It's Pure

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, Tricia sought and developed the best quality ingredients into a unique range of colours.


Today, 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.

How we do it

We blend them here in the UK at our Soil Association certified laboratory in rural Suffolk, all powered by renewable energy. .

Our mission

Alongside beautifully pure colours that promote shine, volume and improve the condition of your hair, the team at It’s Pure delight in bringing you a growing range of all-natural care products for healthier hair.

Whether it’s helping you hide grey, achieve a new colour, or just promote youthfulness of your hair, we’ve got you covered.
Explore our products

Sign-up for our newsletter and receive 10% discount on your first order.

We send tips & offers once a week and you can opt out at any time.

Update cookies preferences