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September 19, 2019

Product Environment

The Hair Color & Pollution Protection You Need

Save Your Color

You know the feeling of walking out of the salon with fresh hair color? It's pretty great. And it lasts for… a few days. That's because the environment and the normal, everyday things you do to your hair help leach out that color! So when it’s time to go in for fresh hair color, it’s not just about root re-growth, it’s about that fresh look and feeling you love.

PureServe line of Color Saving products does the amazing job you’ve dreamed of. It doesn’t strip away color or vibrancy. Instead, it treats your hair and scalp like the delicate flower it is, and kicks up your shine to 11. Plus its smell, made of essential oils, is divine. No sulfates or sketchy ingredients. It’s plant-based, safe, pure, and it works.

After 30 washes:

High Performance Pollution Solution

Our PureServe is not just for color treated hair. It is also perfect for city lovers, outdoor enthusiasts, swimmers, beach-goers, golfers and so on, as it helps protect from environmental pollutants (free radicals) like smoke, smog etc.

Pureserve Hair Care


At the same time, PureServe helps your hair retain the needed elements, such as zinc and sulfar for healthier hair.

The Regimen

This three piece regimen includes a Shampoo, Conditioner and Color Shield.  The Shield can be used with any IN Shampoo or Conditioner for environmental protection.  IN co-creator, Nicole Rechelbacher loves the Color Shield. “PURESERVE SHIELD has a bunch of secret uses. The product junkie in me loves to figure out new ways to use it. Heat styling, pre-wash, split end fixer, the list goes on.”

Choose Plants

There are products you can buy at your drugstore, boutiques, even at your salon, that are made for color treated hair. But, it is important to look at their ingredients. They’re probably not truly natural (regardless of the label), and they’re definitely not being checked out for safety by anyone of authority in the US. (Check out our upcoming blogs on information about THAT.)

How it Works:

CERTIFIED ORGANIC TILIA-Tilia Tomentosa Bud Extract

Tilia TomentosaTilia Tomentosa Bud Extract creates a protective barrier that blocks out daily damage and seals in moisture.

  • 83% increase in moisturization over 28 days,*
  • 70% confirm a decrease in static providing a balance of movement and vitality.*
  • Provides surface protection against UV, wind and dry atmosphere.*

QUINOA-Hydrolyzed Chenopodium Quinoa Seed

quinoaProtein from the ancient grain, Quinoa, hydrolyzed for stability and added emollience.

  • Has a high amino acid content for nourishment and moisturization of hair.
  • Supports hair color retention, conditioning and protection.
  • 51% improvement in hair shine after 5 treatments,*
  • 25% improvement in hair color uptake for a more concentrated color

BROWN ALGAE-Hydrolized Algin

Brown Algae

Sustainable Brown Algae helps protect hair from free radicals, smoke, smog and other environmental pollutants for smoother, shinier more vibrant hair. It helps hold the needed minerals in hair, like zinc and sulfur, which are needed for healthy hair maintenance.

Check it out here.

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Five Questions for Nicole Rechelbacher, IN Co-Owner

We caught up with our fearless leader & daughter of Horst Rechelbacher, founder of Intelligent Nutrients and Aveda.

Q: How was your childhood different from others?
A: How wasn’t it? My friends thought my dad looked like John Lennon. He was flying all over the world, cooking clove shampoo in our sink, inviting Tibetan monks and Native elders over, and telling us to eat organic instead of OREOS. We didn’t have a picket fence, we had a mandala.

Q: How did growing with an entrepreneur change your worldview?
A: Creativity was a way of life for us—but so was hustle. I was cutting hair in high school. I was schlepping to shows and assisting him onstage. I was doing makeup backstage at hair shows and photo shoots. All while my friends were working jobs as lifeguards or retail.

Dad was never impressed by who people said they were. He was impressed by what you did. And that instilled a big work ethic in me.

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