PHYTO has debuted a new collection to lighten and brighten natural blonde hair, using organic apple cider vinegar as a hero ingredient.
The BLONDE line is “dedicated to 50 shades of blondes.” While the brand's PURPLE collection benefits both natural and bottle blondes, the new range focuses on fighting the dulling effects of oxidation that plagues those born with blonde hair.
The three products in the BLONDE line all contain organic apple cider vinegar made by AOC Cotentin cider, grown and crafted in a region of Normandy, France known for its ancestral techniques of quality and purity.
It’s the collection’s star ingredient due to its ability to tighten hair cuticles, creating optimal light refraction.
The products also contain safflower extract for antioxidant protection and to combat dullness. Like all PHYTO products, formulas in the BLONDE collection replace water with white mallow plant extract to enhance shine.
The collection consists of:
BLONDE Brightening Shampoo — a gentle, richly lathering shampoo that delivers shine without silicones;
BLONDE Enhancing Conditioner — a lightweight, nourishing conditioner that enhances brightness after just one use; and
BLONDE Brightening Spray — activated by heat and made with hydrogen peroxide and vegetable glycerin to lighten blonde hair by 2 shades without drying.