Pureology

📍 Founded in California, 2001
💼 Owned by L’Oréal

Pureology was founded in California in 2001 with a clear mission: to create high-performance haircare without compromising on ingredients. Known for its vegan sulfate-free formulas and strong stance on sustainability, the brand quickly became a go-to for color-treated hair, offering salon-grade results while embracing a vegan and cruelty-free ethos. Today, as part of the L’Oréal portfolio, Pureology remains a staple in professional haircare circles.

Their signature Hydrate and Strength Cure collections are beloved for delivering softness, strength, and long-lasting color protection—without harsh chemicals. The brand continues to evolve with eco-conscious packaging and concentrated formulas that reduce water waste.

Editor’s Note: We’ve used Pureology’s Hydrate line and found it delivers noticeable softness and moisture, especially for dry or color-treated hair. While not all ingredients would meet the strictest clean definitions, the brand’s vegan, sulfate-free formulas and commitment to sustainability make it a strong contender in the clean haircare category.