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“…The world is always looking for the magic wand for unwanted yellow tones, well we found it and it’s a lifesaver!”

Sophia Hilton, founder of Not Another Salon and INNOluxe Ambassador

Keeping your locks cool, ashy and more Ice Queen than Goldilocks has been a battle since the start of time. OK maybe we’re not quite talking since the big bang (they had other things to worry about), but it’s been a long wait.

Wait no more.

PLATINUM marks a massive leap forward for keeping blonde tones just as you want them. Our super-sumptuous PLATINUM toning shampoo, conditioner and mask are formulated to be used both in-salon and at home, keeping those blonde shades fabulous AND your tresses strong and shiny between appointments.

PLATINUM uses colour technology to cool off yellow and orange pigments in blonde hair. The shampoo boasts intense purple tones, the conditioner pampers you with violet shades and the mask luxuriates in a sumptuous deep blue hue. They work together to leave your colour as you want it, whether that tone is cool blonde, ash, grey or white.

The PLATINUM range isn’t just about neutralising yellow tones, though. Each product does that, plus so much more…

PLATINUM Shampoo cleanses your hair in the kindest of ways, free of both sulphates and sodium chloride. Its soybean, glycerin, vitamin B5 and betaine formulation strengthens, hydrates, thickens and adds that INNOluxe shine.

Next, we’ve blended camelina, olus and rice bran oil with murumuru and capuacu butters to create our sublimely lightweight violet PLATINUM Conditioner.

And to finish your indulgent salon-at-home experience, we’ve topped it all off by using argan oil, wheat proteins, murumuru and capuacu butters to formulate the deeply nourishing PLATINUM Mask to seal all that goodness into the hair.

PLATINUM: try it today and you’ll never look back.