Hydrate
For dry, color-treated
Deep moisture for hair that drinks it up — softness and shine without weighing color down.
Shop Hydrate →Pureology · at Studio 1 since 2014
Pureology.
100% sulfate-free, vegan, and concentrated for color-treated hair. The salon standard for keeping color vivid and hair healthy — wash after wash.
100% sulfate-freeVeganColor-protectingConcentrated
The lines
Find your formula.
Strength Cure
For damaged or breaking
Rebuilds and fortifies over-processed, fragile hair while protecting your color.
Shop Strength Cure →Color Fanatic
For everyone with color
The cult multitasking spray — primes, protects, and preps before styling.
Shop Color Fanatic →
Bestsellers
Shop Pureology.
Each scored to your hair by Vi. Authentic, salon-direct — the full line.
Why we carry it
Pureology was sulfate-free before sulfate-free was a trend. For color-treated hair, that matters: sulfates strip tone and fade your investment. We've carried it since 2014 because it does exactly what it promises — and our licensed-salon authority means every bottle is authentic, never gray-market.
Pureology vs Redken — which is right for you? →Not sure which Pureology product is right for you?
Vi scores every line against your hair — color history, dryness, damage — in just a few clicks.
Frequently asked questions
Which product should I start with?
Start with the hero product for your concern — usually a treatment or targeted shampoo. Not sure? Ask Vi for a personalized recommendation based on your hair type.
How long until I see results?
Most customers notice a difference within 2-4 washes. Bond-repair treatments show results after the first use. For long-term transformation, stay consistent for 4-6 weeks.
Can I mix this brand with other brands?
Absolutely. We specialize in building cross-brand routines — combining the best products from multiple professional brands based on what your hair actually needs.
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