At Pharaoh's Hairum, we've built 45 years on a single belief: that beautiful hair and a healthy body should never be in conflict. Our new permanent color line — Keune So Pure — is the most natural expression of that belief we've ever offered.
Choosing a color line isn't a decision we take lightly. Every product that comes into our salon has to earn its place — earning the trust of our stylists, our clients, and our own deeply held values around clean, organic beauty. So when we tell you that Keune So Pure is different, we mean it in the most specific, provable sense possible.
Here's the full story — what it is, why it matters, and what it means for your next appointment.
Most traditional permanent hair color relies on ammonia to open the hair cuticle and allow color pigments to penetrate the strand. It works — but the tradeoffs are real. Ammonia creates that sharp, chemical smell that fills a salon and lingers in your hair for days. It irritates the scalp. It stresses hair structure. And for our stylists who apply color dozens of times a week, cumulative exposure to ammonia isn't a minor inconvenience — it's a genuine occupational health concern.
For years, the conventional wisdom was that you had to accept these tradeoffs to get true, lasting permanent color. Gentle formulas meant compromised results. Full grey coverage required harsher chemistry. We didn't believe that had to be true — and Keune So Pure proves it isn't.
"Feeling beautiful shouldn't compromise the health of your hair, your scalp, or the people doing the work. Keune So Pure is what that conviction looks like in practice."
Keune So Pure Color is a permanent, ammonia-free formula that's also free of parabens and sulfates — and it's enriched with certified organic ingredients chosen for their nourishing, restorative properties. This isn't a "natural" product that sacrifices performance. It delivers up to three levels of lift, full grey coverage, and long-lasting, richly dimensional color. The difference is in what it's made of.
We know some of you have tried "natural" color alternatives before and been disappointed. Muted results. Spotty grey coverage. Color that fades fast. We understand the skepticism — and we want to address it directly.
So Pure Color comes in over 35 intermixable shades. It lifts up to three levels — which covers most of the creative work our stylists do. It provides 100% grey coverage, even on the most stubborn grey hair. And because the formula is developed alongside a paraben-free developer enriched with color stabilizers, the results last. Your color won't look "natural" in the faded sense — it'll look natural in the most flattering, dimensional sense possible.
| Feature | Keune So Pure | Traditional Color |
|---|---|---|
| Ammonia-free | ✓ Yes | ✗ Contains ammonia |
| Paraben & sulfate-free | ✓ Yes | ✗ Often contains both |
| Certified organic ingredients | ✓ Yes | ✗ No |
| 100% grey coverage | ✓ Yes | ✓ Yes |
| Up to 3 levels of lift | ✓ Yes | ✓ Yes |
| Nourishes during color | ✓ Yes — rebuilds keratin | ✗ Can damage structure |
| Scalp protection | ✓ Coconut-base, no staining | ✗ Potential irritation |
| Pleasant fragrance | ✓ Jasmine & sandalwood | ✗ Strong chemical smell |
If you've been curious about color but hesitant — because of scalp sensitivity, because of the smell, because you're pregnant or nursing and concerned about chemical exposure, or simply because you care what goes on your body — So Pure was made for you.
If you're an existing color client, you'll notice the difference in the chair. No sharp chemical scent. A more comfortable scalp experience. Hair that leaves feeling softer and more hydrated than when you arrived. Your results won't change — except that they may actually improve.
And for those of you who ask us every season what products we use and why — this is us telling you: we upgraded again, because we always will.
One thing we're especially proud of: our stylists are as excited about this change as we are. Our team applies color all day, every day. The elimination of ammonia exposure isn't just good for clients — it meaningfully improves the working environment for every person in our salon. That's the kind of decision we make every time: one that's good for everyone in the room.
Keune So Pure is cruelty-free, vegan, and part of the broader Keune So Pure ecosystem that includes a paraben-free developer, an After Color Shampoo, and a conditioning regimen designed to extend the life of your color naturally. We'll be carrying the full line for retail so you can continue the experience at home.
"Our stylists apply color all day, every day. Ammonia-free isn't just a client benefit — it's a promise we make to our team, too."
Keune So Pure is now available at both our Henrietta and Fairport locations. Whether you're a longtime color client or considering color for the first time, we'd love to introduce you to what clean, professional color really feels like.
Book online or call either location — and mention So Pure when you book if you'd like to talk through your options with your stylist ahead of your visit.
Now available at all locations
Book your Keune So Pure color appointment at our Henrietta or Fairport location — and ask your stylist about the full So Pure retail line to continue the experience at home.
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