NEW! It's Pure Colour Care Nourishing Conditioner

NEW! It's Pure Colour Care Nourishing Conditioner^Sale

Regular price $21.00

Healthy-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.

Whether 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.

Unlike 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.

Powered 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.

Why You'll Love It

Helps maintain colour vibrancy between dyeing
Suitable for all coloured hair types, including henna-treated hair
Helps protect against UV, heat and oxidative stress
Leaves hair soft, smooth and glossy without silicones
Helps reduce frizz and improve manageability
Lightweight hydration that won’t weigh hair down
Vegan and cruelty-free
UK made bottle made from 50%+ prevented ocean plastic
Certified COSMOS Organic and 100% natural

Proven Performance

In user trials:

81.8% of testers said the conditioner helped maintain their hair colour*
63% of testers found their hair needed less blow-drying time**
100% of testers declared the formula was non-irritant*

*Panel of 20 human testers including 27% with self-assessed sensitive skin.
**Panel of 11 volunteer testers.

Powered By Plant Science

Organic Argan Oil

Rich 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.

Melanin

A naturally protective active from date fruit that helps shield hair from UV-related colour fading and environmental stress.

Kale, Carrot & Brassica Proteins

Plant proteins that help condition the hair fibre, boost shine and improve the look of colour vibrancy.

Lysine Amino Acid Complex

A smart conditioning amino acid that helps support the hair cuticle, improving colour retention and helping colour stay looking fresher for longer.

Natural Lipid Moisture Shield

A plant-derived conditioning active (glyceryl oleate) that mimics hair’s natural protective layer to lock in moisture, smooth the hair surface and enhance gloss.

Amaranth Strength Complex

Rich 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.

INCI: 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)*Organic

Of total: 100% natural origin 48.19% organic

How To Use:

Apply to clean, wet hair and leave on for 2-5 minutes. Rinse thoroughly. Keep out of reach of children. For external use only.

Better conditioned hair

I’ve only used this a few times but I do believe it’s making my hair far less dry than it was. I will keep using it as I think it is better than any other conditioner I’ve used so far.

Wow such softness and no weigh down

I bought this as soon as dropped. I waited to use it until I coloured my hair. I love the colour care and how soft my hair feels. It rinses easily and my scalp feels nourished. I have curly hair. This does not weigh my hair down at all. So pleased with this. I’m in love.