Colour

We use a blend of herbs including henna, indigo, cassia, amla and shikakai to achieve the different shades of It’s Pure’s hair colour. Indigo (darker shades) and cassia (golden tones) coat your hair for a few weeks, while henna bonds with the hair’s keratin to give a deep, intense and almost permanent colour.

Condition

Amla, henna and shikakai, provide vitamin E, proteins and other nutrients to the hair. As the herbs are left on the hair on for a couple of hours during the colouring process, these nutrients absorb well, maximising the conditioning effect. Indigo is also known for its detangling properties.

Strength

Henna seals the cuticle, repairing breaking and damage, including split ends. It is the dye of choice for many people with more brittle or dry hair, and certainly of those of Afro-Caribbean descent, whose hair is often very fragile.

Shine

Henna smooths the hair cuticle, promoting glossiness and shine. Amla is rich in antioxidants that work to support the hair’s natural defences against UVA & UVB rays and hair-dulling pollution.

Scalp-soothing

All the Ayurvedic herbs we use have scalp-soothing benefits. Henna and indigo have antimicrobial properties. which can help prevent scalp infections and fungal-induced dandruff.

Volume

Indigo can make your hair thicker, and promote hair growth. Henna’s synergistic effect with the hair’s keratin helps plump the hair strand, creating an illusion of thickness and fullness that improves the look of even very fine hair. The herbs’ scalp-soothing nature also makes for happier hair follicles, and optimal conditions for new hair growth.

Non-Allergenic

It’s Pure dye is suitable for people with allergies to synthetic dyes (again we recommend a patch test to check as sometimes people can be allergic to natural ingredients).

Henna-based hair dye is usually suitable for people undergoing chemotherapy and is the only hair colour recommended by the NHS (from month 3 of pregnancy). - But please do check with your doctor and always do a patch test before colouring your hair.