Cruelty-free and vegan hair care

So Pure

Maximum hair results. Minimum planet impact.

Meet So Pure. Our new refillable hair care range. Vegan, cruelty free and eco-friendly. The line is gentle to hair, kind to planet and will soon be shining in your bathroom.

On our journey to a sustainable future, every bottle counts. Join the refill revolution and let’s get haired up for a sustainable future.

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How to use

Pick your hair solution and product size. Cool, Restore, Polish, or Clarify. Shampoo or conditioner. Refillable bottles come in 400ml or 1000ml sizes.

Please note: these are empty when you buy them, so don’t forget your refill pouch containing the actual product!

1. Peel the sticker off your refill pouch.

You can label the contents of your refillable bottle with a handy sticker. Gently peel it off the refill pouch.

2. Place the sticker on your refillable bottle.

Place the sticker on the cap of your refillable bottle so you can see what it contains at a glance. Fill up your bottle and you’re good to go.

The 4 pillars

Refill

Buy a refillable shampoo or conditioner bottle once, then switch to refill pouches. You’ll use less plastic* without even having to think about it.

Repurposed

So Pure product formulas are based on sugar beet waste. Using what’s already there doesn’t just reduce waste, but sugar beet also has a beautifying, nourishing effect on hair. Talk about a win-win.

Concentrated

Concentrated shampoos and conditioners. Use less, get more? With these products: absolutely.

*57% less plastic per mL based on six 400mL pouches, compared to former 250mL So Pure bottles.