We frequently get questions about which company owns what product in the beauty biz. It`s hard to keep track without a score card because all the big companies keep buying up all the little ones! In the past, we`ve written about the brands of corporate giants P&G and L`Oréal. (Want to be surprised? Follow the links to see who owns your favorite brands)
Well, here`s the latest news: L`Oreal has gobbled up the PureOlogy brand. This luxury American brand is sold through professional hairdressers and is known for its range of sulfate free shampoos. (By the way, you can click here if you want to learn about our cheap way to experiment with sulfate free shampoos.)
Only time will tell if, and how, L`Oreal plans to change this popular salon brand. Do any of our loyal Beauty Brainiacs us PureOlogy? Let us know what you think.
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I used PureOlogy shampoo for a long time and liked it a lot. Very nice for keeping color true and for not drying out hair.
First item listed in the Pureology shampoos and conditioners is now water (not as concentrated anymore) and there is other ingredients changed and missing. I’m done with Pureology!!!
Pureology is now just following the rules that everyone else in the industry is supposed to be following. If water is not the first ingredient listed in a shampoo it is either a powdered shampoo or it is mislabeled.
Look like someone else isn’t satisfied.
Courtesy of Foilgirl:
We just got our shipment in today and did anyone else notice that the first item listed in the Pureology shampoos and conditioners is now water? Crazy how Loreal buys them and the first thing they do is “water down” the product (but not the price). Our loyal Pureology clients loved the fact that there was no water in the shampoos/conditioners because the product was so concentrated. It was also a major selling point – to many clients it justified the $24 they were spending on that bottle. They knew they were spending it on “pure” product – they really liked the first ingredient listed being certified botanical extracts of… I also noticed the addition of a few new ingredients i.e. in the volume shampoo lactic acid and mushroom extract and the ylang ylang is now missing. I didn’t really get a chance to look over the whole line to see what else changed (the hydrate shampoo changed too but I was limited on time). This is really disheartening, guess I’ll have to switch my Pureology clients over to something else because it no longer is a unique product.
Pureology isn’t so pure anymore! Just read for yourself…Our color salon is in agreement with your other responses/comments. The major selling point (of the original pureology) was the certified organic botanicals of pure ingredients. Now owned by Loreal, Those first 3 or 4 pure ingredients are no longer the first 3 or 4 (if at all in the list of ingredients.) There is no way Pureology will ever be what it once was. The consistency of the product (as well as the color) has changed too. With other “sulfate free” products growing in the industry, there are now many choices to choose from (since pureology can no longer “top” these without their pure ingredients. Pureology will hit the road in our upscale salon in NY! You can be sure that we will be sharing these changes that have been made to the consumer!
You’ve got to understand that prior to L’Oreal buying Pureology, Pureology was essentially lying to their customers. They were mislabeling their products to make you think that there was more organic botanicals than there really were. L’Oreal, being a big company, is not allowed to get away with such tricks else they would get sued.
I have been using and selling Pureology for 2 1/2 years. As of recently the ingredients have changed. (not as many botanical oils listed) The moisturizing properties are definitely not the same! I still have some old bottles at home, and the difference is definitely noticeable. Some of my clients have even come to me and asked if something has changed. I just recently found out about the recent sale to L’oreal and I can’t say I’m pleased with the changes being made to the ingredients.
After many comparisons from the old to new forumla, the consensus is Pureology has changed for the worse. And on a side note, Nanoworks isn’t worth the cost either. Pureology is now officially filed into the growing list of very good manufacturers that were bought by L’Oreal and turned average i.e. Pure Hair, Artec, Aveda, etc. It’s not a coincidence that once these companies were bought, consumers started complaining they weren’t as good and without prior knowledge of the buyouts. You can always trust word on the street.
I would love to know the concrete proof that Pureology was lying to it’s consumers. You can say that at the present time now that the original co. doesn’t exist anymore, but to do so without proof would be libel. Truth is the FDA doesn’t regulate the cosmetic industry besides color additives and blacklisted ingredients, so L’Oreal, just like other companies, can basically put what they want in the ingredients list within reason.
Based on your statement “Since L`Oreal is a much bigger company they tend to play by the rules that all the big companies are held to. In the end, this is better for the consumer because you`re getting more truth. Instead of being upset with L`Oreal, you should be thankful that they`re labeling the products honestly.
And by the way, since L`Oreal has a much larger research staff than Pureology, any formula changes they made are probably for the better!”
It seems you are biased towards L’Oreal and away from the needs and experiences of the consumers.
