Pureology are an American haircare brand who fall under the ever-expanding L’Oreal umbrella. Originally founded in 2001 by hairdresser Jim Markham, L’oreal acquired the luxury haircare brand in 2007. Each product from the carefully created haircare range has been uniquely developed to assist hair colourists in looking after their clients hair. Since the range proved extremely popular, it has now become assessable for people to use in the comfort of their own home. The most notable products in the range being their sulphate free shampoos with anti-fade complex. These wonder shampoos are fantastic for extending the life of coloured hair whilst also keeping it in tip-top condition. Pureology only develop 100% vegan formulas and claim to not test any of their products on animals. I reached out to L’Oréal to confirm this claim especially with regards selling their products to the Chinese market. I received a prompt response which detailed the following information:
“Only one exception prevails for L’Oréal just like all other cosmetic companies: the health authorities in China require some tests on animals for certain products or ingredients. For over 10 years, L’Oréal has been committed to working alongside the Chinese authorities and scientists to have alternative testing methods recognized, and permit the cosmetic regulation to evolve towards a total and definite elimination of animal testing. Thanks to this, since 2014, certain products manufactured and sold in China like shampoo, body wash or make-up are no longer tested on animals.”
Pureology also have a strong stance on maintaining sustainability and reducing their carbon footprint. They have actively reduced the amount of water consumed during their manufacturing processes, produce bottles composed of 50% recycled materials that are 100% recyclable and use only cartons (for transport) that are composed of 100% recycled fibres. All the plastic used in their product packaging is FDA approved.
Pureology are quite a new brand to me. I had my hair washed and blow dried in a hotel hair salon in Wexford last year who only use Pureology products. They are one haircare brand that had been on my bucket list to try so I was delighted to have had a little taste of the hydrating shampoo and conditioner applied to my hair in the salon. My hair looked and felt amazing afterwards but most importantly the products did not aggravate my scalp. I have been trying out numerous haircare brands over the past year but these will be the topic of a separate review. I was delighted when a brand new strength cure superfood treatment (yes that’s some name!) hair mask from pureology popped through my letterbox late last year. It honestly could not have come at a better time as my hair always needs an extra level of nourishment and protection during the harsh winter months. I have been applying the hair mask to my hair over the past 10 weeks so am now in the position of being able to accurately review it. Well express my opinion on it anyway.
Pureology strength cure superfood treatment mask – €31.80 for 170g
This transparent tub containing a creamy opaque mixture is packaged in simple but colourful packaging. I like how the plastic container is transparent in order to clearly see the contents inside. The masks consistency is somewhere between a cream and a gel. It is lightly scented with a pleasant fragrance consisting of a blend of bergamot, black currant, mandarin, rose and basil. It is also easily accessed via its screw top lid.
This mask has been developed to aid in the repair, look and feel of colour treated hair. It has been formulated using a number of natural ingredients from goji berry, olive oil to soybean and sunflower seed oil. Each one of these nourishing ingredients promoting repair and protective properties.
The directions stated on the product label indicate a small amount of product should be applied to the hair after shampooing. You know me and my slightly unorthodox way of applying beauty products means I sometimes make up my own directions. I had tried the ‘correct’/‘suggested’ method of application for a few washes but was not noticing anything out of this world. Well certainly nothing significantly different to the results I get from my normal conditioner. Anyway I choose to experiment with this treatment mask by applying a €2 coin sized amount of product to the lengths and ends of my (dry) hair a few hours prior to washing it. My first few attempts were not exactly futile. It took me a while to gauge how much product I should use to actively avoid my hair appearing greasy. I also had to play around with how often I applied it to my hair as I found too often resulted in product buildup. After conducting some research, I discovered applying a small amount of product once every 10-12 day’s in the above fashion resulted in my hair looking and feeling soft and shiny.
Overall I am very happy with this hair mask – when I apply it as a pre-shampoo treatment mask. Price wise it is expensive coming in at approx €32 but I feel I will get my use out of it during the winter months. I think it will be too heavy for my hair during the summer. Oh I forgot to mention that yes I do have colour treated hair. My hair is naturally a mid to dark shade of brown but I get a semi permanent dye put in my hair once every 10 weeks or so. This just adds a nice shine to my hair and is only a shade darker than my natural hair colour.