The PURE Detox ATTITUDE series contains a completely new technology in hair cleansing. By using activated charcoal you achieve the absolute best effect, as activated charcoal absorbs everything that is positively ion charged.

Activated charcoal works by absorbing, through its millions of tiny “micro-pores,” substances, chemicals, dirt, and styling product residue that is washed out during washing. It also helps to enhance the natural brightness of hair color.