shape and define it.

Media - So Pure how to refill

So Pure Refill

How to use

Pick your hair solution and product size. Cool, Restore, Polish, or Clarify. Shampoo or conditioner. Refillable bottles come in 400ml or 1000ml sizes.

Please note: these are empty when you buy them, so don’t forget your refill pouch containing the actual product!

1. Peel the sticker off your refill pouch.

You can label the contents of your refillable bottle with a handy sticker. Gently peel it off the refill pouch.

2. Place the sticker on your refillable bottle.

Place the sticker on the cap of your refillable bottle so you can see what it contains at a glance. Fill up your bottle and you’re good to go.

The 4 pillars


Buy a refillable shampoo or conditioner bottle once, then switch to refill pouches. You’ll use less plastic* without even having to think about it.


So Pure product formulas are based on sugar beet waste. Using what’s already there doesn’t just reduce waste, but sugar beet also has a beautifying, nourishing effect on hair. Talk about a win-win.


Concentrated shampoos and conditioners. Use less, get more? With these products: absolutely.

Carbon Neutral

We developed So Pure with the belief that every step in the life cycle counts: from production to formulas, transport, and packaging. And to compensate for our CO₂ footprint, we offset all unabated emissions with a certified carbon offset project.

*57% less plastic per mL based on six 400mL pouches, compared to former 250mL So Pure bottles.

Keune Hair Cosmetics
Keune Hair Cosmetics
Keune Hair Cosmetics
Keune Hair Cosmetics

So Pure is carbon neutral

When you make products, you have to consider the impact of the environment. Every step of the way. From production to formulas, transport to packaging. Here’s what we did to make the So Pure products certified carbon neutral.

Read more
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