PHYTO kicked off the new year with two new lines — Purple and Color. Both focus on maintaining hair color—removing brassiness from blonde, grey and white tones, and keeping salon color rich, vibrant and fade-free.
The two collections debuted on Jan. 1. (Psst: word on the street is PHYTO also has an advanced hair-repair line in the works and is close to launch.)
PURPLE
This line neutralizes ultra-brass yellow tones for anyone with ash, platinum, or polar blonde hair, and those who no longer color their hair.
Purple pigments—the opposite of yellow on the color wheel—are long known for their ability to counteract brassy tones that "warm up" cool blonde, gray, and white hair. Featuring edelweiss extract, which prevents oxidation and yellowing, Phyto’s new Purple routine includes:
- Purple No Yellow Shampoo ($26) — This non-astringent cleanser washes hair without drying it out. Ultra-pigmented with a deep and intense purple shade, it neutralizes yellow or brassy tones.
- Purple Repairing No Yellow Mask ($38) — This creamy "ultra-purple" mask has a rich texture that envelops the most fragile hair in a lavish formula that delivers deep repair action. Its anti-yellowing properties brighten up cool tones. This treatment leaves hair looking ultra-soft and vigorous, while retaining its cool hue.
COLOR
This new line enhances and nurtures color-treated and highlighted hair and protects from fading in a three-step routine that includes:
- Color Anti-Fade Shampoo ($26) — Delicately removes accumulated dirt from hair fiber and is ultra-gentle on color pigments. It leaves color-treated and highlighted hair clean, lightweight and luminous.
- Color Radiance Enhancer Conditioner ($28) — To be used after the Anti-Fade Shampoo, this fluid conditioner not only makes detangling easier, but provides remarkable shine from the first application. Color-treated and highlighted hair is easy to style, and the color appears increasingly luminous.
- Color Extend Mask ($38) — Optimize shine with this lavish treatment that completes the hair-care routine with a two-fold long-term promise: lasting color and beautiful hair fiber. Its high concentration in active ingredients protects and revives pigment intensity, while deeply repairing sensitized hair. It leaves color-treated and highlighted hair looking stronger, healthier, beautiful and shiny for several weeks.
PHYTO has replaced water with a White Mallow plant extract in all its formulas. Sourced in France and organically farmed, this extract, known for its high polysaccharide content, leaves hair softer, more supple, and twice as shiny.