Whether you’re ashy, platinum, barbie blonde, or even bronde, a purple shampoo is most likely a staple in your haircare routine. However, neutralising those brassy tones usually comes with a trade-off. Most purple shampoos can be drying for lightened locks, which isn’t ideal for coloured, already fragile hair.

Ice Blonde by Natural Look is poised as the latest must-have iteration of blonde care technology from the beloved Australian beauty brand. Building on and rebranding the renowned Silver Screen range with this new launch, the hero feature is Iceplex Bond Builder Technology©, which is the brand’s supercharged complex of Amino Acids formulated to build keratin, penetrate the hair cortex and restore it from within.

This feature technology is Ecocert and COSMOS compliant, with Hydrolysed Quinoa Protein, Olive Oil, Creatine, 100 per cent Organic Argan Oil and Olive Leaf Extract comprising the refreshed formula. This blend of five multi-functional, scientifically proven ingredients ensures a deeper penetration into the hair and works in conjunction to intensely hydrate, smooth and promote stronger, healthier hair.

The hues also boast concentrated violet and blue pigments to neutralise and counteract yellow and brassy tones, while brightening blonde hair and adding tone to grey or white hair, in an improved high-performance anti-yellow formula.

Touted as a boldly advanced solution to anti-yellow haircare, the range is designed to refresh and maintain that perfect blonde look, combatting brassiness in both natural and coloured blonde hair. The products offer visible results from the first application.

The Ice Blonde Silver Screen full care regime is comprised of the Ice Blonde Anti-Yellow Shampoo for express toning and the Ice Blonde Anti-Yellow Conditioner to nourish with Aloe Vera and Omega 9. The Ice Blonde Anti-Yellow Detangler is a porosity equaliser and leave-in product that offers a UV filter and thermal protection with Creatine and Panthenol, while the Ice Blonde Anti-Yellow Toning Mousse conditions with active botanical extracts. The Ice Blonde Anti-Yellow Smooth Ends is a toning and anti-frizz tool and, finally, the Ice Blonde Anti-Yellow Repair Serum is an antioxidant  an anti-frizz product, infused with 100 per cent organic argan oil and Lilly Pilly extract.

This rebranding also boasts a new clean, sleek and simple design true to the Natural Look philosophy, with the products housed in a deeper, purple-toned packaging with a satin finish, representing the formulas’ strength and performance. The packaging is also suitably sustainable, as manufactured with up to 80 per cent solar energy  and made up of per cent PCR content (Post Consumer Recycled Materials).

In the same mindset, the products are free from parabens, petroleum-based products and ingredients that may harm or deplete the planet’s natural environment and are also vegan friendly and cruelty free.

The future of ice blondes is here, qualitative and environmentally friendly. 

For more information visit www.naturallook.com.au

Main image: @sydney_sweeney