{"product_id":"new-its-pure-colour-care-nourishing-conditioner","title":"NEW!  It's Pure Colour Care Nourishing Conditioner","description":"\u003cdiv id=\"message-list_1778681851.204519\" aria-setsize=\"-1\"\u003e\n\u003cdiv\u003e\n\u003cdiv aria-roledescription=\"message\"\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\u003cb\u003eHealthy-looking shine, softer lengths and longer-lasting colour, new It's Pure Colour Care Conditioner is a high-performance certified organic formula designed to help lock in dye after colouring, while protecting vibrancy wash after wash.\u003c\/b\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cb\u003e\u003cb\u003e\u003cspan style=\"text-decoration: underline;\"\u003e\u003c\/span\u003e\u003c\/b\u003e\u003c\/b\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cp data-end=\"654\" data-start=\"153\"\u003eWhether 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.\u003c\/p\u003e\n\u003cp data-end=\"944\" data-start=\"656\"\u003eUnlike 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.\u003c\/p\u003e\n\u003cp data-end=\"1142\" data-start=\"946\"\u003ePowered 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.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\n\u003ch3 data-end=\"1166\" data-start=\"1144\" data-section-id=\"11jcyy1\"\u003eWhy You'll Love It\u003c\/h3\u003e\n\u003cul data-end=\"1586\" data-start=\"1168\"\u003e\n\u003cli data-end=\"1215\" data-start=\"1168\" data-section-id=\"58q6oj\"\u003eHelps maintain colour vibrancy between dyeing\u003c\/li\u003e\n\u003cli data-end=\"1284\" data-start=\"1216\" data-section-id=\"17iq3aa\"\u003eSuitable for all coloured hair types, including henna-treated hair\u003c\/li\u003e\n\u003cli data-end=\"1338\" data-start=\"1285\" data-section-id=\"tlh8xr\"\u003eHelps protect against UV, heat and oxidative stress\u003c\/li\u003e\n\u003cli data-end=\"1394\" data-start=\"1339\" data-section-id=\"9ozfc3\"\u003eLeaves hair soft, smooth and glossy without silicones\u003c\/li\u003e\n\u003cli data-end=\"1441\" data-start=\"1395\" data-section-id=\"kem5xh\"\u003eHelps reduce frizz and improve manageability\u003c\/li\u003e\n\u003cli data-end=\"1492\" data-start=\"1442\" data-section-id=\"6a9a22\"\u003eLightweight hydration that won’t weigh hair down\u003c\/li\u003e\n\u003cli data-end=\"1542\" data-start=\"1493\" data-section-id=\"x0n3fk\"\u003eVegan and cruelty-free\u003c\/li\u003e\n\u003cli data-end=\"1542\" data-start=\"1493\" data-section-id=\"x0n3fk\"\u003eUK made bottle made from 50%+ prevented ocean plastic  \u003c\/li\u003e\n\u003cli data-end=\"1586\" data-start=\"1543\" data-section-id=\"7pwhf4\"\u003eCertified COSMOS Organic and 100% natural\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cb\u003e\u003c\/b\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\n\u003ch3 data-end=\"2694\" data-start=\"2673\" data-section-id=\"1ds9r65\"\u003eProven Performance\u003c\/h3\u003e\n\u003cp data-end=\"2711\" data-start=\"2696\"\u003eIn user trials:\u003c\/p\u003e\n\u003cul data-end=\"2909\" data-start=\"2713\"\u003e\n\u003cli data-end=\"2787\" data-start=\"2713\" data-section-id=\"1n94xhs\"\u003e81.8% of testers said the conditioner helped maintain their hair colour*\u003c\/li\u003e\n\u003cli data-end=\"2852\" data-start=\"2788\" data-section-id=\"r47x7a\"\u003e63% of testers found their hair needed less blow-drying time**\u003c\/li\u003e\n\u003cli data-end=\"2909\" data-start=\"2853\" data-section-id=\"10117fy\"\u003e100% of testers declared the formula was non-irritant*\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp data-end=\"3023\" data-start=\"2911\"\u003e*Panel of 20 human testers including 27% with self-assessed sensitive skin.\u003cbr data-end=\"2990\" data-start=\"2987\"\u003e**Panel of 11 volunteer testers.