Perhaps ‘lying’ is a bit harsh as we can’t be sure of their intention. Although we didn’t say they were lying. A better explanation might be ‘incompetence’.
You have a good point, we do tend to have a bias towards bigger companies. It’s just that they are more likely to spend money on R&D and less likely to have labeling ‘incompetence’.
If water isn’t the first ingredient on your shampoo label, the product is mislabeled. The only exceptions would be powdered shampoos.
I definitely agree that water should be listed first as this is just fact. In addition, “incompetence” or something synonymous to this is much better than “essentially lying” or statements trying to determine intent. Thank you for correcting that.
Also, I agree that larger corp.’s have a much more hefty budget for R&D expenses and can usually produce better products, but in L’Oreal’s case it seems they choose to buy the name and/or company to boost their bottom line and remove competition, rather than with the intent to improve or sustain the effectiveness of the products. One of the means of profitability is to cut manufacturing costs.
Hands-on experience from many users notice a considerable change in effectiveness of products once acquired by L’Oreal in a somewhat defacto blind test. With Pureology, Artec, and Aveda, the new and old could and can easily be distinguished by viscosity alone (Pure Hair disappeared entirely so no comparison could be made). From this point, it’s all downhill.
Basically, all I’m saying is that it is no coinicidence that consumers, beauty suppliers, and salons all see a downward spiral of satisfaction once L’Oreal consumes a niche company in the hair care category.
You could be right about L’Oreal. Of all the big companies, their products score the lowest in our blinded lab evaluations.
It actually makes sense that they would take a small brand that appeals to a small audience (Pureology only sold about $50 million a year) and try to create one that appeals to a larger audience. Big companies want brands that sell $500 million a year. This often requires changing the formula to be acceptable to more people.
Incidentally, you are mistaken about L’Oreal acquiring and considerably changing the performance of the following brands: Artec & Aveda
L’Oreal doesn’t own those brands.
They do own
Garnier
Kerastase
Matrix
Redken
Kiehl’s
La Roche-Posay
Lancome
I believe you’re right on target for formula changes for the masses. I don’t like it, but unfortunately it’s a fact in many industries. I just wish prices reflected the changes.
But I digress – From the Press release:
In August 2002, “L’Oreal, the world’s leading cosmetic company, today announced the acquisition of ARTec Systems Group, Inc. by L’Oreal’s wholly owned U.S. subsidiary, L’Oreal USA. Terms of the transaction have not been announced.”
“Headquartered in Long Island, New York and founded in 1990 by Mr. Leland Hirsch and Mr. Michael Mazzei, ARTec markets hair care and hair color products for the professional salon industry. Among the company’s brands are ARTec Color Deposit System, Textureline, Purehair, Kiwi and Enamels, all of which are used and sold exclusively through authorized distributors to beauty salons.”
However, I stand corrected, Estee Lauder was the co. to acquire Aveda in Dec. 1997. Fortunately, their coloring system still works effectively.
Yes, you are correct L’Oreal does still own ARTec. They just don’t publicize it on their website so they may be trying to let the brand die.
I don’t understand why you thought Aveda’s products were bad when you believed that L’Oreal owned them but when you found out it was Estee Lauder you thought the products were good.
In referring to Aveda, I mentioned that their coloring products still are effective (dye, toner, etc.) not the FULL product line. Their shampoos, conditioners, and etc. did and do still suffer.
You guys, L’Oreal only bought PureOlogy a few months ago. There is absolutely no way that anything that you have on your shelves was actually manufactured by L’Oreal yet.
I work in the manufacturing industry and know that the packaging changes were to meet international packaging standards, which are much more restrictive that US packaging standards. That means that all ingredients must be listed in order of concentration. So, the certified organic botanicals could no longer be listed as such. They had to be listed by their concentration of water and their binomial nomenclature.
You may feel that some of their claims were false, but everyone’s belief that somehow the product is all of the sudden worse means that you are all probably victims of a placebo effect.
Arayofhope, I don’t know about all the packaging standards around the world but I do know that the US, Canada, and EU accept the nomenclature as laid out in the CTFA’s INCI dictionary. In this way they are not more restrictive than the US.
Ingredients do not exactly have to be listed in order of concentration. Anything over 1% in the formula has to be listed this way but 1% and below can be in almost any order they want.
What is a “binomial nomenclature”?
Stop being selfish here people and
think of the innocent animals…
How is a cruel company, in the ‘dark ages’ to animal rights, like L’Oreal which supports and promotes cruelty to animals by having their products tested on animals?
