CRUELTY-FREE AND VEGAN HAIR CARE
Keune So Pure
MAXIMUM HAIR RESULTS.
MINIMUM PLANET IMPACT.
As a family company, it’s our responsibility to leave the world better than we found it.
So meet So Pure. Our new refillable hair care range. Vegan, cruelty free and eco-friendly. The line is gentle to hair, kind to planet and will soon be shining in your bathroom. On our journey to a sustainable future, every bottle counts. Join the refill revolution and let’s get haired up for a sustainable future.
SOMETHING FOR EVERYONE.
Blonde, gray, silver, or lavender hair? Keeping it cool is key. Literally. That’s why Cool products contain powerful purple pigments, which neutralize brassiness and refresh silver tones. At the same time, they’re incredibly gentle on the hair. Cool also contains acai berry extract, which is super rich in antioxidants and helps protect hair against oxidation and color fading. The result? Silky-soft hair with an irresistibly icy glow – after just one shampoo.
SHAMPOO, CONDITIONER, MASK
When the thirst is real, reach for our Restore line to instantly quench dry, damaged hair. Packed with prickly pear extract, these products deeply hydrate each strand from the inside out. For hair that looks good and feels even better.
Oily scalp? Product build-up? Worried about pollution? Clarify is here to help. Tough on grime and grease, mild on hair and scalp, Clarify products deeply cleanse without stripping. How it works? Detoxifying pomegranate helps remove dirt and product build-up. And our anti-pollution technology helps protect hair against pollution by preventing too many pollution particles from sticking to the hair. Talk about multi-tasking!
SHAMPOO, CONDITIONER, MASK
Frizz, flyaways: we love ‘em. At the same time, we get that you might want to switch it up and try a sleeker look. So Pure Polish is your hair solution! As the name implies, these products polish hair until smooth. On top of that, they shield against humidity, so you can trust that hair won’t frizz, even during the sultriest of days. Infused with chia seeds, Polish also delivers much needed moisture to frizz-prone hair, helping shape and define it. The rest of the look is up to you – whether you’re going for pin straight or curly and bouncy.
SO PURE REFILL
HOW TO USE
Pick your hair solution and product size. Cool, Restore, Polish, or Clarify. Shampoo or conditioner. Refillable bottles come in 400ml or 1000ml sizes.
Please note: these are empty when you buy them, so don’t forget your refill pouch containing the actual product!
1. PEEL THE STICKER OFF YOUR REFILL POUCH.
You can label the contents of your refillable bottle with a handy sticker. Gently peel it off the refill pouch.
2. PLACE THE STICKER ON YOUR REFILLABLE BOTTLE.
THE 4 PILLARS
Buy a refillable shampoo or conditioner bottle once, then switch to refill pouches. You’ll use less plastic* without even having to think about it.
So Pure product formulas are based on sugar beet waste. Using what’s already there doesn’t just reduce waste, but sugar beet also has a beautifying, nourishing effect on hair. Talk about a win-win.
Concentrated shampoos and conditioners. Use less, get more? With these products: absolutely.
We developed So Pure with the belief that every step in the life cycle counts: from production to formulas, transport, and packaging. And to compensate for our CO₂ footprint, we offset all unabated emissions with a certified carbon offset project.
*57% less plastic per mL based on six 400mL pouches, compared to former 250mL So Pure bottles.