“Clean” beauty brand Innersense Organic Beauty has expanded into professional hair color with the launch of Color Purity. 

With as many as 38% of color users experiencing some form of irritation or reaction due to hair dye, and a heightened risk for professional colorists, Innersense says its Color Purity is setting a new standard for “clean, safe and high-performance” hair color systems, per the brand.

Born from five years of development and nurtured in salon environments, Color Purity is crafted to prioritize performance without compromising health and wellbeing, per the brand.

“Innersense is committed to pushing the boundaries of clean beauty without sacrificing performance,” said Greg Starkman, cofounder of Innersense Organic Beauty. “With Color Purity, we’re not just launching a new product line; we’re introducing new color chemistry that creates a new standard in professional hair color – one that prioritizes both stylist and client health and the planet. We believe that stylists and clients alike deserve nothing less than exceptional results without compromise.”

True Color Shades 

The Color Purity Collection includes 40 oxidative True Color shades plus opacity-adjusting White, five clean developers and two pure brilliance lighteners in cream and powder formulations. True Color’s Adaptive Dye Blends are customized by shade, allowing them to be fully intermixable across all tonal families. 

When mixed with Innersense’s revolutionary Clean Developer, True Color can achieve permanent, demi-permanent and high-lift results. Embodying Innersense’s commitment to sustainability, all shades are intentionally designed to work together, allowing for easy customization while elevating the color experience and eliminating the need for a second demi line.

True Color’s Adaptive Dye Blends include innovative 2MD chemistry, a gentler replacement for traditional PPD and PTD dyes. 2MD Technology limits the sensitizing potential of color, improving the salon experience without compromising on results.

In addition to the innovative color line, Innersense offers a range of education options to support stylists, including virtual and in-salon support led by Innersense Color Purity Educators. To enhance the learning experience, the brand is launching the Color Purity App for Color Education, providing valuable resources at stylists’ fingertips.