We formulate It’s Pure hair colour with these pure Ayurvedic herbs that provide active hair benefits - volume, shine and conditioning - in addition to durable colour.


Organic emblica officinalis (amla) powder


Organic cassia auriculata (cassia) powder


Organic lawsonia inermis (henna) powder

indigo  Organic indigofera tinctoria (indigo) powder

neem  Organic azhadiracta indica (neem) powder

rhubarb  Organic rheum palmatum (rhubarb root) powder

  Organic acacia concinna (shikakai) powder

tumeric  Organic curcuma longa (turmeric) powder


And nothing else!

We guarantee that It’s Pure is free from PPD, ammonia, peroxide, resorcinol and all artificial chemicals. 

It's Pure is also WHEAT FREE.

All It’s Pure products are 100% natural and certified to Soil Association Cosmos organic standards.

The herbs are grown on Fair for Life certified farms. 

It’s Pure is Vegan and Cruelty-Free.

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