Theorie's new Pure Professional line originated from the idea of the "power of pure, and nothing else."
The Pure Professional line is comprised of three formulas designed for restoring, smoothing and volumizing. Using a scientifically derived Elemental Botanical Complex, the full line contains shampoos, conditioners, treatment masks, a dry cleansing conditioner and layering hairspray. All products are free of parabens, phthalates and harsh additives creating the ultimate pure experience. The Smoothing line is also free of sulfates. Additional products will be available in 2017.
Each product is equal parts science and nature. Purified ingredients like sea kelp and quinoa proteins, camellia oil, monoi oil, lotus flower, rosewater and plum extracts deliver the ultimate in softness, shine and weightless volume.
Theorie is part of the HauteHouse umbrella, which contains hair care and styling brands ranging from professional tools to personal stylers.
“This is a breakthrough for us” says HauteHouse founder Charles Kline. “To meet the demand of professional stylists and salon owners, we’ve worked closely with our labs to create purpose-driven products that enhance the beauty and health of hair. Stylists will feel and see the difference in these products and their clients will reap the rewards.”
Pure Professional is now available in professional salons and retail locations throughout the country, as well as on www.yourtheorie.com.