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A Revolution in Permanent,
No Ammonia Haircolor.

100% Pure Color Perfection.

0% ammonia, fragrance, silicones,
mineral oils and PPD/PTD1.

Clinically proven to reduce signs of
damage2 with Supercharged Metal Purifier.

Supercharged Metal Purifier capturing iron and copper

New Supercharged Metal Purifier
reduces damage.

Model showing improved shine, smoothness and nourished look

For visibly healthier hair.

Model demonstrating up to 100 percent grey coverage

Pure color for true to tone
results you can trust.

0% Ammonia
Fragrance
Mineral Oil
Silicones
PPD/PTD1

Free from unnecessary
ingredients.

1. Do not use this product if you have a known PPD/PTD allergy, as you may still experience a severe reaction.

2. +55% shine, +45% smoothness, +42% nourished look; vs untreated hair, based on expert panel clinical study.

A New Era of No Ammonia Color

Discover the science behind Wella Professionals’
Supercharged Metal Purifier, backed by 15 years of research.

Copper and iron on a hair strand

Extensive Wella Professionals research revealed that copper and iron on the hair impact no-ammonia color performance.

Supercharged Metal Purifier technology

Wella Professionals Supercharged Metal Purifier Technology simultaneously captures copper and iron to control damage.

Model with healthy smooth copper hair

This dual action results in hair that is significantly less damaged, leaving hair healthier and smoother, for high performance color results.

Shade Palette

Natural

Natural shade swatches: 2/0, 3/0, 4/0, 44/0, 5/0, 55/0, 6/0, 66/0, 7/0, 77/0, 8/0, 88/0, 9/0 and 10/0

Warm

Warm shade swatches: 4/7, 5/3, 5/40, 6/4, 6/7, 7/3, 7/40, 8/7 and 9/3

Cool

Cool shade swatches: 5/1, 5/8, 7/1, 7/6, 7/8, 9/6 and 10/1

Discover Our 4 Trending Looks

Pure Golden look Pure Copper look Pure Brunette look Pure Ash Brown look

Mixing & Usage

Applying Pure Perfection color with a bowl and brush

Usage

  1. Mix and apply with bowl and brush to dry hair. If using darker shades, consider using a stain guard.
  2. Develop for 30–40 min OR 15–25 min with heat.
  3. Emulsify and rinse, use Wella Professionals shampoo and Post Color Treatment.
Dark color mixture during processing
VIEW THE FREE PURE PERFECTION DISCOVERY SEMINAR HERE

Grey Coverage Formulation

Below 50% Grey

Equal parts of your natural shade to tonal shade.

Equal-parts natural shade formulation diagram

Above 50% Grey

Most Saturation

Mix 2/3 of your natural shade to your target shade.

Two-thirds natural shade formulation diagram

More Tonal Dimension

Mix 1/2 of your natural shade to your target shade.

One-half natural shade formulation diagram
Ultimate Color care products for color vibrancy and revitalized hair Ultimate Color Color Sealer Liquid Layer

Easier & Faster Rinsing

INCREASE YOUR EARNINGS
WITH PURE PERFECTION
Service Price
$50 $300
# of services per week
2 7

Total Salon Earning

$2,250
per week
$117,000
per year

Shop

Ready to change like a pro? Shop on Wellastore or
Cosmoprof and start creating with color you can trust.

Wellastore — Shop Now Cosmo Prof — Shop Now
Change Like a Pro with Wella Professionals