It's Pure was originally founded by a British Ayurvedic therapist and in 2011 became the first herbal hair colour range to be certified organic by the Soil Association. These award winning natural hair dyes are formulated at their Soil Association certified laboratory in rural Suffolk, England, using the purest Ayurvedic herbs from a certified organic Fair & Wild grower in Rajasthan, India who uses advanced technologies to deliver incredibly pure extracts, free from contaminants. These herbs provide active hair benefits: volume, shine and conditioning, in addition to durable colour.

100% organic and natural, with no PPD, ammonia, or metallic salts, the whole range is Vegan, Halal, and Cruelty-free. It is also suitable for people with allergies to synthetic dyes. They give you beautifully pure colours that promote shine, volume and improve the condition of your hair.