To start the new year, PHYTO is launching two brand NEW haircare lines, which not only feature all new products, but the packaging and branding is also a completely refreshed, new look and feel for PHYTO:
- PURPLE – Unsightly ultra-brass yellow tones are now a thing of the past for anyone with ash, platinum or polar blonde hair and those who no longer color their hair with the new No Yellow Shampoo and No Yellow Mask.
- COLOR – Enhance and highlight the beauty of color-treated and highlighted hair with the COLOR Anti-Fade Shampoo, Radiance Enhancer Conditioner – PHYTO’s FIRST conditioner – and Extend Mask.
PURPLE by PHYTO
It’s no secret that purple pigments have an almost magical neutralizing power, as they are able to counteract the undesirable brassy tones that "warm up" cool blondes and sabotage the pure aspect of white and gray hair. Inspired by the power of nature, featuring edelweiss extract, which prevents oxidation and yellowing, these products aim to revive the cool sheen. PHYTO’s new PURPLE routine includes:
- PURPLE No Yellow Shampoo – This non-astringent cleanser washes hair without drying it out. Ultra-pigmented with a deep and intense purple shade, it neutralizes yellow or overly brassy tones.
- PURPLE Repairing No Yellow Mask – This creamy "ultra-purple" mask has a rich texture that envelops the most fragile hair in a lavish formula that delivers deep hair repair action, and reinforces anti-yellowing effectiveness, adding greater intensity to cool tones. This treatment leaves hair looking ultra-soft and vigorous, while retaining its cool hue.
COLOR by PHYTO
This new hair care line for color-treated and highlighted hair targets key essential issues in a 3-step routine:
- SETS Pigments – Featuring a rice peptide base, selected for its immediate action to prevent color from fading, and rich in amino acids and polysaccharides, this active ingredient works to create a protective sheath around each strand of hair that captures pigments and prevents them from vanishing.
- PROTECTS Color – This high performance ingredient duo of sunflower extract (rich in phyto-nutrients) and tara tannins (rich in powerful antioxidants) works to trap free radicals induced by external stress factors and prevents pigments from fading and highlights from changing color (such as turning green), while ensuring more vibrant shade.
- NURTURES the Hair Fiber – Thanks to Karanja oil, composed of fatty acids (Omega 6 and 9) and flavonoids, which intensely cares for color-treated hair, it nourishes and repairs sensitized hair fiber, while reinforcing the hydrolipidic film. Also known for its ability to absorb part of the UV rays, Karanja oil offers impressive photo protection to extend color's radiant sheen.
PHYTO’s new COLOR routine includes:
- COLOR Anti-Fade Shampoo – Delicately removes accumulated dirt from hair fiber and is ultra-gentle on color pigments, it leaves color-treated and highlighted hair clean, lightweight and luminous.
- COLOR Radiance Enhancer Conditioner – To be used after the Anti-Fade Shampoo, this fluid conditioner not only makes detangling easier, but also provides remarkable shine from the very first application. Color-treated and highlighted hair is easy to style, and the color appears increasingly luminous.
- COLOR Extend Mask – Optimize shine with this lavish treatment that completes the haircare routine with a two-fold long-term promise: lasting color and beautiful hair fiber. Its high concentration in active ingredients protects and revives pigment intensity, while deeply repairing sensitized hair. It leaves color-treated and highlighted hair looking stronger, healthier, beautiful and shiny for several weeks.
Both lines are available now on PHYTO's website.