It's Pure

It’s Pure was founded by a British Ayurvedic therapist who, inspired by her transformative experiences in India, created the UK’s first certified organic hair colour brand in 2011. Drawing on the deep-rooted knowledge of Ayurveda and the high-quality natural ingredients she encountered, Tricia set out to develop a range of hair colours that combined beauty with purity. Today, It’s Pure products use herbs sourced from a certified organic Fair & Wild grower in Rajasthan, India, ensuring their extracts are contaminant-free and of exceptional quality thanks to advanced production methods.
 
The brand’s blending process is done in the UK at a Soil Association certified lab in rural Suffolk, where all operations are powered by renewable energy, aligning with their commitment to sustainability. It’s Pure’s mission is to provide hair colour solutions that not only enhance shine, volume, and overall hair health but also support natural beauty. With a growing range of all-natural care products, It’s Pure caters to those looking to cover greys, experiment with new shades, or maintain the youthful vitality of their hair.