Aloe Vera and a blend of essential oils (Jojoba, Sunflower and Peppermint) do the work that detergents normally do, and gently emulsify impurities (rather than deploying an ionic charge to remove anything, including color and beneficial oils). Even the natural preservative system contributes to the cleansing process.

All shampoos contain detergent. It doesn’t matter if they are sulphate-free, paraben-free, or what they cost; detergent damag- es hair by stripping it of natural oils, creating frizz, dryness, and depleting color. Hair is left perpetually thirsty and dependent on conditioners to soften it. Plus, the scalp constantly produces oils to compensate, and hair can quickly become greasy.

Sodium Lauryl Sulphate (SLS) is a synthetic detergent (cleaning agent) and surfactant (which often foams). It is used in car wash soap, engine degreasers and floor cleaners, and is found in a wide range of personal care products, including shampoo because of its cheap, highly effective cleansing and foaming (foaming does not improve the ability to clean, but is added for aesthetic reasons). Some companies have started to avoid using SLS. However, they have replaced it with ingredients that are considered “milder” and “gentler” than SLS, such as SLES (Sodium Lauryl Ether Sulfate) or Glucosides. Many brands boast that “naturally derived” sur- factants are less harmful, but in actuality they still strip, dry and ravage hair.

Other names for SLS (that can be sneaked onto an ingredient list):
Sodium Dodecyl Sulphate
Lauryl Sodium Sulphate
Sodium N-dodecyl Sulphate
Lauryl Sulphate Sodium Salt

Examples of Glucosides:
Decyl Glucoside
Coco Glucoside
Lauryl Glucoside
Cetearyl Glucoside

Thoroughly wet hair in the shower. Pump into palms, rub hands together and apply evenly through hair and scalp; it should feel well coated. Amount varies with hair length and density: It’s important to use enough and impossible to use too much. Make it an experience – massage it into the scalp and roots and let it sit for a bit. Rinse really, really well in warm water, and forget about the conditioner. Yes, it’s the truth – NO MORE CONDITIONER, EVER.

Think of conventional conditioners as fabric softeners; if you don’t cause the dryness and roughness in the first place you don’t need them! Cleansing Creme renders hair increasingly healthy, smooth, soft and vibrant – making conditioners and masques obsolete.

Use it every time you wash your hair whether every day or three times a day. It is impossible to overuse. You might find however, that you don’t need to cleanse as much as you used to because your scalp will stop over-producing oils caused by the prolonged use of detergents.

Some people feel a huge difference after the first use. Others with more damaged hair or a less healthy scalp (like most of us who have been subjected to shampoo our whole lives) will experience improvement over time, as when adjusting to a new skincare regimen or diet. Remember: Using shampoo will set you back to square one.

No build-up whatsoever will occur with proper use of Cleansing Creme. This is very different from those cleansing conditioners containing silicone which does build up when applied to wet hair.

Purely Perfect Cleansing Creme is the best cleanser for the col- or-treated – we call it the colorist’s soul mate. It is formulated to leave larger color molecules behind where they belong (even reds, the most prone to fading). And, you won’t suffer damage from detergents.

Cleansing Creme is a premium product formulated with the highest quality ingredients. However, it means you no longer need a conditioner or a masque, so it is actually very economical – one product versus three. You will save money, time, energy and water (shorter showers).

Yes, all three products are safe for children (we use it on ours) as well as for pregnant women.

Yes! Wash with it, shave with it, and cleanse your face with it. It cleanses skin without drying or stripping and leaves it soft and moisturized.

The formula is very concentrated.
Start with a small amount and add more as you need. Work evenly into damp hair, comb into shape or finger-style.
Let dry and add more to create more texture.
On dry hair, work through evenly to create separation and control flyaways; great after a blow-dry.

Both are designed to style hair without sacrificing the amazing texture Cleansing Creme leaves you with. Foundation Creme is great to calm thick, coarse hair and to define curls – brilliant for afro textures, people who don’t own a blow-dryer and who prefer styles that look as if they “just happened.” Smooth Finish is designed for body and control when blow drying and to be light enough for the finest hair. They can also be used together – Smooth Finish to set and then Foundation Creme to detail.

Yes, Foundation Creme contains hydrolyzed soy protein, hydrolyzed wheat protein and hydrolyzed wheat starch.

Work evenly into damp hair.
Blow-dry section by section with a round brush for volume.
Use a flat brush for sleekness.
Protects from heat damage when curling or ironing.

Both are designed to style hair without sacrificing the amazing texture Cleansing Creme leaves you with. Smooth Finish is designed for body and control when blow drying and to be light enough for the finest hair. Foundation Creme is great to calm thick, coarse hair and to define curls – brilliant for afro textures and people who don’t own a blow-dryer and prefer styles that look as if they “just happened.” They can also be used together – Smooth Finish to set and then Foundation Creme to detail.

Yes, Smooth finish contains hydrolyzed soy protein.

No. We created a natural fragrance made of essential and natural oils including Ylang Ylang #1 Oil, Clove Leaf Oil, Rose Oils, Guaiacum Wood Oil, Pelargonium Oil, Bois de Rose Oil, and Bal- sam Peru Oil.

No. We chose to formulate with the highest-grade (and expensive) ingredients available, and organic (in some cases) would have made the formula costs prohibitive. In addition, organic ingredients can vary in quality and availability and cause inconsistency in formulation and performance.

Our products are made in the USA.

We ship within the US. For orders within the UK visit www.thisisbeautymart.com. For global orders visit www.net-a-porter.com.