Pureology’s exclusive AntiFadeComplex® contains a blend of potent antioxidants and full spectrum UVA/UVB sunscreens to protect colour from free radicals. Sulfates can fade colour vibrancy, so to gently cleanse without stripping colour, their ZeroSulfate® shampoos include a mild cleansing system, with no added salt, derived from coconut, corn, and sugar, to deliver a rich lather and help optimize colour retention. These products boast highly concentrated formulas bursting with superior ingredients that deliver up to 80 shampoos—two times more than most other product ranges. The promotional incentive Pureology has attached to the purchase of their products is also pleasing—you get a genuinely pretty toiletry bag for free with every two products purchased (while stocks last).