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Divina Pure Ammonia Free Permanent Hair Colour


Simply Natural, Technically Perfect, Totally Professional

Divina.Pure is the ammonia-free permanent color line with powerful treatment properties that respects both hair and the environment.  Ammonia, fragrance, parabens, allergens and silicones have been eliminated from the formula to provide maximum comfort and respect for the hair.

The secret?  Oleo-K-Rich, designed exclusively for Divina Pure.

What it is?

  • A hair colouring with powerful treatment effects that is still respectful of both your hair and the environment.
  • Ingredients such as ammonia and artificial fragrances have been eliminated, making way for new formulas that guarantee maximum comfort and care for your client’s hair.
  • Both the packaging and all the materials used to present this product are ecological and recyclable.


DIVINA PURE, thanks to its formulation, offers your ingredient, conscious clients, a unique experience of beauty and well-being.

It’s been formulated to reduce the risk of developing allergy * while still delivering colour vibrancy, lastingness and coverage without compromise. So simple, it’s brilliant.
  • DIVINA PURE is a coloring line with great treating properties for a nourished and conditioned hair .
  • Is a permanent hair color which offers optimum results according with Divina quality : 100 % grey hair coverage , maximum durability and with a highlight power of 3 shades .
  • Available in 39 beauty shades ranging from sophisticated blonde and brunette to bold black or daring red .
  • DIVINA PURE leaves hair vibrant and full of vitality .

Especially Recommended For:

  • It’s formula makes it ideal for all hair types .
  • People with a sensitive scalp *, who have given up on coloring their hair because of the characteristic itching and stinging
  • Committed people with respect for the environment
  • People who are sensitive to ammonia and/ or artificial fragrances .
  • Those who have never colored their hair
  • Improving the coloring of overly porous hair .
*Although the risk of developing new allergy is reduced, there remains a risk of allergic reaction that can be severe.  Always perform an Allergy Test 48h before each colouration.  Strictly follow safety instructions.  If your client has ever experienced an allergic reaction to hair colourants, you should not colour.

Óleo K Rich

The secret formula
DIVINA PURE has been enriched with Ó LEO - K - RICH , a new active complex that acts deep down, thanks to the powerful cosmetic properties of its ingredients :
Natural extracts, oils carefully chosen for their function and properties, and a combination of direct pigments that maximize comfort during the coloring colouring


Protects and strengthens hair



Hydration and smoothness

Brazil Nut

Brazil Nut

Extreme shine and nutrition

Natural Colours In Vogue

Discover The 10 New and Incredible Shades of DIVINA.PURE

Platinum Blonde
Very Light Coppery Brown
Light Mediterranean Sand
Light Chestnut Brown
Ash Blonde +
Lightest Ash +
Deep Garnet Red
Light Sandy Blonde
Lightest Sandy Blonde

Divina Pure Colours


We were committed to a vision, a goal, a dream, being aware of the reality and looking for the perfect result, and DIVINA PURE was born; a permanent, highly-treating, odor-free colour and with maximum power referring to grey coverage.

Ingredients such as ammonia, artificial fragrances, parabens and silicones, have been eliminated, making way for new formulas that guarantee maximum comfort and care for your client's hair.

The secret? Oleo-k- Rich, exclusively created for Divina Pure.

Divina Pure properties
  • Protect and strength hair.
  • Direct pigments that act in the fiber and powder color’s action.
  • Antioxidant, hydrating and nourishing properties.
  • Reconstruct ill-treated hair.
  • Easy to comb.
  • Colors with plenty of naturally and shine.

Divina Pure Shades

Light Sandy

Light Sandy

8.13 | Light Sandy Blonde
9.13 | Lightest Sandy Blonde


1 | Black
4 | Dark Brown
5 | Brown
6 | Dark Blonde
7 | Blonde
8 | Light Blonde
9 | Lightest Blonde
10 | Platinum Blonde


5.1 | Darkest Ash
6.1 | Dark Ash
7.1 | Light Ash
8.1 | Lightest Ash
8.1+ | Lightest Ash Plus
9.1+ | Ash Blonde Plus


5.4 | Dark Coppery Brown
6.40 | Light Coppery Brown
7.40 | Very Light Coppery Brown
Warm Browns

Warm Browns

6.23 | Mediterranean Sand
7.03 | Caribbean Sand
7.21 | Desert Sand
7.23 | Light Mediterranean Sand


5.6 | Dark Red
6.6 | Garned Red
6.66 | Deep Garnet Red


4.20 | Violin Dark Brown
5.20 | Light Violin Brown
6.20 | Violet
Cool Browns

Cool Browns

3.02 | Dark Brown
4.02 | Brown
5.02 | Havana Brown
5.13 | Chestnut Brown
6.13 | Light Chestnut Brown
Naturals Plus

Naturals Plus

1+. | Intense Black
5+. | Intense Dark Blonde
7+. | Intense Natural Blonde
Light Ash

Light Ash

9.12 | Pearly Blonde
9.01 | Silvery Blonde

Eco - Sustainable Hair Colour

  • Better salon experience
  • Reduced risk for allergies
  • Healthier salon atmosphere
  • Sustainable Packaging & manufacturing methods
  • Certified packaging
  • 39 sublime shades

Aluminium :

  • Elegant, natural, extremely resistant to corrosion.
  • This is the perfect material for our tubes.
  • When aluminium is used for cosmetic packaging,it isinternally protected so that contact with the contects is perfect.
  • The recycling of aluminium uses an amount of energy equivalent to only 5% of that used for its production from scratch.
  • It’s 100% recyclable and infinitely reusable.

Certified Packaging:

PEFC certifications , which ensure that our materials come from managed forests in a responsible manner. Respectful packaging , at the forefront of fashion , seeking to be attractive , original and Eco - sustainable.

No Superfluous Packaging :

To minimize our impact on the environment , we chose to use only the minimum amount of packaging , avoiding excess .
Activating Cream

Specific Activating Cream

DIVINA PURE ACTIVATING CREAM has been especially formulated for on use with DIVINA PURE hair color .  It is essential to use this color activator to boost the joint action of the active ingredients in its formula :

4 activation levels, for different technical intensities :

Actuation Levels


Hair Colour
Technical Products