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Aveda Reformulates its Shampure Nurturing Shampoo and Conditioner to Be Silicone-Free.

March 21, 2019 | 12:15 PM

Instead of using synthetic silicones to get the slip and softness of a normal shampoo and conditioner, Aveda's Shampure Nurturing Shampoo and Conditioner are now formulated with Abyssinian oil, a natural silicone alternative that provides weightless nourishment and adds a natural luster to all hair types without greasiness.

“Our research showed that Shampure guests were looking for silicone free hair care that was nourishing and offered detangling benefits, but was still lightweight. Because of that, we switched to Abyssinian oil, which is a natural silicone alternative with many benefits for the hair,” explained Justina Mejia-Montane, Aveda’s Vice President of Product Development & Innovation.

Shampure Nurturing Shampoo and Conditioner infuse hair with Aveda’s calming, 100% naturally derived Shampure aroma with 25 pure flower and plant essences, including certified organic lavender, ylang ylang,
petitgrain and orange.

The shampoo and conditioner are safe for color-treated hair and can be used on all hair types, but are ideal for fine to medium hair. And, like all Aveda products, are 100% cruelty free so they’re never tested on animals.

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