FORTIFYING SHAMPOO

Breakage is often a sign of a weakened hair fiber — from heat styling, color treatment, tight elastics, or lack of protein. The fix: a shampoo formulated with peptides like pure strength™, recognized for helping to strengthen the hair fiber from within. Combined with biotin for softness and shine, they restore resilience and suppleness to even the most fragile hair.

Peptides are chains of amino acids — the same building blocks as keratin, the hair's main protein. In a shampoo, they help strengthen and reinforce the weakened hair fiber to reduce breakage and improve resilience. In pure strength™, they're paired with biotin for a strength + softness + shine effect with every wash.

A moisturizing shampoo delivers water to the fiber and helps retain moisture — ideal for dry, dull hair. A strengthening shampoo works on the hair's structure itself to reduce breakage and improve resilience — essential for fragile and brittle hair. pure strength™ falls into the second category: its peptides strengthen the fiber, while its lightweight formula leaves hair silky and easy to style.

For all fragile, brittle, or damaged hair that needs a real reset. Color, bleach, heat, repeated blow-drying — pure strength™ is formulated for hair that's taken a hit. Its peptides help strengthen the hair fiber, its biotin restores softness and shine. And its vanilla-caramel scent inspired by crème brûlée? A sensorial treat every shower.