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What's the Best Clay Mask For Your Skin Type
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What's the Best Clay Mask
For Your Skin Type

Keeping your glow in the cold weather is no easy feat. Drying it out and messing with its pH balance is just the beginning... but masks have got your back! Especially clay ones. They're supercharged with nourishing ingredients and detoxing benefits to help restore your skin to its radiant self. Find out what mask is right for your skin concerns, and don’t forget you can mix and match to create a personalised routine!

BEST FOR: Acne-prone skin

Clay is a top ingredient in face masks for acne thanks to its purifying and oil-absorbing properties. The Pure Clay Marine Algae Anti Blemish Mask contains montmorillonite clay to rebalance skin and reduce imperfections, ghassoul clay to absorb oil without irritating skin, and kaolin clay to purify delicate skin. The addition of marine algae extract works to tighten pores and clear blackheads.

BEST FOR: Dry skin

An unexpected ally for dry skin in winter is an exfoliating mask. The Pure Clay Exfoliating Mask is great for dry skin because the finely milled apricot seeds in the formula help scrub away flaky skin, and the creamy texture pampers in the process. Bye bye dryness, hello natural glow!

BEST FOR: Sensitive skin

Has the harsh weather left your skin feeling irritated and sensitive? Calm your complexion with the Pure Clay Soothing Mask. Hypoallergenic and formulated for sensitive skin, it contains soothing mallow flower extract to gently comfort, while the three pure clays take care of purifying the complexion.

BEST FOR: Blackhead-prone skin

Give your clogged pores a deep clean with the Pure Clay Detoxifying Mask. Delivering detoxifying benefits for winter skin, the black charcoal in the formula draws out impurities from deep within pores for visibly clearer and brighter skin.

BEST FOR: Dull skin

Lacklustre complexion? Go for a face mask that exfoliates and brightens in one, like the Pure Clay Brightening Mask. This brightening face mask contains yuzu lemon extract, which is rich in exfoliating fruit acids to boost skin radiance and improve skin texture.

BEST FOR: Oily skin

Pure Clay Eucalyptus Mask is a great face mask for oily skin as it is enriched with eucalyptus extract, which is known for its purifying properties, as well as three pure clays (kaolin, montmorillonite and ghassoul) to detox skin and soak up excess oil.



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Everything You Need To Know About Purple Shampoo
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Everything You Need To Know About
Purple Shampoo

We may never really know if blondes have more fun. Nevertheless, whether you’re bottle blonde or naturally blessed, you know there’s a fair bit of upkeep involved to keep the good times rolling. The key to keep your hair hues looking icy? A purple shampoo.

What is purple shampoo?
It’s exactly what it says on the bottle. A shampoo with purple pigments that keep brassy undertones at bay. Consider it your DIY tune-up to keep your new hue looking flawless for longer.

How does purple shampoo work?
While the concept of purple shampoo might sound a little crazy, it all comes back to colour theory. Purple is directly opposite yellow on the colour wheel, so the purple pigments neutralises any unwanted yellows brought out by things like sun or heat styling. While it won’t actually change the colour of your hair, it addresses the tone and nixes the brassiness. It’s basically your at-home toner.

How does purple shampoo fit in my routine?
Coloured shampoos should be used in conjunction with your regular shampoo and conditioning routine instead of replacing them entirely. If you're washing your hair thrice a week, introduce purple shampoo for the fourth wash. Overdoing the purple shampoo can leave hair colour looking dull and drap, which is the opposite of what you want!
All-over blondes will find the top of the hair more golden than the ends, so we recommend applying a concentrated amount of purple at the crown and letting it run out as you lather and rinse. The ends will catch the colour (they don't need as much anyway), so let it drizzle through.

Do I need purple shampoo?
Blonde hair does need more maintainence, but purple shampoo works across the colour spectrum. Dark hair is more prone to brassiness due to the amount of melanin it has, so brunettes will find purple shampoo surprisingly useful to get rid of those warm hues.

Where do I find purple shampoo?
Right here. Meet the brand NEW Elvive Anti-Brassiness Purple Shampoo, designed to hydrate, tone and revive coloured hair.

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Purple Shampoo
For Every Shade

The term purple shampoo has been floating around the beauty sphere for a long time now. It’s most often associated with other words like ‘brassy’ and ‘platinum’ and there’s a common misconception that it is used exclusively for a certain shade of blonde. What if we said that a variety of blonde tones can use this purple-toning shampoo?

Below we’ll give a brief overview of what purple shampoo really is, how it works and, most importantly, how it’ll affect your particular hair colour.

What is purple shampoo?

Purple shampoo has long been promoted with promises of a more clear, vibrant shade of blonde. Purple shampoo is, in short, exactly what it says on the tin: toning shampoo that helps to reduce brassy tones for a more multi-dimensional, bright colour.

Purple shampoo works primarily via the magic of the colour wheel. As most artists know, each colour on the wheel has an opposite shade that perfectly complements it. For the colour yellow – you guessed it – that colour is purple. Because of this natural balance, purple shampoo is great for helping to tone down more of the high-vibrancy yellow (often referred to as brassy) shades that typically show themselves on coloured blonde hair over time. It’s a major player in helping today’s modern blondes achieve the coveted ashy or platinum looks.

Today’s purple shampoo is not the shampoo of yesterday, however. Instead, many advanced formula purple shampoos, such as L’Oréal Paris Elvive Colour Protect Anti-Brassiness Purple Shampoo, are made for coloured hair of different tones.

For blondes

It may come as no surprise that your hair is already primed for modern purple shampoo use. As always, adding this trusty product into your routine once a week – yes, that is all you need! – will offer visible benefits in banishing brass and excess yellow tones. Reducing your strands of these colours will let the true beauty of your honey strands shine.

For highlighted brunettes

Here’s where it gets interesting. Purple shampoo has often been assumed to not be suitable for brunettes. Because it typically works to neutralise excess yellow tones, purple shampoo is considered a blonde-only product, but for many brunettes, lighter hair strands, like highlights, have the penchant to get brassy just as if the colour was your full head of hair. For brunettes, a once a week standing date with L’Oréal Paris Elvive Colour Protect Anti-Brassiness Purple Shampoo is a perfect way to see a noticeable uptake in vibrancy in your brunette shade. Products like this work after the first use and will leave your hair looking bright and beautiful. Purple shampoo is also suitable for Ombre and Balayage hair.

For grey or white hair

Anyone with grey, silver, salt and pepper or white locks can also reap the rewards of toning down the dial on harsh yellow undertones. The result is more neutral grey or white shade that shines for any generation.

Tips for use

Regardless of what colour hair you intend to use your purple shampoo on there are a few tips for optimal results.

First, use your purple shampoo once a week. Unlike a normal shampoo, which you typically rinse out almost immediately, purple shampoo should be left in for 1-3 minutes to get maximum benefits.

Lastly, using a conditioner like L’Oréal Paris Elvive Colour Protect Anti-Brassiness Purple Conditioner is important to help keep your hair nourished. This conditioner is also purple-toned and should be left in for five minutes following your purple shampoo routine for best results.

To complement this weekly step, use the L’Oréal Paris Elvive Colour Protect shampoo and conditioner as part of your daily routine.


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