If you’re in the mood for super on-trend hair colour but don’t want to commit to a specific shade, View, the new demi-permanent haircolour from Italian eco-friendly beauty brand Davines, has everything you want. Including incredible, non-stop shine!
Colours That Blend In
Demi-permanent hair colour is a fun way to play up your craving for Instagramable hair shades that gradually vanish six to eight weeks after they’re applied — roughly 15 to 20 shampoos–, so there’s no commitment on your part. None. Nada.
You’re free to change shades practically every time you go back to see your favourite colourist! What’s more, View hair colour from Davines can also be blended with different shades from the same line to create stunning multidimensional colour that give hair that coveted depth along with highlight effects, while beautifully livening up dull hair with incredible lustre.
Just looking for a hint of hair colour? Fret not! View is great for a simple hair gloss on natural, highlighted, or previously coloured hair to boost its shine. It can even be incorporated into a classic colour process service for added radiance and softness.
Now, you might be asking yourself: ‘how can colour actually do good things to my hair?’ In the world of professional hair care, if a colour formula has an acidic pH, it is delicate on the hair, reduces the risk of breakage, while providing mega-watt shine, moisture and softness. Everything you and your colourist want!
Organic Hair Colour
At Davines, focusing on eco-responsible solutions for the beauty industry is part of their DNA. In fact, the company was founded on the pillar of sustainability. At Davines, protecting the environment also means the products are effective, and enhanced with cutting-edge cosmetic technologies combined with an artisanal spirit.
All this means View is formulated with 88% to 93% natural ingredients, with almost 100% of them being entirely biodegradable. The bottles containing the formulas are made from recycled PET, while the carbon footprint of producing these same bottles is zero. So now you can indulge in beautiful coloured hair without worrying about having a negative impact on the environment.
You like the stuff you put on your body to be made with wholesome, natural ingredients, right? Us too! That’s why View is a no-ammonia hair colour that doesn’t have any of those scary parabens, PPDs (some people have had severe allergic reactions to this ingredient commonly used in hair colour), ammonia, silicones or sulfates, either. In fact, View is the very first professional hair colour formulated with olive oil to provide extreme shine, moisture and softness to your hair. Oh, and no unpleasant smells, either. View leaves on your locks a delicate fragrance of sage and honey.
A ‘green’ salon
Finding solutions to become more eco-responsible, while providing the best hair care, has always been a mission close to the heart of Pure salon. It’s one of the reasons we’ve become one of the biggest Davines salons in Montreal and partner with Greeen Circle Salons, a Canadian organisation specialised in recycling programs for hair and beauty salons. Their program has allowed us to repurpose and recover up to 95% of the resources that were once considered waste; materials such as hair, leftover hair colour, foils, color tubes, aerosol cans, paper and plastics.
“When we hear about the thousands of tons of plastic finding their way into our waterways and oceans every day, it’s more important than ever that each one of us plays an active role in protecting our precious resources and beautiful planet,” states Anna Pacitto co-owner of Pure salon and a Davines North America artist and educator.