It's Pure is for anyone wanting great hair colour without the concerns of chemical dyes.
It's Pure is the only Soil Association certified 100% organic hair colour brand in the world. The dyes are genuinely natural; free from PPD, ammonia, peroxide, resorcinol and metallic salts.
The organic plant actives actively help condition your hair, boosting volume and shine. And they achieve genuinely outstanding results. Colour typically lasts for 3-4 weeks.
The dyes are also used by those with allergies to harsh chemical (synthetic) products.
Founded by a British Ayurvedic therapist, It's Pure dyes are based on fairly traded Henna and other Ayurvedic herbs. They are extracted by advanced technologies to deliver incredibly pure extracts, free from contaminants. It's Pure is made in the UK to stringent purity and quality standards.
Beautifully pure colours for healthier hair - choose from 9 gorgeous shades from Golden Blonde to Indigo Black.