Keune Haircosmetics relaunches the So Pure line with new 100% vegan shampoo, conditioner and hair mask formulas. The brand’s objective is to offer high quality results, with the lowest possible environmental impact. The refill system significantly reduces plastic waste and reinforces the Dutch brand’s commitment to finding more sustainable solutions within its operations.
Like all other Keune products, the So Pure line is not tested on animals and has carbon offsets to minimize the impact on the planet. Additionally, it uses certified natural ingredients and sugar beet waste, eliminating the need to grow new crops.
Each solution is accompanied by a refillable shampoo and conditioner, available in 400 ml or 1000 ml bottles. The new additions to the line feature 57% less plastic per mL considering six 400 mL refill packs, compared to the old 250 mL bottles of So Pure. The new, more concentrated formula allows the consumer to use less product to obtain the best result.
The So Pure line offers four distinct hair solutions:
So Pure Cool: eliminates yellowish tones and enhances the color of gray, blonde and platinum hair. This is because the line’s formula contains violet pigments that neutralize the yellowish tones of the hair, a common complaint from those with cooler-toned hair. Another ingredient to help protect color is açaí extract, which is rich in antioxidants and helps protect hair against oxidation and color fading.
So Pure Restore: To offer the necessary care for dry and damaged hair, the Restore line (Shampoo, Conditioner and Mask) deeply hydrates the strands from the inside out and with the help of prickly pear extract, leaves hair more beautiful and silky.
So Pure Polish: So Pure products leave hair with a polished and aligned texture. Furthermore, it protects against humidity, keeping frizz away even on the most humid days. With chia seeds, the products (Shampoo, Conditioner and Hair Mask) provide the necessary moisture for hair prone to frizz, leaving strands beautiful and defined.
So Pure Clarify: Relentless against dirt and oil, gentle on hair and scalp, products from the Clarify line (Shampoo and Conditioner) deeply cleanse without drying out hair. With pomegranate, a detoxifying ingredient, helps remove dirt and product residue. And with anti-pollution technology, it protects your hair by preventing pollution particles from adhering to the hair.