What’s New

Hair comes in many shapes, and no matter which types of locks you sport, finding out how the other half lives is always tempting. However, no matter how you style your hair, there are some realities associated with straight, wavy and curly hair that need to be understood and cared for. Blame it on your DNA Whether your hair is stick straight or full of corkscrew curls, you have your genes to thank. Scientists once thought that the curliness of hair wasRead more

A family business, the Davines Group was founded in Parma, Italy, in 1983 by the Bollatis. Initially, the company was a research facility producing high-end hair care products for global cosmetic companies. Ten years later, Davines began crafting its own brand of hair care products exclusively for salon professionals, with a focus on high-quality formulas scientifically engineered to deliver results while expressing Davines’ distinctive style and spirit. Davines products are absolutely unique in the world of hair care and hairRead more

Wouldn’t you love your hair to look everyday like you just stepped out of the salon? Silky smooth, big bouncy curls, and a stunning shade you just need to post with a selfie… Of course, hair professionals take the utmost care in creating the most beautiful look that will fit your style and your personality, and they also craft splendid custom shades (impossible to recreate unless you train with the most sought-after master colourists in the world….). But once youRead more

This season, it’s all about Millennial Pink! This joyful new pastel injects a heady dose of pretty, and looks amazing with some silvery tones added on for a sophisticated style. In fact, metallic pastels are one of the hottest hair colour trends right now! Not crazy about pink? Go for minty green instead, or seafoam blue. And if you’re in the mood for a truly uplifting hair colour that packs a lot of punch, go for Blorange, a multidimensional velvetyRead more

Looking for smoother, frizz-free hair? Keratin hair-straightening services are now offered at Pure salon! Keratin, a protein naturally present in human hair, is applied throughout the hair and then sealed with a flat iron. This technique creates smoother, frizz-free, controllable hair, and can be used to target specific texture areas. Keratin recreates a new outer casing on the hair cuticle, making each strand more resistant to breakage. While it helps create smoother hair, it does not eliminate curls; bringing youRead more