Wella remains a world leader in colour innovation and the latest launch is no exception. Meet the new Pure Perfection. It’s based on the beauty dynamic of “clean” and “clinical”, where clean formulations meet clinically proven performance. Wella Professionals Pure Perfection is heralded as a new generation of permanent colour delivering pure, true-to-tone results without compromise. It is, says Wella, a breakthrough in permanent colour; Pure Perfection brings together clinically proven performance, and advanced metal science in an ammonia-free formula.
What a choice
Pure Perfection delivers pure colour results through a curated palette of 30 carefully crafted shades. Each is built upon a single, uncompromised major tone for exceptional tonal clarity and predictability behind the chair. Meeting a new benchmark in colour performance, Pure Perfection features a 0% standard: 0% ammonia, mineral oil, PPD/PTD (although be careful if you an allergy and still avoid), and fragrance. All while being clinically proven to reduce visible signs of damage and dermatologically tested for sensitive skin.
Pure Perfection delivers:
- Pure colour perfection: up to 100% gray coverage, a curated palette of 30 shades
- Clinically proven, reduces visible signs of damage**
- The new 0% standard: 0% ammonia, mineral oil, PPD/PTD (do not use if you have a known PPD/PRD allergy), and fragrance
Breakthrough technology
Backed by years of colour research, Wella scientists made a critical discovery: Metals naturally present in the hair, especially iron, play a major role in hair damage during ammonia-free permanent colouring.
Building on its pioneering expertise in metal science, Wella Professionals developed the Supercharged Metal Purifier, a unique technology specifically designed to target multiple metal types, including iron. Unlike standard systems that focus primarily on copper, this advanced technology helps control oxidative stress during the colouring process, supporting hair integrity and reducing visible signs of damage.
Hair Benefits
Thanks to its formula with Supercharged Metal Purifier, Pure Perfection delivers clinically proven results;
- +55% more shine
- +45% more smoothness
- +42% more nourished-looking hair
Co-created with Pros, designed for the chair. Pure Perfection is co-developed with the professional community, Pure Perfection performs where it matters most – behind the chair.
Pure Perfection introduces a new signature component in the Wella colour universe: each of the 30 shades is built on a single, uncompromised major tone – delivering a pure colour that is true to tone and expressed in its purest form.
Supported by a perfectly balanced neutral base, the shades mix with ease, behave predictably, and let their pure tonal identity shine with clarity.
Pure Perfection is dermatologically tested on sensitive skin, offers a comfortable scalp experience, and requires just one shampoo, saving time at the backwash while enhancing the client experience.
Be part of the new story
For further information visit www.wella.co.uk
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