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Pura Luxe Professional
Stylists’ preferred smoothing system.
Pura Luxe Home Care
Treat your hair. Treat yourself.
Shop now
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Become a Pura Luxe Certified Stylist. Review the training, pass the test, and download your certificate. No kit purchase is required.
- Review the training
- Pass the test (18/18)
- Download your certificate
PURA LUXE AMINO ACID VS KERATIN TREATMENTS:
How does a Pura Luxe Amino Acid Treatment work?
The presence of amino acids in this smoothing treatment will create keratin-rich hair, making it smooth, strong, shiny, and healthy, which improves the condition of the hair with prolonged use. The Keratin protein is just one small part of the 18 amino acids that make up the actual hair structure. Cysteine, a nonessential amino acid, is the active ingredient that allows the Pura Luxe treatment to leave hair strong, shiny, and smooth. It is considered to be a safer alternative to traditional Keratin treatments.
How does a Keratin Treatment work?
In order for the Keratin in a Keratin treatment to adhere to the hair and make it smooth, it needs some form of formaldehyde. When this active ingredient / preservative is combined with the high flat iron heat, a chemical reaction is formed and there is a release of toxic carcinogenic fumes. This reaction can also lead to hair breakage with prolonged use.
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Now available — Pura Luxe BOTANY
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Now available — Pura Luxe BOTANY
NOW AVAILABLE
BOTANy - THE FUTURE OF SMOOTHING
Meet Botany, Pura Luxe’s next-generation professional smoothing system. It combines carefully selected botanicals with advanced biomimetic peptide technology designed to work in harmony with the hair’s natural keratin.
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Thick HAIR MASK
PURA LUXE VITA SILK
Vita Silk is a deep and intensive treatment hair mask for thick hair. It balances the pH, protecting and repairing the hair fibers with selected amino acids, vitamins and minerals. This proprietary formula is infused in the hair, leaving the hair hydrated in order to maintain elasticity without weighing it down.
SMOOTH · SHINE · SOFTEN
PURA LUXE SERUM TREATMENT
A lightweight finishing treatment designed to leave hair looking polished, luminous and beautifully smooth. The perfect final touch whenever hair needs added softness, shine and a refined, silky finish.
pH BALANCING SHAMPOO
PURA LUXE VITA CLEANSE
A refreshing daily shampoo that deeply cleanses the hair and scalp while replenishing essential moisture. Vita Cleanse helps reduce frizz, support elasticity and extend the life of your Pura Luxe treatment.
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Need help?
Frequently Asked Questions
What kind of results can I expect from the Pura Luxe Protein Smoothing Treatment?
Pura Luxe is a natural, formaldehyde and sulfate-free formulation that will reduce/eliminate frizz, and/or deliver straighter, smoother, stronger, shinier, free hair. (SEE INGREDIENTS)
Does the Pura Luxe Protein Smoothing treatment straighten curly hair?
YES, our Protein treatment will straighten wavy, curly and kinky hair, remove the frizz and leave the hair smooth, soft and shiny.
Is the Pura Luxe Protein Smoothing Treatment recommended for African American Hair?
YES, our Protein treatment is formulated for ALL TYPES OF HAIR including African-American and other Ethnic Hair Types.
Can the Pura Luxe Protein Smoothing Treatment be custom-formulated for each client?
YES, one of the great benefits of our Non-Toxic System is that it can be customized. You can do one type of treatment on a portion of the head and then do another type on the damaged ends.
Does the Pura Luxe Protein Smoothing Treatment work on naturally grey hair? (Virgin, no color)
YES, you can do our treatment, HOWEVER, we recommend that the stylist add Pura Luxe Purple Gloss to the treatment mix and make sure to use a lower heat on the flat iron in order to minimize any color shift. Any yellowish tint that may remain will rinse out after 10 hair washes.
"I have been using Pura Luxe hair care products in my salon for the past year and my clients have been loving the results! The shampoo and conditioner leave hair feeling clean and healthy, and the styling products provide great hold without weighing down the hair. I especially love the leave-in treatment for providing extra moisture and shine. Highly recommend!”
Neil Jennings
"Pura Luxe has quickly become a favorite among my stylist colleagues and clients alike. The products have a luxurious scent and leave hair looking and feeling amazing. I've noticed a significant improvement in the health and strength of my clients' hair since incorporating these products into their hair care routine. Highly recommend giving them a try!"
