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The latest Purity Design Masterpiece line has been studied in the company's research labs.

Italy is, and always has been, home of beauty, art and talent. Cradle of artists who, by their works, were able to give to our country a fundamental role in the definition of “masterpiece”.

Beauty cannot be conceived without a contribution of the artist’s creative talent. It would be like having a masterpiece forgotten in a drawer. “Purity Design Masterpiece” aims to satisfy this requirement: providing hairstylists, true artists of style, with all the necessary tools to create authentic works of art.

The hairstylist is a beauty creator, an artist that, with Purity Design Masterpiece, has the ideal tools for creating his masterpiece: an unmistakable and unique style. Itely Hairfashion style. It is the result of a careful selection of knowledge that, respecting the great tradition of our country, can only give extraordinary outcomes.

Which ones? Sculpted, shaped, brilliant looks. True masterpieces made in Itely


OZONE + COMPLEXTM : A special complex made by 4 active ingredients that combines the performance with ant-pollution action, UV filter, cosmetic color protection and intense hydration.

MORINGA SEEDS MICRO PROTEINS: They act as a shield against air pollution and prevent micro-particles deposits from the external environment.

BIO MIMETIC PHYTO-CERAMIDS:  extracted from sunflowers seeds, they effectively protect from cosmetic color fading and wrap the hair shaft with a protective film, promoting cohesion of cuticles.

PHYTO-FILTRE: photo-protective active ingredients derived from Bitter Orange and Baobab. They are characterized by an absorption spectrum in UV-A and UV-B rays and mixed with anti-free radicals flavonoids: they protect the hair shaft against premature aging.

ERYDRATE: a natural sugar that thanks to its extraordinary moisturizing power and its low molecular weight, blends easily with the hair fiber giving a surprising “silky feel”. Defends from flaking and prevents frizz.

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