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Pureology Unveil New Brand Partners

The unique open space of Muse Clinic in Darlinghurst (giant disco ball included) hosted a dual event for Pureology, revealing the Pureology Serious Colour Care collection and showing off the brand’s key elements and Life In Colour ethos conceptually.

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Pureology Ambassadors Ewelina Forocko, Paul Frasca, Lauren Phillips, Emma Davenport and Megan Weston

Beauty media were addressed by Pureology General Manager Erwin Santos, who outlined these four pillar concepts of colour, indulgence, fun and sustainability, with the event demonstrating these elements more practically.

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Over a decadent wellness inspired breakfast, guests flocked to different stations, discovering the brand ambassadors and partnerships that define the new phase for Pureology. Representing colour, Victorian artist Megan Weston was on site, as were her aerial abstract artworks, the vivid blues and greens of which encapsulated the ‘colour’ mantra perfectly. Megan, who uses aerial photography as the inspiration for her works, created the collection specifically for the event, basing it particularly on Sydney’s coast line.

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Indulgence was personified in the brand’s collaboration with Grace and James Candle Company, which created a series of bespoke, glass candles in their partnership with Pureology. Emma Davenport, owner of the boutique lifestyle brand, was on hand to recommend fragrances to guests, with the choice between Pomengranate, Spicy Pear, Lychee & Black Tea and Coconut & Lime.

PUREOLOGY LIfe In Colour Grace & James

Exemplifying fun, TV personality and MYER Ambassador Lauren Phillips attended, representing this pillar in her zest for travel and significance in the Australian media. Equipped with an Insta Printer Camera, Lauren shared snaps of the guests on a gallery wall, allowing the playful energy of the event to shine through.

Sustainable Salons, Pureology’s eco-conscious partner, were also in attendance, with the company’s co-founders Paul Frasca and Ewelina Forocko there to educate attendees about Pureology’s sustainable practices, including the use of 100 per cent recyclable packaging and 50 per cent post-consumer recycled materials. The first edition of the Sustainable Salon’s newspaper, The Green Chair, sponsored by Pureology, was made available, sharing insight into Sustainable Salon’s initiative to divert 95 per cent of hair salon waste from landfills.

Pureology ambassador John Pulitano (Headcase Hair NSW) reaffirmed his passion for the products. “I love recommending Pureology haircare to my clients as it has been especially formulated for all types of colour-treated hair,” Pulitano personally prescribed haircare products to guests during the event. “Each range has a targeted focus and delivers improved strength, softness and enviable colour radiance.”

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John Pulitano

Created in 2001 and launched to Australia in 2009, Pureology products are powered by hair science that is underpinned by L’Oréal Advanced Research. An exclusive AntiFadeComplex® is specifically utilised to ensure colour endurance, shine and hair health, through the power of 100 per cent vegan formulas and sustainably-sourced plants extracts.


Anchored by these innovations, Pureology is launching into its next phase, revelling in key concepts that capture the beauty of the hair industry – in its artistry, luxury, sustainability and sheer joy.

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