Pureology introduces NEW Pure Volume System




Pureology reformulates Pure Volume system and introduces Instant Levitation Mist


Pureology announces the reformulation of its Pure Volume system with the addition of NEW Instant Levitation Mist, a breakthrough heat-protective spray that weightlessly elevates fine colour-treated hair for 24 hours of magnificent volume. The new system has lighter-weight formulas that maximize volume for fine, colour-treated hair.

  • 1 With use of Pure Volume Shampoo and Instant Levitation Mist
  • 2 AntiFadeComplex: Exclusive blend of potent antioxidants and full spectrum UVA/UVB sunscreens including Heliogenol, plus vitamins C & E

“Many of my clients with fine or flat hair come into the salon looking for new ways to add volume and body without leaving hair sticky, and stripping their colour,” says Natasha Sunshine, Pureology Artistic Ambassador and owner of Pureology’s Flagship Salon, Byuti. “The reformulated Pure Volume line addresses the specific needs of fine and flat hair by increasing density and reducing breakage while preserving my clients’ beautiful colour.”

The reformulated system features Pureology’s AntiFadeComplex®2 to neutralize free radical damage and maximize colour retention, while fortifying wheat protein and refreshing eucalyptus help stimulate the scalp and add shine. Flexible thickeners weightlessly elevate fine colour treated hair and add fullness and body to the hair. The Pure Volume system features a fragrance of apple, citrus, blackcurrant and amber notes.

This system includes a full range of products that are designed to offer colour protection and magnificent volume while infusing hair with lightweight moisture. All four products deliver long-lasting volume through a 3-prong approach to maximizing volume:

CLEANSE: Delicate purifiers remove greasy oil buildup generated by the excess sebum that weighs the hair down, and provide maximum respect for weakened fine hair fibers. Roots can freely lift up, allowing hair to achieve greater volume.

THICKEN: New flexible thickeners lock the conditioning agents for longer lasting softness, instantly increase the diameter of the hair while lifting the roots and create a mirror-like reflecting surface.

REPLENISH: Eucalyptus & wheat protein provide targeted care and strength to weightlessly restore hair fibers, even out the hair surface to reduce tangling and breakage and provide an invigorating sensorial effect. Wheat protein fortifies while eucalyptus leaf extract, a known astringent, helps remove any buildup, leaving hair lighter and fuller.

For optimal results, use Pure Volume Condition immediately following Pure Volume Shampoo and apply allover from roots to ends.

Weightlessly cleanse and elevate fine colour-treated hair with this concentrated volumizing shampoo. ZeroSulfate formula with the exclusive AntiFadeComplex® gently cleanses and leaves hair with magnified volume while offering colour protection.

Feather-light conditioning formula replenishes hair and magnifies volume. Contains fortifying wheat protein, eucalyptus and the exclusive AntiFadeComplexto provide majestic extra volume, shine and colour retention.

Builds body and bounce to fine, colour-treated hair. Formulated with fortifying wheat protein and eucalyptus to ease blow-drying while infusing hair with extra volume. The exclusive AntiFadeComplex provides optimized colour retention.

A new addition to the Pure Volumesystem, this menthol-infused, heat-protective formula features fortifying wheat protein and eucalyptus to stimulate the scalp and provide root lift and all-over fullness. The exclusive AntiFadeComplex®provides optimized colour retention.

About Pureology Serious Colour Care
Pureology offers a complete collection of haircare and styling products that enhance and protect colour vibrancy while ensuring improved condition and healthy shine. From concentrated Zero Sulfate Shampoos to our conditioners, masques and stylers, each and every product contains the exclusive Anti Fade Complex® to maximize colour retention from start to finish and deliver our promise of Longer Lasting Hair Colour GUARANTEED!® For more information visit and like Pureology on Facebook. Please note, Pureology products can only be guaranteed authentic when purchased from a salon. We request that you do not credit drugstores, “beauty websites” or other unauthorized retailers.

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