Pura Luxe is a professional hair care brand founded by celebrity stylist Shiry Raz and international stylist Ofer Brami, combining over 40 years of salon expertise. Frustrated by the harmful chemicals in traditional smoothing treatments, they developed a non-toxic, amino acid-based formula that delivers smooth, frizz-free, and healthy hair without the toxic fumes.

Their signature Protein Smoothing Treatment utilizes six types of amino acids to penetrate the hair's cortex, strengthening and revitalizing from within. Free from formaldehyde and sulfates, it offers a safer alternative for all hair types, including curly, wavy, and textured hair.

Pura Luxe is committed to promoting a healthier salon environment and empowering stylists with effective, non-toxic solutions. Their products are designed to enhance the beauty industry by prioritizing both client and stylist well-being.