Laurence Garrett
"As a professional hair stylist, I am always on the lookout for high-quality hair care products that provide great results. Pura Luxe fits the bill perfectly! Their shampoo and conditioner leave hair feeling clean and nourished, and the styling products provide long-lasting hold without any unwanted buildup. I would highly recommend these products to anyone looking to take their hair care routine to the next level."
Kellie Harrison
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✕
🌿 Meet Botany by Pura Luxe Professional. Advanced smoothing powered by silk proteins, 11 amino acids, and peptide technology for smoother, softer, frizz-free hair with brilliant shine.
✨ Formaldehyde-free formula ✨ Deep conditioning and restructuring ✨ A sleek, glossy finish
Botany is now available to order directly through our website! Shop now and upgrade your treatment menu.
October 23
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Salon Professionals, Meet Your New Go-To Smoothing Treatment! 🙌🏼 Botany by Pura Luxe Professional combines advanced peptide technology, silk proteins, and 11 amino acids to deliver a premium smoothing experience designed to reduce frizz and enhance shine.
✔️ Formaldehyde-free formula ✔️ Smooth, silky-looking results ✔️ Professional salon treatment
Now available to order directly from our website!
October 22
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Look at this incredible transformation! 😍 From frizzy, unruly hair to a smooth, sleek, glossy finish. The Pura Luxe Amino Acid Smoothing Treatment helps reduce frizz, enhance shine, and leave hair looking healthier, softer, and easier to manage.
October 21
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Think smoothing treatments only work on fine hair? Think again. Pura Luxe works beautifully even on thick, long, textured hair, helping reduce frizz, soften the hair, and create a smoother, shinier finish without taking away its natural beauty.
The result? Hair that looks naturally smooth, soft, and healthy, not flat, stiff, or like you just had a smoothing treatment.
October 19
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🌿 Introducing the new Botany Collection by Pura Luxe!
Powered by advanced peptide technology, silk proteins, and essential amino acids, our organic smoothing system delivers smoother, stronger, frizz-free hair with incredible shine.
✨ Formaldehyde-free ✨ Deep repair & hydration ✨ Beautiful, long-lasting results Ready to elevate your smoothing services? Contact us at info@puraluxe.com
October 15
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Give your hair the smooth, healthy looking finish it deserves with Pura Luxe. Our amino acid smoothing treatment helps reduce frizz, enhance shine, and leave your hair soft, smooth, and easier to manage.
October 13
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Join Pura Luxe Professional for an exclusive in-person training and master the technique behind beautiful, smooth, frizz-free hair.
🤎 Basic Class: 10 AM - 2 PM 🤎 Advanced Class: 4 PM - 8 PM 📅 Monday, October 19 📍 Tarzana, CA
We’ll also be introducing a NEW treatment at the class! Only a few spots left!
📩 Email INFO@PURALUXE.COM for registration and full details.
October 12
✕
Discover the Pura Luxe experience, from the products and application process to the final results, revealing smoother, shinier, and naturally beautiful hair.
October 9
✕
✨ Formaldehyde-free formula ✨ Deep conditioning and restructuring ✨ A sleek, glossy finish
Botany is now available to order directly through our website! Shop now and upgrade your treatment menu.
October 23
✕
✔️ Formaldehyde-free formula ✔️ Smooth, silky-looking results ✔️ Professional salon treatment
Now available to order directly from our website!
October 22
✕
October 21
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The result? Hair that looks naturally smooth, soft, and healthy, not flat, stiff, or like you just had a smoothing treatment.
October 19
✕
🌿 Introducing the new Botany Collection by Pura Luxe!
✨ Formaldehyde-free ✨ Deep repair & hydration ✨ Beautiful, long-lasting results Ready to elevate your smoothing services? Contact us at info@puraluxe.com
October 15
✕
October 13
✕
Join Pura Luxe Professional for an exclusive in-person training and master the technique behind beautiful, smooth, frizz-free hair.
🤎 Basic Class: 10 AM - 2 PM 🤎 Advanced Class: 4 PM - 8 PM 📅 Monday, October 19 📍 Tarzana, CA
We’ll also be introducing a NEW treatment at the class! Only a few spots left!
📩 Email INFO@PURALUXE.COM for registration and full details.
October 12
✕
Discover the Pura Luxe experience, from the products and application process to the final results, revealing smoother, shinier, and naturally beautiful hair.
October 9