Ingredients

We formulate It’s Pure hair colour with these pure Ayurvedic herbs that provide active hair benefits - volume, shine and conditioning - in addition to durable colour.

Organic emblica officinalis (amla) powder

Organic cassia auriculata (cassia) powder

Organic lawsonia inermis (henna) powder

indigo Organic indigofera tinctoria (indigo) powder

neem Organic azhadiracta indica (neem) powder

rhubarb Organic rheum palmatum (rhubarb root) powder

Organic acacia concinna (shikakai) powder

tumeric Organic curcuma longa (turmeric) powder

And nothing else!

We guarantee that It’s Pure is free from PPD, ammonia, peroxide, resorcinol and all artificial chemicals.

It's Pure is also WHEAT FREE.

All It’s Pure products are 100% natural and certified to Soil Association Cosmos organic standards.

The herbs are grown on Fair for Life certified farms.

It’s Pure is Vegan and Cruelty-Free.