Pureology is a premium haircare brand known for its high-quality products that promise to protect color-treated hair. Founded in 2001 in California, the brand is built around the philosophy of creating safe and effective products for both users and the environment. The Pureology range spans across shampoos, conditioners, hair treatments and styling products, all designed to meet the unique needs of color-treated hair.
Pureology sets itself apart from other haircare brands with its strong stance on sustainability and animal rights. The brand claims to be vegan, cruelty-free and sulfate-free. However, with the increasing awareness and scrutiny around clean beauty, it’s necessary to dive deeper into these claims, understanding what they truly mean and whether Pureology lives up to them.
In this article, we investigate Pureology’s assertions about being a clean brand. We’ll analyze their vegan and cruelty-free labels, examine their ingredients, compare them to other similar brands, and consider their environmental impact.
Is Pureology Cruelty-Free?
Pureology emphatically states that they are a cruelty-free brand. This means that none of their products and ingredients are tested on animals at any stage of product development. They have even gone as far as to obtain a certification from PETA, a leading animal rights organization, to solidify their cruelty-free status.
To put it into perspective, according to PETA’s database, Pureology is listed as a company that does not test on animals, which is a significant step towards cruelty-free beauty. It’s also noteworthy that Pureology’s parent company, L’Oreal, has made significant strides towards ending animal testing in the beauty industry.
However, being cruelty-free does not automatically equate to being vegan. This brings us to our next point of investigation, Pureology’s vegan claims.
Pureology’s Stance on Animal Testing
While Pureology does not conduct animal testing, it is crucial to understand their stance on the issue. The brand is against animal testing and claims to have been a pioneer in producing products that are not tested on animals. Their stance is reflected in their commitment to creating formulas that are safe for consumers and do not harm animals in the process.
Pureology has further expressed their position by obtaining PETA’s cruelty-free certification, which is only granted to companies that do not conduct, contract out, or commission any animal tests on ingredients, formulations, or finished products.
Despite being owned by L’Oreal, a company that has been criticized for its animal testing policies, Pureology has maintained its dedication to create products that are cruelty-free. This commitment has not wavered despite the changing ownership and proves Pureology’s stand on animal testing.
Analyzing Pureology’s Vegan Claims
Pureology asserts that all its products are 100% vegan, implying that none of their products contain any animal-derived ingredients or by-products. This is a commendable stand in an industry where animal-derived ingredients are often hidden in product compositions.
To further support their vegan claims, Pureology’s products are certified by PETA’s Beauty Without Bunnies Program which verifies products as animal-friendly. This third-party certification provides more credibility to their claim and assures customers of their commitment to vegan products.
However, while the brand does hold these certifications, it’s always critical for consumers to understand what ingredients are used in these products. So, let’s dive into the composition of Pureology products.
Understanding the Ingredients of Pureology Products
Pureology prides itself on using high-quality, safe ingredients in all their products. They emphasize on their products being free from harmful substances like sulfates, parabens, and mineral oils. While these are positive strides, it’s worth taking a closer look at their ingredients list.
For instance, Pureology’s popular Hydrate Shampoo lists ingredients like aqua/water, sodium cocoyl isethionate, disodium laureth sulfosuccinate, sodium lauryl sulfoacetate, etc. While these ingredients are not harmful per se, they are chemically synthesized and not naturally derived.
This is not to say that Pureology’s products are unsafe. In fact, they’ve received positive reviews for the effectiveness of their products. However, if you’re looking for a brand with all-natural, organic ingredients, Pureology might not completely fit the bill.
Comparing Pureology with Other Clean Brands
When compared to other clean brands, Pureology stands out for its commitment to be both cruelty-free and vegan. Brands like Aveda and Oribe also offer high-quality hair care products, but they do not fully assert their products to be vegan.
Pureology’s products are free from sulfates, parabens, and mineral oils – a claim that is also made by other clean brands like Rahua and Briogeo. However, Pureology holds an edge with their PETA certification for being cruelty-free and vegan, which not all brands have.
It’s also worth noting that while other brands may offer natural and organic ingredients, Pureology focuses on delivering safe and effective products for color-treated hair, which is a relatively niche area in the haircare industry.
The Environmental Impact of Pureology
Pureology has taken significant steps to minimize its environmental footprint. The brand is committed to sustainability and focuses on reducing water usage in their manufacturing process, using recyclable packaging, and creating highly concentrated formulas to decrease overconsumption.
Their ZeroSulfate shampoos and conditioners are developed with sustainability in mind, offering a minimized water formulation and recyclable packaging. In addition, Pureology’s Antifade Complex helps to extend the life of color-treated hair, reducing the frequency of hair coloring and thereby decreasing the environmental impact.
While these steps are commendable, it’s important to understand that being a clean brand extends beyond product formulation and packaging. It’s about the entire supply chain, including the sourcing of ingredients and production methods. In this regard, there’s limited information available on Pureology’s overall sustainability practices.
Conclusion: Is Pureology Truly a Clean Brand?
There’s no denying that Pureology has made significant strides to provide cruelty-free, vegan, and safe products for color-treated hair. Their commitment to these principles is evident in their PETA certification and their product formulation.
However, the use of chemically synthesized ingredients and limited information on their overall environmental practices means there’s room for improvement in their clean beauty journey.
Overall, if you’re seeking a brand that respects animal rights, offers safe products for color-treated hair, and takes steps towards environmental sustainability, Pureology is a worthy choice. However, if you’re seeking an entirely natural, organic brand with a comprehensive approach to sustainability, you might want to explore other options.