The idea of PureOlogy was to create an entire range of shampoos, conditioners, leave-in treatments and styling products that work together to maintain the health and vibrancy of hair colour between professional colour services.  The key was to create product formulas that reduced hair colour fading while at the same time helping to condition the hair with natural blends of Certified Organic Botanicals.

As a result, Markham created products that contain sulfate-free formulas (sodium chloride is known for stripping colour from the hair, causing increased oxidation hair colour fading and damage) and an Antifade Complex - a new proprietary ingredient technology of sunscreens and potent antioxidants that function as free radical inhibitors to minimize oxidation, prevent damage and fading from UVA/UVB rays and maximize colour retention.

Certified Organic Botanicals are derived from various portions of plants, such as leaves, flower roots, and berries, providing concentrated natural conditioning to all hair types.