Whether you colour with henna, permanent dye, glosses or highlights, this nutrient-rich conditioner helps maintain tone, smoothness and shine while defending hair against the everyday causes of colour fade, including UV exposure, heat styling and dryness.
Unlike conventional conditioners that rely on silicones for instant slip, It’s Pure uses advanced plant-based technology to naturally smooth, soften and condition the hair fibre. The result is glossy, lightweight hair that feels healthier, stronger and easier to manage, without build-up.
Powered by organic oils, plant proteins and amino acids, the formula helps reinforce the hair cuticle, reduce frizz and improve moisture retention to keep coloured hair looking fresher for longer.
Why You'll Love It
- Helps maintain colour vibrancy between dyeing
- Suitable for all coloured hair types, including henna-treated hair
- Helps protect against UV, heat and oxidative stress
- Leaves hair soft, smooth and glossy without silicones
- Helps reduce frizz and improve manageability
- Lightweight hydration that won’t weigh hair down
- Vegan and cruelty-free
- UK made bottle made from 50%+ prevented ocean plastic
- Certified COSMOS Organic and 100% natural
Proven Performance
In user trials:
- 81.8% of testers said the conditioner helped maintain their hair colour*
- 63% of testers found their hair needed less blow-drying time**
- 100% of testers declared the formula was non-irritant*
*Panel of 20 human testers including 27% with self-assessed sensitive skin.
**Panel of 11 volunteer testers.
Powered By Plant Science
Organic Argan Oil
Rich in nourishing fatty acids that help combat dryness, one of the main causes of dull, faded-looking colour. Leaves hair softer, smoother and more luminous.
Melanin
A naturally protective active from date fruit that helps shield hair from UV-related colour fading and environmental stress.
Kale, Carrot & Brassica Proteins
Plant proteins that help condition the hair fibre, boost shine and improve the look of colour vibrancy.
Lysine Amino Acid Complex
A smart conditioning amino acid that helps support the hair cuticle, improving colour retention and helping colour stay looking fresher for longer.
Natural Lipid Moisture Shield
A plant-derived conditioning active (glyceryl oleate) that mimics hair’s natural protective layer to lock in moisture, smooth the hair surface and enhance gloss.
Amaranth Strength Complex
Rich in proteins and peptides to help strengthen fragile, colour-treated hair while supporting softness, resilience and easier styling. Also helps reduce drying time, limiting exposure to heat from blow dryers.
INCI: Aqua, Brassica Alcohol, Brassicyl Valinate Esylate, Glycerine, Helianthus annuus (sunflower) seed oil*, Melanin, Shea butter ethyl esters, Hydrolyzed Kale, Carrot and Lemon Proteins, Sunflower Lecithin*, Argania spinosa kernel oil*, Glyceryl laurate, Rosmarinus officinalis leaf extract*, Aloe barbadensis leaf juice powder*, Amaranthus caudatus seed extract, Citrus aurantium dulcis peel oil expressed*, Sodium Levulinate, Lavandula angustifolia oil*, Rosmarinus officinalis leaf oil*, Sodium Anisate, Cetearyl alcohol, Zea Mays (Corn) Starch, PCA glyceryl oleate, Sclerotium gum, Lysine, Pentylene Glycol, Glyceryl Caprylate, Levulinic acid, Lactic acid, Limonene, Linalool (in the essential oils)*Organic
Of total: 100% natural origin 48.19% organic
