Founded originally by a British Ayurvedic therapist, It’s Pure became the UK’s first ever certified organic hair colour brand in 2011. Inspired by her travels to India and the transformative results she had seen on people’s hair, It’s Pure founder Tricia sought and developed the best quality ingredients into a unique range of colours.
Britain’s only brand of certified organic hair dye, It’s Pure colours are made entirely from botanical extracts and are free from PPD, ammonia, peroxide and all artificial chemicals, unlike mainstream dyes that can damage your hair,
The formulations use Ayurvedic herbs, such as henna and amla, have scalp-soothing properties and care for sensitive skin. They are nutrient-rich, provide active hair benefits, and can help restore dry or damaged hair. By coating your hair with pure plant pigments, the herbal colours give it strength, shine and volume.
The herbs in It’s Pure hair products come from a certified organic Fair & Wild grower in Rajasthan, India that uses advanced technologies to deliver incredibly pure extracts, free from contaminants.
The extracts are then blended in the UK at It’s Pure’s Soil Association certified laboratory in rural Suffolk, all powered by renewable energy.
It’s Pure is perfect for people who want to avoid conventional hair dye chemicals, have sensitive skin, are recovering from chemotherapy, are pregnant, or have dry or damaged hair.
Alongside beautifully pure colours that promote shine, volume and improve the condition of your hair, over the next 1-2 years.