PRAVANA Launches 3 New Purple ChromaSilk VIVIDS Shades

Purple has permeated pop culture and is everywhere you look – from fashion and beauty, to music, movies, and virtual reality. The trendy hue keeps gaining popularity for its gender-neutral and inclusivity appeal, and its futuristic and technological feel.

In fact, WGSN and Coloro named Digital Lavender their 2023 Color of the Year, and just this month revealed Future Dusk, a dark purple-blue hue, as the Color of the Year for 2025. And of course, let’s not forget Pantone’s Ultra Violet and Very Peri Color of the Year shades.

In the hair color category, trailblazing professional brand PRAVANA – who pioneered the semi-permanent space 20 years ago – is now taking its VIVIDS purple portfolio to new heights with the new PRAVANA Digital Purple Palette, three cooler tone purple shades (Periwinkle, Grape, and Smokey Violet) for hair levels 8+, launching June 1st.

Inspired by the digital age and reflecting the phygital (physical and digital) worlds, these new additions extend PRAVANA’s purple spectrum to a total of seven shades. The new PRAVANA ChromaSilk VIVIDS Digital Purple shades can be used on their own or mixed with other VIVIDS shades for endless customization. The ChromaSilk VIVIDS Purple line provides long-lasting, rich color with brilliant shine that lasts up to 30 washes.

VIVIDS purple shades are the brand’s best-sellers. In 2022, one in every three PRAVANA VIVIDS product sold was a purple shade. VIVIDS Violet has been the #1 PRAVANA purple shade for more than five years in a row.

Mixing Tips

• Straight out of the tube: VIVIDS Purple can be used straight out of the tube for a quick and easy application.
• Mix with each other: VIVIDS Purple can be mixed with other colors to create a custom shade or layered for endless possibilities.
• Sheerer results: Clear-Dilute and Clear-Pastel can be used to make colors lighter or more pastel.
• Deeper results: Black Additive can be used to create custom shades, deepen and darken existing colors, or create a more intense black color.

Formulas

Check out three looks these PRAVANA Artists created using the new Digital Purple Palette:

Becky Betts (@The_Blonding_Rebel)

Lightening Formula

30g Pure Light Ultra Lightener + 60g 10 Volume Creme Developer

• Lighten to level 10.

VIVIDS Formulas

• Formula 1: ChromaSilk VIVIDS 30g Violet + 30g Wild Orchid
• Formula 2: ChromaSilk VIVIDS Grape 30g
• Formula 3: ChromaSilk VIVIDS Periwinkle 30g
• Formula 4: ChromaSilk VIVIDS Smokey Violet 30g

Section the hair by first isolating the fringe. Take a horizontal parting along the bottom of the occipital bone to create a nape section and divide the remaining hair into four quadrants—two in the front and two in the back.

Apply Formula 1 to the nape section from roots to ends. Create a “shine line” in the fringe by taking a thin slice at the bottom and applying Formula 2 to the first third, Formula 3 to the middle third and Formula 4 to the top third slightly overlapping each shade without blending them together. Take another thin slice and lay it right over the previously colored section and repeat until you have colored the entire fringe.

Moving to one of the front quadrants taking horizontal slices, apply Formula 2 as a shadow root, blending it into VIVIDS Formula 3 throughout the section. Pro Tip: Vary how much you drag the section down in each parting to create dimension in the hair. Repeat on the opposite back quadrant. Repeat on the other two quadrants, but change your formula to Formula 4 blended into Formula 3.

 

Kayla Boyer (@Kayla_Boyer)

Lightening Formula

30g Pure Light Ultra Lightener + 60g 20 Volume Creme Developer

• Lighten to level 9.

VIVIDS Formulas

• Formula 1: (Deep Purple) 90g ChromaSilk VIVIDS Grape + 10g VIVIDS Black Additive
• Formula 2: ChromaSilk VIVIDS 30g Smokey Violet
• Formula 3: ChromaSilk VIVIDS 15g Periwinkle + 15g Violet
• Formula 4: ChromaSilk VIVIDS 15g Periwinkle

Section the hair into 4 quadrants. Beginning in one of the quadrants, take vertical sections and apply Formula 1 to the top third of the hair, then apply Formula 2 to the middle third and apply Formula 1 to the bottom third, blending your transition points and creating a “shine line.” (Apply Formula 2 to the shine line sections nearest the face on each side.)

Repeat all the way around the head, always applying VIVIDS Formula 1 to the top and bottom thirds of the hair, but alternating VIVIDS Formulas 2, 3 and 4 for the shine line.

Lightening Formula

30g Pure Light Ultra Lightener + 60g 20 Volume Creme Developer

• Lighten to level 10.

Toning Formula

Platinum Toners 30g Platinum Smoke + 45g Zero Lift Creme Developer

VIVIDS Formulas

• Formula 1: (Deep Purple) ChromaSilk VIVIDS Grape
• Formula 2: (Medium Purple) ChromaSilk VIVIDS Periwinkle

Take a perimeter section from underneath the front part all the way around the head and clip the rest of the hair up and out of your way. Apply Formula 1 to the perimeter section from roots to ends and cover with foil to form a barrier.

Take down the rest of the hair and color melt Formula 2 into Formula 1 starting 4-6” above the ends of the hair. Pro Tip: Hold sections vertically when you color melt for a seamless blend.

To learn more about the new Digital Purple Palette, visit pravana.com.