This isn’t a pleasant or humane process.
How is an effective product like Pureology going to be affected by the change to L’Oreal, since the Pureology brand is a product that ‘does not test on animals’ and in this sense, is cruelty free by supporting animal rights.
What is going on here? I really enjoy using Pureology products and am happy of their choice to be cruelty-free. I would like Pureology to be managed by a supporter of animal rights and even more for L’Oreal to step up and not disrespect, abuse and kill by suffering animals when there are ways to test products using humane methods.
Think about it people and smarten up! Animals do not need to be abused and in pain for our own selfish needs when there are indeed alternatives readily available to choose from.
Companies need to put their egos in check and selfishness aside and go for it! The animals need you and customers willing to buy and support your products need you no less!
Yep. Primary ingredient is now water–no more organic botanicals as the first 3 ingredients in their shampoos and conditioners. I used to LOVE this line. Now, I’m disgusted. Looks like my new HG shampoo will be Aveda’s Color Conserve (which I’ve been using recently and really like)
I think its a pretty big coincendence that the formula label changed and it showed up in retail stores at the same time it got bought out by Loreal. Now they will only be concerned with the big picture, not the little guys…im having a hard time ordering it in right now at my salon!!
Ha Ha Ha, Ya’ll are killing me! This blog has gone from Loreal spending millions on Purology just to water it down and kill it, to Loreal is the anti-christ killing animals. Loreal had to quit animal testing to acquire Redken thanks to Paula Kent-Mehan. She would not sell the company unless they agreed to it. Loreal is a giant in the beauty industry because it diversified and is trying to conquer all segments of it. Whether it’s the OTC market, Professional market, or super luxury market. Take advantage of the deep pockets that have been given to Purology and capitalize on their marketing. Loreal has done more to help increase the standards in the beauty industry than anyother company. It’s ashame so many of us are to dang pig headed to realize it. OOPS, I guess I have a bias.
I will never purchase Pureology again. I am very upset with the line itself, and have witnessed the changes. My clients have been complaining on the product which leads me to believe they are “The ultimate Judge”.
why is it that neither the LOreal website nor the PureOlogy site mentions that LOreal bought them?
I found this link to the Pureology site answering some of the questions related to formula changes. This says that the formulas have not been altered since L’oreal purchased the line in May 2007, and explains why the ingredient lists have changed. Check it out here:
http://www.pureology.com/nochanges/faq.html
I only just started using it. Maybe it isn’t as good as it was, but it is still the least amount of product I ever had to use to get good, creamy lather and it is the only shampoo conditioner I’ve used that I could tell a real difference. The nano glaze is great. It really is stupidly priced, but I bought it, so I must think it is worth the money.
I have used Pureology for about 3 years, and loved it! I am very disapointed that they were bought out…
But…I found a new one that is comparable (and maybe even better!) The salon I get my hair done at is going to start carrying it instead of Pureology. its called Kevin Murphy, and its from Australia. Its amazing! She used this stuff called Angel Wash and Angel Rinse on my hair, and it was so soft and silky I couldnt stop touching it! it is also sulfate free…Antways, give it a try if you come accross it
To Jaynelle: That’s not “Kevin Murphy” but “Kusco-Murphy.” While I am glad you seem to be enjoying it, K-M is hardly comparable to PureOlogy. Sure, they have recently reformulated many of their shampoos to be “sulfate-free,” but they do not have a color care focus, nor are they organic or vegan, and there are many questionable ingredients in this line.
In all the literature I have on Kusco-Murphy, from their very own representative, the word “organic” is absent. In talking to my rep, she claims they are an organic line, but feel that is not their market and they don’t want to promote it that way. Doesn’t it seem preposterous that a company could toot it’s organic horn, yet would choose not to in this day and age? Or perhaps something is awry there….
To the Stylists: It is not easy to find high performance, professional, organic salon products. PureOlogy delivers–yes, I’m still a fan, but I do get what you all are saying about it feeling different, only I’m not as critical– however, they are in no way pure. There is a certain degree of sophistication to the new Green Breed of consumers, and there are plenty of ingredients in PureOlogy that they still refuse to be exposed to. Could there be a perfect professional product out there? We need something PURE!
Good luck to all the Cosmetologists in their struggle with the L’Oreal purchase. It isn’t fun for me either, but none of my clients have noticed any changes and I’ll continue to use it and carry it at my salon. Meanwhile, I think we should all hold the industry to much higher standards, and I am continually looking for increasing quality and safety in our field.
