THE PRODUCTS FORMERLY KNOWN AS CARE LINE.

We dropped the 'Line'. It's cleaner.

Renewed, relaunched. For beautiful, healthy hair.

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Five new So Pure Color shades!

Inspired by nature's wild beauty.

Each shade is based on a different natural phenomenon. Made with top-notch organic ingredients - good for you, good for the planet.

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Effortless, straight hair for all.

Introducing our brand-new Keratin Straightening Rebonding System.

We know you love your curls and waves (so do we!), but if you feel like switching it up we’ve got just the thing.

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