Vegan and natural hair products

Vegan hair care and coloring

So Pure

Natural balance for pure hair wellness

As a family company, it’s our responsibility to leave the world better than we found it. So Pure is our way of contributing to a greener future. Made with love for hair and the planet. Developed with the belief that every step in the product chain counts: from production to formulas, transport, and packaging. Being sustainable isn’t about completely changing the way we work.

The So Pure line took first place at the Dutch Beauty Awards 2023-2024 in the "Green hair care" category.

The So Pure hair care products are...

Naturally Derived
Gluten-Free
Silicone-Free
Reduced Plastic
Sulfate Free*
Cruelty Free
No Artificial Dyes**
Vegan
Concentrated***

*Shampoo only ** with the exception of cool ***Shampoo en conditioner only.

Natural hair care

Keune So Pure's hair care products have active plant ingredients that smell wonderful. They create a feeling of relaxation and are ideal for people who suffer from a sensitive scalp. In addition, all these natural products are vegan, reduced in plastic and are 100% cruelty-free.

Natural hair dye

Keune So Pure also offers natural hair dye that is ammonia-free. A gentle and effective way to color and lighten hair with beautiful shades. Keune So Pure hair dye offers up to 100% gray coverage and long-lasting colors. The mild and effective formula also contains coconut-based phytokeratin so that colors do not stain the scalp.