IRVINE, Calif.—Pureology introduced its Hydrate Collection, a vegan hair care line designed for dry, color-treated hair. It contains the company's Anti Fade Complex®, a blend of antioxidants and full spectrum UVA/UVB sunscreens including heliogenol, plus vitamins C and E. In addition, the collection features a multi-weight protein complex made with soy, oat and wheat. Each bottle features the latest FDA-approved, 50 percent post-consumer recycled High-density polyethylene (HDPE) materials for environmental sustainability. For secondary packaging, Pureology decreased the amount of cardboard and uses Forest Stewardship Council (FSC) certified cardboard boxes made from 100 percent recycled fibers. Pureology also added educational messages to these boxes, reminding purchasers to recycle the box and providing tips on how they can conserve water. Pureology's shampoo and conditioner bottles are 100 percent recyclable.
The line includes:
- Hydrate Shampoo: Sulfate-free, salt-free, color-preserving formula derived from coconut, corn and sugar with rose, sandalwood and green tea extracts.
- Hydrate Condition: Formulated with jojoba esters, shea butter, peppermint, sage and rosemary extracts and peppermint and corn mint essential oils.
- Hydrate LightCondition: Formulated with jojoba esters, shea butter, peppermint, sage and rosemary extracts and peppermint and corn mint essential oils.
- Hydrate HydraWhip: Formulated with avocado, shea, jojoba and mango butters, peppermint, sage and rosemary plant extracts and an aromatherapy blend of rose, plumeria, sandalwood, amber and vanilla.
- Hydrate ShineMax: This product is formulated with multi-weight silicones, a selected blend of some of the most technologically advanced silicones. It also contains a mushroom blend (Shiitake, Mannentake and Mucor Miehei) and an aromatherapy blend of bergamot, orange blossom, thyme, cardamom and cinnamon.