Despite the growing interest and demand from stylists for more consciously-made hair products that are free of harmful chemicals and ingredients, the reality is that the haircare world as a whole has been somewhat slow to jump on the “clean” bandwagon. Thankfully, PRAVANA is doing their part to help change that fact and bring transparency to the forefront of haircare with the arrival of their new clean line, TRUITY by PRAVANA.
Launching this month, the three-piece care and styling line — which includes a shampoo, conditioner, and thermal blow-dry cream — aspires to provide stylists with “clean haircare without compromise”.
So, what does this mean exactly? Well, for starters, all of the products in the line are formulated with a blend of up to 95 percent naturally-derived ingredients that have been infused with high-performing essential science to boost overall effectiveness and safety. Better yet, to show maximum transparency, PRAVANA has published the exact percentage of each ingredient on each bottle so stylists know exactly what they are putting on their client’s hair (and potentially, their own). Also, of note is the fact that the entire line is vegan, cruelty-free, paraben-free, as well as color-safe and comes housed in recycled and repurposed plastic packaging to help reduce the amount of virgin plastic going into the market.
For PRAVANA, the arrival of the TRUITY line marks a re-entrance into the clean haircare space for the brand.
“With TRUITY, PRAVANA brings together the concept of embracing hair in its truest form with openness and transparency about its ingredients,” said Michelle Chandler, PRAVANA’s General Manager. “This collection ties us back to our roots and honors the brand’s longstanding values by putting our conscious care first. TRUITY’s promise to be clean without compromising the results and experience of our customers is one we believe in wholeheartedly.”
For the brand, clean haircare doesn’t have to come at a high cost. “PRAVANA believes in being aspirational and accessible,” adds Chandler. “That’s why bringing this clean, vegan and transparent haircare collection to the market made sense for us and for our community.”
To get your hands on the new TRUITY by PRAVANA line, be sure to visit East Coast Salon Supply, Island Beauty, Life of Riley Salon Supply, Paramount Beauty, SalonCentric, State|RDA Pro Mart, and Twin States stores nationwide. To learn more about the line, be sure to follow @pravana on Instagram or visit their official website.