Wella Professionals launches Pure Perfection, a new range of ammonia-free permanent hair color, available in a palette of 30 shades. What’s new about the formula? Supercharged Metal Purifier technology is designed to control multiple types of metals present in the hair fiber and to reduce the visible signs of damage associated with coloring.*
Pure Perfection combines professional performance with a formula free of ammonia, mineral oil, PPD/PTD and fragrance. Dermatologically tested for sensitive skin, the new range offers up to 100% grey coverage and clear results, true to the chosen shade.*
What role do metals play in hair coloring?
Following research carried out in the field of hair coloring, Wella scientists identified the role of metals that naturally accumulate in hair, especially iron. During permanent coloring, these can contribute to oxidative stress and can influence the quality of the hair fiber.
Building on this discovery, Wella Professionals developed Supercharged Metal Purifier. Unlike systems focused mainly on copper, the technology is designed to act on multiple types of metals, including iron. By controlling oxidative stress during the coloring process, the formula supports the integrity of the hair fiber and helps reduce the visible signs of damage.*
More shine and softness
According to data communicated by Wella Professionals, the Pure Perfection formula delivers 55% more shine, 45% more softness and a 42% more nourished-looking appearance of the hair.*
As such, the new range pursues two of the most important goals of professional coloring: achieving a clear, even color, alongside maintaining a bright, well-cared-for look of the hair.
30 shades with a clear tonal identity
The Pure Perfection palette includes 30 shades, each built around a single main tone. Supported by a balanced neutral base, the colors can be easily combined and were created for predictable results in the salon.
This structure allows the hairstylist to customize the shade, while preserving the clarity and identity of the chosen tone. The range can be used both for complete transformations and for grey coverage or color maintenance.
Created together with salon professionals
Pure Perfection was co-developed together with hairstyling professionals, based on the real needs encountered at the salon chair. The formula, dermatologically tested for sensitive skin, was designed for scalp comfort and requires only a single shampoo after coloring.*
With Pure Perfection, Wella Professionals brings together color precision, metal-control technology and an ammonia-free formula. The result is a new generation of professional permanent coloring, created for tonal clarity, performance and visibly well-cared-for hair.
