Pure Color - Xtreme Ruby

• Create over 100 shades with our easy Formulizer Guide. This clear reference menu and simplified numbering system helps you achieve new levels of artistry for your clients.

• Keratin double dye load in every shade will result in durability, deeper penetration and longer lasting vibrant tones through our innovative keratin technology that deposits a double dye load of color deep into the hair shaft and then seals the cuticle.


• There are 60 tubes in the Pure Color System, however the color menu provides over 100 shades that you can customize through the Pure Color Formulizer. The tube size is 100mL which provides 200 mL of working material in every tube. This will lower salons inventory, lower waste to the environment and most of all, provide the latest in botanical keratin technology!

• Permanent colors can be converted to demi-permanent using our own color additive called Dye-Lute Demi Activator!

Please refer to our Pure Color Professional Information Page for further knowledge of complementary products to Pure Color as well as directions on how to properly apply and process hair and color mixtures that can be made using Pure Color.

For Professional Use Only.

Simple. Safe. Superior.

Welcome to an extraordinary technology in hair color. Simply Smooth's Pure Color System is infused with the highest quality Keratin, Vegetable Collagen, and the Purest Dye Molecules available today.

Pure Color is 90% Botanically Based, using extracts like Guar Bean, Rice, Marigolds, Violets, Lilacs, Zucchini, Eggplant & Vegetable Oils. These extracts provide keratin infusion, as the base fills the hair with every hair color application, leaving the cuticle pressed, smooth and adding structure to the hair fibers, similar to a keratin treatment. Anti-Aging pigmentation science provides target colors that do not fade!

Now that's real Flower Power!

Skin Allergy Test: With soap and water, wash an area the size of a quarter in the bend of your elbow. Pat dry with absorbent cotton. Apply product to test area, using an absorbent cotton-tipped applicator. Leave on for 5-10 minutes and rinse off. et test spot dry. Examine test area periodically over the next 12-24 hours. If you experience any reactions - such as redness, burning, itching, swelling, skin abrasion, eruptions or irritation in or around the test area, you should NOT use product until after consulting a doctor. If you experience any such reaction during application, rinse immediately and consult a doctor. You should NOT use hair color again until after consulting a doctor.