Inspired by skincare, the L’Oréal Paris Elvive Hydra Pure 72H Purifying Shampoo cleanses the hair and scalp of excess oil, impurities, product build-up and dead cells. The formula unites salicylic acid to gently exfoliate and hyaluronic acid for a boost moisture.

Although oil is natural and helps moisturise your hair and scalp, regularly washing hair helps minimise build-up to keep hair looking refreshed. The Hydra Pure formula removes excess oils while maintaining natural moisture levels for up to 72 hours of a clarified scalp and hydrated hair*. Suitable for all hair types including straight, wavy, curly and coily, the shampoo offers optimum results when used with the serum and conditioner from the same collection.

*Consumer test on 59 users, 72 hours after use of the serum, shampoo and conditioner