Purely Perfect: reinvented hair care with the new “non-shampoo”

Michael Gordon, founder of Bumble and Bumble, recently launched a new venture to create safer alternatives to shampoo and styling tools. Purely Perfect formulas are designed to treat hair using harmless, natural ingredients that cleanse without stripping, drying or damaging.

Purely Perfect Cleansing Creme makes no use of detergents and silicones. Instead, it utilises aloe vera, essential oils and other premium quality components. Unlike traditional shampoo, this formula does not lather or foam, yet claims to revive and restore hair to an impeccable state not seen since childhood. Designed to suit every hair type, the creme also adds body and shine, prevents colour fade and eliminates frizz.

In addition, this “non-shampoo” contains its own conditioner; customers need only purchase a single, biodegradable bottle and are able to spend less time in the shower – benefitting the environment by using less water and energy. Moreover, two powerful ancillary products are available: Foundation Creme, to add texture and moisture, and Smooth Finish, which provides the ultimate blow-dry lotion.

“Normally, people would spend money on a shampoo, a conditioner and a mask. With this you just need one product, no matter what your hair type. It’s very liberating,” explained Gordon. “The product’s universality is also creating a buzz: traditionally, ‘cleansing conditioners’ have been used by those with very coarse or Afro hair, because of their ‘curl control’ properties. But this is a new-generation ‘anti-shampoo’ that delivers great results on fine hair as well as coarse (although there’s no denying that it’s those fighting frizz who will be the earliest converts).”

Could this be the end of shampoo as we know it? Quite possibly.

Rebekah Absalom

Purely Perfect Cleansing Creme retails at £35. For further information visit here.