The new Pureology was introduced online in June on Pureology.com and at SalonCentric, and will be fully available in August at Ulta and Amazon.com. Also in August, Pureology will launch en masse on Sephora.com.
The new Pureology boasts a reduction in carbon footprint during sourcing of ingredients and raw materials, increased water conservation through concentrated formulas, and 95% post-consumer recycled plastic packaging that is 100% recyclable. Further, Pureology formulas are paraben- and mineral oil- free.
According to Pureology, the high-performance, high-lather formulas, and experiential fragrances are what have set Pureology’s Sulfate-Free line apart. The new Pureology consists of more than 30 SKUs—including shampoos, conditioners, treatments and styling products—organized by desired benefit: hydration, strength, smoothing, toning, volume and texture & hold.
All Pureology products are made without sulfates, parabens, animal products or by-products, and animal testing. Also, they are packaged in 95% post-consumer recycled plastic that is 100% recyclable.