With the ongoing platinum and pastel hair trends among influencers and celebrities, salon clients are also looking to professionals to recreate these ultra-blonde looks. To answer this call, PRAVANA recently introduced PURE LIGHT Ultra Lightener™, their highest lifting lightener that’s clinically proven to increase shine and softness of hair. It's formulated with REUNITE MENDING TECHNOLOGY which helps to restore hair from the inside out.

What is Reunite Mending Technology? Lightening services work by swelling the cuticle to allow lightener to enter the hair, leaving it in a drier, more fragile state. Reunite Mending Technology works by depositing amino acids, for added internal strength, and plant-derived polymers that mend the cuticle layer. Since Reunite Mending Technology adheres to the inner cuticle layer rather than coat the strand, hair is free of heavy residues that can weigh it down and is left with beautiful, natural shine. PURE LIGHT Ultra Lightener with Reunite Mending Technology also works with lightener, not against it, so stylists don’t need to factor in longer processing times, plus they have the ability to use their developer volume of choice.

During a photo shoot for the campaign, PRAVANA Collective Artists Chita Beseau and curl expert Leysa Carrillo demonstrated the ability of the new PURE LIGHT Ultra Lightener on two models with different hair textures, showcasing the lightener’s ability to lift up to 9 levels and leave hair smoother and shinier. 

 PURE LIGHT Ultra Lightener’s smooth, creamy formula is ideal for:

• Platinum blonde touch-ups

• Ultra blonding for hard-to-lift hair

• Pre-lightening for VIVIDS, especially when creating trending pastel shades

www.pravana.com