Meet Innersense Organic Beauty’s New Clean Hair Color Line, Color Purity


When professional salon stylists Greg and Joanne Starkman founded Innersense Organic Beauty in 2005, they set a completely new standard in the industry for clean, pure, organic, and non-toxic professional quality hair care products. Now, almost 20 years later, the co-founders have set their sights on revolutionizing the world of professional hair color with the launch of Innersense Color Purity.

Image courtesy of Innersense Organic Beauty

Born from five years of meticulous development and extensive testing, this groundbreaking hair color system offers a cleaner, safer, and effective solution for colorists and their clients. With as many as 38 percent of color users experiencing some form of irritation or reaction due to hair dye, and an even higher risk for professional colorists, Color Purity addresses the need for brilliant non-toxic color with outstanding performance without compromising health and wellbeing. Using this new clean hair color innovation in the salon, colorists expect unparalleled gray coverage, luminous shine, true tone results, and long-lasting color on all hair types and textures.

“Innersense is committed to pushing the boundaries of clean beauty without sacrificing performance,” says Greg Starkman, Co-Founder of Innersense Organic Beauty. “With Color Purity, we’re not just launching a new product line; we’re introducing new color chemistry that creates a new standard in professional hair color—one that prioritizes both stylist and client health and the planet. We believe that stylists and clients alike deserve nothing less than exceptional results without compromise.”

Image courtesy of Innersense Organic Beauty

With the Color Purity line, colorists truly have their pick of customizable shades as the collection includes 40 intermixable oxidative shades plus opacity-adjusting White, five Clean Developers, and two Pure Brilliance Lighteners. When mixed with the brand’s revolutionary Clean Developer, the True Color shades can achieve flawless permanent, demi-permanent, and high lift results—all within the minimalist portfolio. Not to mention, in alignment with Innersense’s commitment to sustainability, all of the shades are intentionally designed to work seamlessly together, allowing for easy customization while elevating the color experience and eliminating the need for a second demi line.

As a professional color line, Color Purity also sets a new standard of clean—from color to tube to developer and everything in between. The collection is free of resorcinol, PPD, PTD, EDTA, fragrance and processing odors, amongst many other harmful ingredients. Plus, True Color’s Adaptive Dye Blends feature new 2MD chemistry (which limits the sensitizing potential of color) as a gentler replacement for traditional PPD and PTD dyes.

Along with their innovative new color line, Innersense will offer a range of education options to support stylists, including virtual and in–salon support led by Innersense Color Purity Educators. To further enhance the learning experience, the branch is launching the Color Purity App for Color Education, which will provide valuable resources and information at stylists’ fingertips.

To learn more about Innersense Organic Beauty and Color Purity, be sure to visit or follow @innersenseorganicbeauty on Instagram. 

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Camille Nzengung

Camille Nzengung is a Features Editor at The Tease, where she covers all things hair. You can find her writing about the best hair products, the coolest hair trends, and all the exciting new hair launches. Send her a pitch:

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