How do our founders, Erika and Elisa take care of their platinum blonde? Learn about (and shop!) the E's custom regimens. Use promo code PLATINUM10 for $10 off your custom regimen!
"For me, there is no such thing as TOO BLONDE! I spend a TON of time in my colorist’s chair, which also equals, yup…a ton of damage. Even the slightest hit of yellow ruins my day. My perfect BLNDN regimen is the Fine Platinum Regimen. I shampoo everyday with Brighten You and follow with our ammonia and peroxide free toner Tone You. I have super fine hair but a lot of it, so Nourish You conditioner is the perfect amount of moisture without weighing my hair down or looking like a grease mop halfway through my day. I ALWAYS ALWAYS ALWAYS finish with Save You on my damp hair before I blow dry to protect against the heat and give me extra softness, shine, and bounce. I’m also totally addicted to Keep You Dry Shampoo. I use it for texture on clean hair, but it also helps soak up the oils after a lunchtime yoga session. - Erika, Co-Founder and "Big E"
"Purple, purple and more purple! If my hair isn't bordering on a smoky lavender, I'm not having a good hair day. My hair is thicker than Erika's, but I wouldn't consider it thick, so the Platinum Regimen for Medium Hair is my go-to.
I have at least two bottles of Brighten You in my shower at all times, and I only shampoo about 2 times a week so I always lather rinse and REPEAT to remove any extra dry shampoo or hairspray. I slather on Tone You after I shampoo and leave it on for upwards of 10 minutes to achieve that lavender hue that I love. My last step is Repair You mask for extra hydration to keep my hair soft and shiny so that I don’t need to wash everyday (I have two children… moms out there, you understand…). Save You is a must whether I air dry (see “two children” above) or blow dry. If I do happen to get a date night out with the hubs, I’ll finish off big sexy curls with our Hold You hairspray."
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