What’s New

After two long years of lockdowns and smaller gatherings, 2022 will be a year when big summer weddings come back full swing. If you’re a bride, it’s your time to shine with a memorable look. Which includes, of course, a ‘wow’ hairstyle that fits with your look and personality! But before you decide on that show-stopping look, hairstylists always recommend choosing the dress before settling on the hairstyle since the type of gown will influence everything else. Also, take intoRead more

Even if it’s not your first big party — let’s face it, you’re a pro at applying your lashes in the backseat of your ride —, you want your grad ball to be extra special. Which means a stunning ‘fit, and the makeup and hairstyle that are going to complement it. Cue in your fave playlist and you’re ready to sashay your way into your next TikTok dance. It’s all about the details. Prom hair is the main character inRead more

Move over, beach waves! Another big hairstyle is coming for spring 2022 and it has everything to do with an ultra-smooth, shiny finish. And it’s aptly called ‘liquid hair.’ No, it’s not the first time we’ve been seeing ultra-shiny hair. In 2018, it was all about “glass hair,” which was super slick, super straight and had that sharp, sheetlike straightness. But this time around, high-wattage hair is a little softer and with plenty of fluid movement that catches the lightRead more

Being comfortable showing darker roots and spacing out hair colour appointments is done and done. Time for a fresh start! That’s why “expensive brunette” is the hair colour trend you’re going to absolutely love, now that we’re more than halfway through the colder season. Here’s why: It’s all about showing off healthy and super shiny hair paired with deep and delicious darker shades infused with light and dimension. And just what we need to get us through the finishing lineRead more

OK, we don’t need to change years to jumpstart good hair routines, but it sure helps to stay motivated when we have 12 months in front of us to do it! At Pure, here are some great ideas to help keep your hair beautiful all through the new calendar year, depending on your unique type of hair.  Hair Profile: Double-Processed Blonde  Deep conditioning once every two weeks with a nutrient-rich mask should be at the top of your list to minimizeRead more

Ah… It’s that time of the year again for (small) get-togethers and everything merry! But before you go overboard getting presents for everyone and making sure they’re all happy – an impossible task –, it’s important to take care of yourself and to pamper your hair because it does need an extra dose of love, when the air is dry and it must endure multiple temperature changes. Remember, too, that you’ll most likely want to style your hair a littleRead more

Hitting ‘refresh’ on your curls is a must, even if you have naturally curly hair, since this comes with its own set of challenges. Do dryness, frizziness or unruliness ring a bell? There you go! And if your hair isn’t naturally curly, that’s ok too, here are our best hairstylist tips to keep curls springy and well defined. Curls are one of the best beauty assets, just as fab in the summer with the beach curl vibe, and during theRead more

Ah, yes. That beauty dilemma that makes you want to give organic, sustainable and natural hair products a try, but you’re still hesitating because you’re worried they “might not be as performing” as others. Hmmm…  Well, maybe it’s time to finally toss that myth aside for good!  Let’s take a look at why you, your hair, and the planet, deserve the best, healthiest option when it comes to maintenance and style.  But, first, what is really sustainable hair care? Basically,Read more

Now that we’re looking forward to reconnecting socially IRL, having beautiful hair becomes more relevant than ever. And a colour refresh is just what you need for the change of season. Whether you want no-maintenance roots or a straightforward single process, we’ve got you covered with the new look you’ll love this Fall at Pure! Shadow Roots If you feel it’s time to move away from the super pale, beach blondes, of late summer but still want the luminosity thatRead more

If you bleach or colour your hair often and use a lot of hot tools to style it, chances are parts of your hair are now dry, brittle and a little damaged. Although new hair colour technologies have evolved to minimize damage, and formulations are boosted with advanced nutrients, any process that lightens hair (also known as ‘bleach’) strips the natural pigment in the cuticle and that can lead to dry, damaged strands. Perms and chemical straightening services also breakRead more