To Jaynelle and everyone:
Well, SHUT MY MOUTH– I am SO SORRY I so quickly jumped to the conclusion that you had the name of your own shampoo wrong! I am so embarrassed that I knew nothing about Kevin Murphy, so when I saw that it came out of Australia, as does Kusco-Murphy, I put in my two cents’ worth. Please accept my sincere apology.
I came across their website just now and want to thank you for leading me to a new eco-minded product. I couldn’t find a list of their ingredients anywhere, or much about their philosophy,but it looks like a worthwhile endeavor to find out more. If anyone has any info or experience with it, I could obviously use some education! ;O)
Again, I am so sorry to be so ignorant and outspoken at the same time!
I am convinced that Pureology Brand is NOT the Same. I am not going to dwell on them since there is are new products out there that will sell exclusive to salons professional only. Check it out Colurehaircare.com it is Sulfate-free, paraban-free, Sodium-free and Nano Technology unlike some others that are out there.And it is made in the United States. I am going to support my country because I want to keep the money in our counrty and local States.
There is a hairdresser owned product line from San Diego called Eufora that doesn’t contain water or powder. It is SLS, SLES and paraben-free. Check them out, they are all about the independent salon and hairdresser.
The fact that Pureology is a vegan brand now owned by one of the worst, next to P&G who is the worst, practicers of abhorrent and cruel animal testing practicers is absurd. Keihls, Body Shoppe and Pureology are worthless to people like me who refuse to contribute to or patronize companies who refuse to stop unecessary animal testing. It’s a shame.
Would you shove your shampoo, mascara or razor in the eye of your beloved dog or cat? Next time you buy L’Oreal, picture your pet with it’s head sticking out of hole in a crate, unable to move, while heartless clinicians drop bleach, sulfates, and other toxic chemicals into it’s eyes, inject them under their skin or force them to ingest them. L’Oreal and other big companies won’t stop uncessary testing until the public puts it’s foot down and refused to buy their products.
The European Union banned animal testing without compromising the products OR making them more expensive, why can’t the US?
While the EU banned animal testing of cosmetics, it doesn’t go into effect until 2009. And there is some debate as to whether it will be delayed or not.
No company does animal testing unnecessarily. At the very least, it is a PR nightmare.
If the public wanted to end animal testing, they would petition their government to get it done. Companies that do it are required to do animal testing to prove that their products are safe for sale. This isn’t something they “want” to do. It is something required by the US (& European at the moment) government.
Still use Pureology and see no difference so will continue using it until I do.
I <3 Pureology still!
I can read just about any label and the 1st ingredient is water
example
brocato carve texture icing #1 water
OPI avojuice skin quenchers #1 water
Pure Hair geranium replenishing tonic#1 water(yes it is sitting here I have a stockpile of it)
Joico K pak deep penetrating reconstructor #1 water
Scruples Menz Thickening Shampoo #1 water
I could go on for hours
The earth and our bodies contain vast amounts of water…Its not a bad thing.Of all the things to complain about geez!water?They should put Koolaid in it !OH NO THAT HAS WATER IN IT TOO!
Truth is brands change all the time…sold,bought,reformulated,repackaged.Sometimes for the better sometimes for the worse.Its not just l’oreal that does it either.Graham Webb and Sebastian are FAMOUS for the old repackage and reformulate switcharoo.Even American Crew has changed things.Dermanew ,CHI/Farouk,every single line out there does this.
If pureology doesnt work for you anymore try something else.Guarantee the new stuff you fall in love with will be discontinued eventually.
Sebastian is even changing Shaper+ now which has been around for at least 20+ years!
Just dont let water be a deciding factor in products you choose to try cause thats just silly.
Loreal tests on animals. Pureology is no longer a cruelty free product. don’t buy it.
Pureology has definitely changed. I started using it last winter and it was wonderful for my dry scalp. I purchased a new bottle 3 months later and I have never had such bad dandruff. Next!
I find it quite unethical business practice when unbeknownst to faithful customers like myself, Pureology has changed the formula inside the Super Straight®
Hair Condition. No change in the ingredients listing, the color of the bottle or the name, just something of much less and unacceptable quality inside. After having a disappointing experience in the shower with my new bottle I had to return to the store where I buy my Pureology products. The salesperson and myself compared the substance inside newer bottles versus older bottles and confirmed the very obvious difference.
I’ve sent an email to Pureology demanding that they make it obvious on the label that the formula has been altered/changed. I am waiting to hear back from them.
