All about: the Pureology Strength Cure collection

I love the Pureology range of “good for you, good for your hair and good for the environment” range of high performance haircare products, which are amongst the best on the market for those that like their beauty with a conscience. Jim Markham created the Pureology haircare line in Irvine, California in 2001. The very clever chap revolutionized colour care and gave it a moral compass, launching the first 100 per cent Vegan formulas and ZeroSulfate shampoos for colour-treated hair to an eager audience of consumers much like myself. Jim identified a need among professional colourists and their clients for gentle, naturally based products that deliver superior performance and keep your colour looking great for longer, and today, Pureology is the number one colour care brand in the USA. And as an added bonus, the company are committed to delivering superior hair colour care through the most indulgent products and services, while preserving and promoting environmental sustainability. 
The core values of Jim and his team have led the company to become one of the first prestigious haircare brands that embraces and pioneers sustainability. “We continuously strive to achieve the most decadent experience while preserving our environment with sustainable practices,” they say, which is about as eco luxe as it gets!

They have several systems on offer depending on your hair type, the latest release being the Pureology Strength Cure collection, the first hair cure for what they have termed “micro-scarred, damaged, colour-treated hair”. Its beautifully luxe, super formula works by restructuring the hair from the core to provide velvety, smooth locks. The collection features their brand new “Asta-Repair” technology with Astaxanthin - a nature-derived antioxidant that ensures colour preservation even in the weakest hair fibre. Astaxanthin was first sourced for use by Fuji scientists in the film industry as a way to preserve the quality of light-sensitive particles in photographic films. Now, for the first time, the potent antioxidant has been used in a hair care range, and the results are apparently amazing.

Strength Cure’s formula envelops the hair’s strands in a smooth coating, to provide the perfect balance of strength and velvety softness, and the collection consists of five strengthening and repairing products. The star product - Strength Cure Fabulous Lengths - helps breakage-prone, colour-treated hair reach unimaginable lengths, and it is most definitely the one that got me excited. Far too many times I’ve lopped off my long locks for the sake of hair health and condition, but with this on board now I’m all for the big grow! Strength Cure Fabulous Lengths helps break through the hair growth plateau, the luxurious serum strengthening the fibre from within to decrease breakage and take colour and strength to new lengths. Magic!

Also in the range is a cleansing, reparative shampoo, a rich conditioner, restorative hair masque and the Split End Salve, which is a leave-in split end smoothing treatment with healing formula to help strengthen and prevent further damage.

The Strength Cure collection is available from selected professional salons from March 2014.