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\n\u003ch3 data-end=\"1620\" data-start=\"1593\" data-section-id=\"basfsj\"\u003ePowered By Plant Science\u003c\/h3\u003e\n\u003ch4 data-end=\"1643\" data-start=\"1622\" data-section-id=\"1pvzfpk\"\u003eOrganic Argan Oil\u003c\/h4\u003e\n\u003cp data-end=\"1802\" data-start=\"1644\"\u003eRich 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.\u003c\/p\u003e\n\u003ch4 data-end=\"1815\" data-start=\"1804\" data-section-id=\"1n7dvfu\"\u003eMelanin\u003c\/h4\u003e\n\u003cp data-end=\"1924\" data-start=\"1816\"\u003eA naturally protective active from date fruit that helps shield hair from UV-related colour fading and environmental stress.\u003c\/p\u003e\n\u003ch4 data-end=\"1962\" data-start=\"1926\" data-section-id=\"65to5g\"\u003eKale, Carrot \u0026amp; Brassica Proteins\u003c\/h4\u003e\n\u003cp data-end=\"2066\" data-start=\"1963\"\u003ePlant proteins that help condition the hair fibre, boost shine and improve the look of colour vibrancy.\u003c\/p\u003e\n\u003ch4 data-end=\"2097\" data-start=\"2068\" data-section-id=\"grl9k9\"\u003eLysine Amino Acid Complex\u003c\/h4\u003e\n\u003cp data-end=\"2245\" data-start=\"2098\"\u003eA smart conditioning amino acid that helps support the hair cuticle, improving colour retention and helping colour stay looking fresher for longer.\u003c\/p\u003e\n\u003ch4 data-end=\"2280\" data-start=\"2247\" data-section-id=\"9a49we\"\u003eNatural Lipid Moisture Shield\u003c\/h4\u003e\n\u003cp data-end=\"2424\" data-start=\"2281\"\u003eA plant-derived conditioning active (glyceryl oleate) that mimics hair’s natural protective layer to lock in moisture, smooth the hair surface and enhance gloss.\u003c\/p\u003e\n\u003ch4 data-end=\"2455\" data-start=\"2426\" data-section-id=\"1dh5pan\"\u003eAmaranth Strength Complex\u003c\/h4\u003e\n\u003cp data-end=\"2666\" data-start=\"2456\"\u003eRich 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.\u003c\/p\u003e\n\u003cb\u003e\u003cbr\u003eINCI\u003c\/b\u003e: 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)\u003cbr aria-hidden=\"true\"\u003e*Organic\u003cbr\u003e\u003cbr\u003e\u003cb\u003eOf total: \u003c\/b\u003e\u003cb\u003e100% natural origin \u003c\/b\u003e\u003cb\u003e48.19% organic\u003c\/b\u003e\u003cspan\u003e \u003c\/span\u003e\n\u003c\/div\u003e\n\u003cbr\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv id=\"message-list_1778681867.213139\" aria-setsize=\"-1\" aria-labelledby=\"primary-D02R7PKLLS0-1778681867.213139-sender primary-D02R7PKLLS0-1778681867.213139-message_text primary-D02R7PKLLS0-1778681867.213139-alt_text primary-D02R7PKLLS0-1778681867.213139-date_time primary-D02R7PKLLS0-1778681867.213139-reaction_count primary-D02R7PKLLS0-1778681867.213139-reply_count primary-D02R7PKLLS0-1778681867.213139-link_count primary-D02R7PKLLS0-1778681867.213139-attachment_count primary-D02R7PKLLS0-1778681867.213139-has_draft_reply primary-D02R7PKLLS0-1778681867.213139-pinned_state primary-D02R7PKLLS0-1778681867.213139-edited_state primary-D02R7PKLLS0-1778681867.213139-later_state primary-D02R7PKLLS0-1778681867.213139-broadcast_state primary-D02R7PKLLS0-1778681867.213139-broadcast_thread_root_message primary-D02R7PKLLS0-1778681867.213139-translated_state\"\u003e\n\u003cdiv aria-roledescription=\"message\"\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003ch4\u003e\n\u003cstrong\u003eHow To Use\u003c\/strong\u003e:\u003c\/h4\u003e\n\u003cdiv\u003eApply to clean, wet hair and leave on for 2-5 minutes. Rinse thoroughly. Keep out of reach of children. For external use only.\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e","brand":"It's Pure","offers":[{"title":"Default Title","offer_id":57513563914623,"sku":"E0711","price":18.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0607\/6602\/7915\/files\/odyliquewebimages_49.jpg?v=1778672238","url":"https:\/\/itspure.co.uk\/products\/new-its-pure-colour-care-nourishing-conditioner","provider":"It's Pure","version":"1.0","type":"link"}