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PureOlogy Shampoos use NO harsh sulfates that strip colour. NO DEA or MEA. PureOlogy products ARE formulated with AntiFade Complex of potent antioxidants, sunscreens, and other colour preserving UV protectorants. The antioxidants include Heliogenol, melanin and vitamins C and E. Heliogenol makes an incredible difference. PureOlogy products also include certified organic botanicals, multi-protein complexes, and aromatherapy essential oils, like rose, lavender, sandalwood, ylang-ylang, mimosa, lemon grass, green tea, and peppermint. They are 100% Vegan and not tested on animals. All PureOlogy products should be used in unison for maximum colour retention. Since each product has the proprietary ingredient technology needed for ultimate colour protection, layering is the best way possible to protect your hair colour. So, maximize the colour retention with layered products from PureOlogy! Dramatically improve hair condition! Our Shampoos are uniquely sulfate-free - better for you, better for your hair!