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COLURE True Color Care isn't simply a pure and natural product system - it's a whole new culture and category for the discerning colorist tired of technologies that don't 'hold true' to lasting color-wear and shine. Today, the colorists' choice is clear for smart, luxury hair color care. Prepare the canvas first and preserve the original color you designed for that client. The COLURE collection of hair color care and styling products is free of parabens, sulfates, alcohol, petrolatum and sodium chloride with no hydro-carbons, perfumes, dyes or irritants. COLURE's 'Color Longevity Formulation' uses advanced molecular nanotechnology to leave the integrity of the intended color fresh and fashion-rich with absolutely no fading.