FROM FRIZZY AND REBELLIOUS TO STRAIGHT
The Pure Straight professional straightening treatment is the ideal solution for those who want to transform their hair from frizzy, curly, wavy and rebellious to straight and silky with a long-lasting straight hair set. Restores and softens the hair fibre. It gives body, hydration, softness and vitality to dry and damaged hair, to make it visibly brighter, more resistant and bouncier. After the treatment, the hair will finally be tamed, smooth and silky for a long time.
The Pure Straight straightening treatment is ideal for all hair types, and is aimed to change from curly, wavy, frizzy and unruly to smooth, soft and silky hair. Natural curly or wavy: For those who want to change their look and go from curly to straight. After the straightening treatment, the hair will be healthy, smooth and soft. | Frizzy and puffy: With humidity, the hair tends to swell, thus ruining the look of the hair set. The straightening treatment removes the unwanted frizz effect and tames unruly hair. | Bleached or chemically treated hair: Heavily treated hair tends to grow brittle. The dry and porous surface of the hair absorbs humidity, ruining the hair set. Pure Straight seals the cuticle making the hair healthy, bouncy and impermeable to humidity.
LONG-LASTING SMOOTH EFFECT
After the treatment, the hair will be visibly transformed, from frizzy and rebellious to smooth and silky.
ELIMINATES THE FRIZZ EFFECT
It seals the hair cuticle, protecting it from humidity, avoiding the return of frizz, even on extremely wet days.
TAMES AND DETANGLES
Puffy and frizzy hair is visibly tamed, allowing for maximum combability and a reduction in styling times even in subsequent washes.
GIVES STRUCTURE TO THE HAIR
Creates a protective film on the hair that strengthens its structure, giving it bounce and preventing breakage.
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The straightening agent present in “Pure Straight Active Gel” is glyoxylic acid. Acts deeply together with the hair’s amino acids, breaking the disulphide bonds in the protein structure of hair to create new ones in a more elongated, smooth shape. A hair straightener used at high temperatures then fix the obtained result.
Soy has a high content of protein, lipids and vitamin E. It has a filming, antioxidant, conditioning and protective action. For these properties it has been used since ancient times for hair care. It smooths the cuticles and helps to rebuild the surface of the hair fibre. The hair appears bouncier, more manageable and easy to comb, with long-lasting shine and definition
Obtained from the cold pressing of the seeds of the precious Australian plant, Macadamia oil, rich in moisturising, regenerating and elasticising substances such as oleic, palmitoleic, linoleic acid and vitamin E, is ideal for improving health and hair appearance. Fights frizz, nourishes dry and brittle hair and counteracts the tendency to breakage and the formation of split ends. The result: soft, hydrated and shiny hair.
AT HOME MAINTENANCE
To ensure that the straightening treatment lasts over time, it is essential to take specific care of your hair. Without the right care and products suitable for washing, the hair will quickly lose the benefits obtained from straightening.
IN THE FIRST 72 HOURS:
Do not wash your hair for 72 hours after the treatment. Avoid spending time in overly humid environments. Do not use hair dryers at hot temperatures- curling irons and straighteners. Do not style your hair in ponytails, braids or other hairstyles. Do not use styling products.
Always use the Pure Straight line specifically designed to maintain the straightening treatment for a long time. Protect the hair from moisture. Wash the hair immediately after contact with salt water or chlorine
Specific shampoo for Pure Straight maintenance, with soy proteins and macadamia oil, for long-lasting silky smooth hair. The formula is free from sulphates, gently cleanses the hair without damaging the straigthening treatment. The acidic pH restores the normal physiological pH of the hair, which will feel soft and extremely light.
Wet the hair with lukewarm water. Distribute the shampoo evenly and massage thoroughly. Rinse abundantly. Repeat if necessary.
Sulphates are molecules with the function of “anionic” surfactants, i.e. chemicals which, by producing foam and emulsifying, remove greasy substances from the surface of the hair. Pure Straight Shampoo is free from these surfactants so as not to remove the protective film created by the straightening treatment. This way the treatment remains active longer!
Nourishes and protects
Taming mask with soy proteins and macadamia oil specific for the maintenance of the Pure Straight treatment. Thanks to its acidic pH, seals the hair cuticle protecting it from moisture, leaving it smooth, tamed, silky and shiny.
Towel-dry the hair to remove excess water. Distribute the mask over the entire lengths. For better distribution, divide the hair into locks. Gently massage the cream into the hair to make it penetrate. Leave in for 5 minutes and comb through. Rinse thoroughly with warm water.
bergamot, litchis, raspberry The fragrance opens with a sparkling note of bergamot combined with fruity notes of litchis and raspberry.
iris, jasmine, lotus flower The heart is an explosion of floral notes with iris, jasmine and lotus flower.
cedar wood, vanilla, white musk It warms up on the base with a mellow, woody cedar note, an oriental vanilla note and an enveloping white musk note
download the Pure Straight brochurePURE STRAIGHT TREATMENT