Anyone that believes that Pureology is as good as it was now that L’oreal has bought it out is crazy. You know when this occurs the product is always going to suffer and I for one will find another. Pureology was an exceptional product and it isn’t anymore pure and simple.
hey guyspersonally dont nhave enough current info on pureology or loreal to give an honest opinion , but there is a somewhat new line called surface that is all the things purology once wwas, it is from wayne grund. check it out and see what you think! hope its what your looking for.
i am a user of many different products under the loreal umbrella and just because loreal acquires another brand doesnt mean they intend to change any of the products they manufacture, they purchase a brand because it adds to the companies bottom line and prestige, and why would they risk that by changing the products formulation? doesnt make sense, if u liked pureology in the past, you still will, nothing will change, they company will not change except for the fact its owned by a different company
I don’t know how Pureology was before the buyout, since I started using it a few months ago, but I love it a ton. I’ve almost gone through the bottles I got and am trying to figure out whether to stay with that line of it or go for another one – like volume vs hydration. I went from Pantene (yes, I know, it’s the devil) to Paul Mitchell to Abba (sulfate free) to Pureology and I really don’t want to spend more money and time trying to find a “purer” hair product when Pureology as it is remains one of the best performing hair lines I have ever used – not to mention it smells and feels nice.
As for those screaming L’Oreal kills animals, I’ve stopped worrying about animal cruelty because unless you grow everything from medications to soybeans yourself, then animals (and/or humans) have been harmed somewhere along the way. Eventually you realize you’re lying to yourself and a hypocrite, or you become an activist who lives in a hippie commune like the hardcore PETA people, or you accept reality for what it is and stop beating yourself and others up about it.
Loreal is to beauty products what Searle Monsanto (GMO KING) is to food products. The bigger the corporation, the more corrupt. Count on it. Try BWC Rosemary Mint shampoo and conditioner, which contains lots of natural botanicals and essential oils like peppermint, and it doesn’t cost an arm plus a leg. (Beauty Without Cruelty)
I currently use Pureology Fast hold gel in a pump container. I like it because for the most part when it dries it drys Stiff. I put it on wet hair. All other products ive tried drey soft…….. dont want soft. I like the spikey,disshoveled look. Will this product still be carried by the new company? Will they change the formula? Really concerned. Very hard to find a gel that drys hard. What do you reccomend????????/
@ Julie, ur comments are insulting! I support beauty without cruelty and I am very informed about what I eat and suffering animals have to go through to make women beautiful. People have choices , animals don’t. And, I don’t live in a hippie community. WRT Pureology, I stopped using it when I realised it was owned by L’Oreal, I refuse to support them and beware Body Shop, also owned by L’Oreal. If it doesn’t say Beauty without Cruelty (loud and proud), then its tested on animals. I also emailed them asking why they don’t say on the bottle product of L’Oreal because they are deceiving people like me who only found out later, knowing full and well they test on animals. Needless to say, they never sent a response, so typical and proof that they have blood on their hands. Pls watch some undercover footage of lab animals and u will be more aware of products you use.
Pureology Nanoworks has DEFINITELY changed. I have been using it for almost four years and my most recent purchase was quite a surprise. When my liter bottle ran out I bought a new one and it was so different that I accused the seller of selling me a fake. It had a much thinner consistency. The color had also changed. Nanoworks used to be a pearlescent white and now it is yellowish. The seller I purchased from gave me another bottle to prove it was the real thing and it was more of the same. It also has a bit of a soured smell to it that stays in your hair.
I am very disappointed!!! Does anyone know of anything comparable to the old Nanoworks.
I am going next month for training to be a Surface Artist. I was formerly a Pureology Salon. While I have not been able to tell a difference in their products, and customers haven’t complained about it not seeming the same, they have gotten upset over the products they have discontinued and we are all mad over the diversion now that it is not privately owned. Until I took my daughter to be allergy tested I was not aware of harmful chemicals in the Pureology that emits Formaldehyde and also there are sulfates in them that are used as cleansers, also used in dish soaps, and garage floor cleaners…that is what gives Pureology the rich bubbles. I am transitioning my salon to Surface products and would highly recommend them to all of you. They are completely sulfate free, gluten free, paraben free, and totally vegan, no pop, dea, tea. It’s an entire line dedicated to a healthy stylist, client and Earth. Check em out!!
Owned by Loreal , I’m done with Pureology!! Loreal it is not on the animal cruelty-free list. They do test their products on animals… Bye bye Pureology……
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