Over a decade of research has resulted in a revolutionary color technology for Goldwell. Introducing @PURE Pigments — an oxidative color additive with the next generation of direct dyes that creates more vivid, high definition color results with extraordinary brilliance and shine.
@Pure Pigments create Elumenated Hair Color — dyes surrounding and enhancing Topchic, Colorance and Nectaya’s depth and coverage with an outer ring of extraordinary color brilliance and shine. This layering of color creates a moving, 3D effect that changes and morphs as light hits it.
Features and Benefits
- Developed to work exclusively with Topchic, Colorance, and Nectaya, @Pure Pigments integrates easily into your favorite formulations.
- 63% MORE SHINE, on average than regular hair color1
- 3x MORE COLOR INTENSITY of your formula2
- 2x MORE RESISTANCE to color fading3
1Based on shine measurement: TC 6N in combination with @PP Yellow, Orange, Red and Violet compared to TC 6N at max. recommended usage amount
2Based on Chroma measurements TC + @PP (Yellow, Red, Orange, Violet) vs. TC + standard mix shades at max. recommended usage amount
3Average value of TC + @PP vs. TC + standard mix shades, at max. recommended usage amount