SO PURE

As a family company, it’s our responsibility to leave the world better than we found it.

So meet So Pure. Our new refillable hair care range. Vegan, cruelty free and eco-friendly. The line is gentle to hair, kind to planet and will soon be shining in your bathroom. On our journey to a sustainable future, every bottle counts. Join the refill revolution and let’s get haired up for a sustainable future.

Buy a refillable shampoo or conditioner bottle once, then switch to refill pouches. You’ll use less plastic* without even having to think about it.

So Pure product formulas are based on sugar beet waste. Using what’s already there doesn’t just reduce waste, but sugar beet also has a beautifying, nourishing effect on hair. Talk about a win-win.

Concentrated shampoos and conditioners. Use less, get more? With these products: absolutely.

We developed So Pure with the belief that every step in the life cycle counts: from production to formulas, transport, and packaging. And to compensate for our CO₂ footprint, we offset all unabated emissions with a certified carbon offset project.

*57% less plastic per mL based on six 400mL pouches, compared to former 250mL So Pure bottles.

SO PURE IS CARBON NEUTRAL