Clean beauty brand Innersense Organic Beauty has officially entered the professional hair color market with the launch of its new Color Purity line.

This expansion marks a significant development for the clean beauty brand, known for prioritizing health and safety without compromising on performance.

The new hair color system aims to address the widespread issue of irritation and allergic reactions associated with hair dye.

According to the brand, studies indicate that up to 38% of hair color users experience some form of reaction, a risk that is even higher for professional colorists.

The Color Purity collection features 40 oxidative True Color shades, including a white shade for adjusting opacity, along with five Clean Developers and two Pure Brilliance Lighteners available in both cream and powder formulations.

The True Color shades utilize adaptive dye blends, which are tailored to each shade, allowing for full intermixability across all tonal families.

When combined with Innersense's innovative Clean Developer, these shades can achieve permanent, demi-permanent, and high-lift results, all within a streamlined product portfolio.

Greg Starkman, co-founder of Innersense Organic Beauty, emphasized the company's commitment to advancing clean beauty standards.

"With Color Purity, we're not just launching a new product line; we're introducing new color chemistry that creates a new standard in professional hair color - one that prioritizes both stylist and client health and the planet," Starkman said in a press release.

The Color Purity line is the result of five years of research and development, tested extensively in salon environments.

A key innovation in this range is the use of 2MD Technology, a gentler alternative to traditional PPD and PTD dyes. This technology reduces the sensitizing potential of hair color, enhancing the salon experience without compromising results.

The collection is designed with sustainability in mind, featuring eco-friendly packaging and tools to minimize hair color waste.

Additionally, Innersense offers extensive education support for stylists through virtual and in-salon training sessions led by Color Purity Educators. The brand is also launching the Color Purity App for Color Education, providing accessible resources for stylists.