Now there’s a ‘smart new take’ on color-treated hair when it comes to care, style that is youthful looking and color that no longer fades in-between salon visits.

Colure True Color Care is more than a vegan and organic product system – it’s a whole new culture and category for the color-treated consumer and professional colorist tired of product brands that don’t ‘hold true’ to lasting color-wear and healthy-looking tresses. Today, the choice is clear for a luxury, performance hair color care. Prepare the canvas first and then preserve and protect the original color.

The COLURE collection of hair color care is vegan, cruelty free, organic, free of sulfates, parabens, perfumes, dyes, petrolatum, wheat and soy. COLURE’s Zero Color Fade Technology uses advanced ingredient technology to leave the integrity of the intended color Illustrious and fashion-rich with absolutely no color fading or brassiness.