Affinage Professional’s new Cleanse & Care collection is made for the modern salon, built to suit clients and salons that are demanding eco-consciousness with an entirely vegan range.

Affinage Professional is passionate about keeping up with the times, and in 2020 their all-new Cleanse & Care collection is perfectly timeous. The totally vegan range features natural Australian extracts, contains a UV filter to prevent sun damage and is endorsed by PETA as part of their Beauty Without Bunnies program. The products are vegan, cruelty free, paraben free, sulfate free and colour safe, something both clients and the industry alike are requiring in this new decade.

To celebrate the launch, the company partnered with ethical Australian fashion brand Tree of Life on their campaign shoot.

“We’ve created this collection as a reflection of the values we uphold and the standards we know professional stylists expect,” said Affinage Professional CEO & Founder, Richard Jolly. “Tree of Life were a natural choice to work with on this campaign. We’ve always been a cruelty free company and are thrilled to expand on this commitment with our vegan retail collection.”

The collection complements the brand’s other ranges, the Infiniti, Essential Blends, Pop Art and Styling collections, which care for all hair types. Cleanse & Care is comprised of formulations that help restore optimum hair condition for extended colour radiance and effortless hairstyling. Kakadu Plum is a hero ingredient, protecting hair against oxidative stress caused by free radicals.

The range is divided into specific sections for customised care catering to normal, dry and coloured hair. Hydrating and Purifying sub-sections deliver moisture and remove product build up respectively. Sensitive is a fragrance free formula with anti-inflammatory properties while Blonde offers superior toning of unwanted brassy and gold hues.

“We’re listening to the current and next generations of hairstylists to find out what matters to them and their clients,” Richard said. “Our Cleanse & Care Collection needed to deliver high performance for professionals, provide a luxurious experience for salon customers, stand out as part of a beautiful retail display and be easy to sell after the service.”

“As one of our signature retail ranges, the Cleanse & Care Collection packaging needed to fit with the modern aesthetic of our Styling Collection but still retain its own identity. The organic design evokes the botanical ingredients of the range in an elegant way,” he continued.

Feature products in the collection include premium hair treatments such as the Miracle Repair Mask and Miracle Leave In Balm, which have garnered acclaim for their ability to generate nourishment, hydration, repair, smoothness and shine.  The 24/7 Heaven Cuticle Sealer provides long lasting hydration and thermal protection for soft and silky hair, acting as another hero tool.

“Our goal was to create a timeless collection of products that would outlast the trends and we’re so excited to share the results,” Richard said.

Cater to your clients with products that put the professional, consumers and planet front of mind.

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