L’Oreal Paris develops sulfate-free EverPure hair care line

NEW YORK L’Oreal Paris is rolling out for early 2009 its new EverPure line of sulfate-free color care hair products.

EverPure is free of harsh sulfates, surfactants and salts that can strip and dull color-treated hair. In place of harsh ingredients, EverPure features an Anti-Fade System of shampoos and conditioners. According to L’Oreal, testing shows color to last up to 32 washes.

For an aromatherapeutic and spa-like experience, the 100-percent vegan formulas are infused with rosemary, juniper and mint extracts.

The collection includes EverPure Moisture, Smooth or Volume formulas. The conditioners and masques feature both UVA and UVB filters to help protect hair from UV rays. For additional coverage, there’s also a UV Protect Spray that can be used on all hair types. Suggested retail prices range between $6.99 and $8.99.