All Items 70% OFF

salon-fresh color,
40 washes later*

the protector collection is stylist-trusted to shield your shade from heat, UV + other common color faders.

Shop Now

Best Sellers

amika:aura hair and body mist amika:aura hair and body mist
-70%
amika:aura hair and body mist
Regular price $28.00 Sale price$8.40
blowout babe thermal ionic hairbrush blowout babe thermal ionic hairbrush
-70%
blowout babe thermal ionic hairbrush
Regular price $100.00 Sale price$30.00
the wizard detangling primer (original) - 5 oz / 150 ml the wizard detangling primer (original) - 5 oz / 150 ml
-70%
the wizard detangling primer (original) - 5 oz / 150 ml
Sale priceFrom $4.80
the wizard silicone-free detangling hair primer (silicone-free) - 5 oz / 150 ml the wizard silicone-free detangling hair primer (silicone-free) - 5 oz / 150 ml
-70%
the wizard silicone-free detangling hair primer (silicone-free) - 5 oz / 150 ml
Sale priceFrom $4.80
the kure strength repair conditioner - 9.2 oz / 275 ml the kure strength repair conditioner - 9.2 oz / 275 ml
-70%
the kure strength repair conditioner - 9.2 oz / 275 ml
Sale priceFrom $3.90
the kure intense strength repair mask - 8.4 oz / 250 ml the kure intense strength repair mask - 8.4 oz / 250 ml
-70%
the kure intense strength repair mask - 8.4 oz / 250 ml
Sale priceFrom $4.20
the kure strength repair shampoo - 9.2 oz / 275 ml the kure strength repair shampoo - 9.2 oz / 275 ml
-70%
the kure strength repair shampoo - 9.2 oz / 275 ml
Sale priceFrom $3.90
superfruit star lightweight hair styling + heat defense oil - 1.7 oz / 50 ml superfruit star lightweight hair styling + heat defense oil - 1.7 oz / 50 ml
-70%
superfruit star lightweight hair styling + heat defense oil - 1.7 oz / 50 ml
Sale priceFrom $6.60
Load more

Gift Your Hair Some Joy

Small daily self‑care creates big‑time confidence. Grab this must‑have, enjoy up to 70% OFF, plus global free shipping to wherever you live.

SHOP NOW

the #1 dry shampoo in the US* just got sweeter

meet perk up GUAVA GRANITA dry shampoo, a limited-edition collab that combines the clinically proven oil-removing formula you love with a sweet juicy scent you can’t resist.

SHOP NOW

*Source: Circana, LLC, US Prestige Beauty Total Measured Market, Dry Shampoo/Dry Conditioner by Product, Dollar Sales, Annual 2025

a new kind of color care

find out why the protector collection is a game-changer for you (+ your colorist)

LEARN MORE

the protector's best friend

reduce breakage + prevent future damage with our color-safe strength repair collection

SHOP THE KURE

shop by favorites

shop award-winning bestsellers, last chance products + our value sets for wow-worthy savings.
travel-sized soul-utions soulstruck, perk up dry shampoo + soulfood travel haircare set travel-sized soul-utions soulstruck, perk up dry shampoo + soulfood travel haircare set
-70%
travel-sized soul-utions soulstruck, perk up dry shampoo + soulfood travel haircare set
Regular price $53.00 Sale price$15.90
the everything shower complete body bundle the everything shower complete body bundle
-70%
the everything shower complete body bundle
Regular price $153.00 Sale price$45.90
soulmate-level masks soulstruck + soulfood mask duo soulmate-level masks soulstruck + soulfood mask duo
-70%
soulmate-level masks soulstruck + soulfood mask duo
Regular price $68.00 Sale price$20.40
soulstruck nourishing dry hair mask soulstruck nourishing dry hair mask
-70%
soulstruck nourishing dry hair mask
Regular price $32.00 Sale price$9.60
shower thoughts soft + silky body wash shower thoughts soft + silky body wash
-70%
shower thoughts soft + silky body wash
Regular price $27.00 Sale price$8.10
soften + refresh duo perk up dry shampoo + soulstruck mask set soften + refresh duo perk up dry shampoo + soulstruck mask set
-70%
soften + refresh duo perk up dry shampoo + soulstruck mask set
Regular price $61.00 Sale price$18.30
soft moves duo soulstruck dry hair mask full + travel size set soft moves duo soulstruck dry hair mask full + travel size set
-70%
soft moves duo soulstruck dry hair mask full + travel size set
Regular price $49.00 Sale price$14.70
so soft, so smooth body wash + body butter duo so soft, so smooth body wash + body butter duo
-70%
so soft, so smooth body wash + body butter duo
Regular price $75.00 Sale price$22.50
amika:aura hair and body mist amika:aura hair and body mist
-70%
amika:aura hair and body mist
Regular price $28.00 Sale price$8.40
blowout babe thermal ionic hairbrush blowout babe thermal ionic hairbrush
-70%
blowout babe thermal ionic hairbrush
Regular price $100.00 Sale price$30.00
the wizard detangling primer (original) - 5 oz / 150 ml the wizard detangling primer (original) - 5 oz / 150 ml
-70%
the wizard detangling primer (original) - 5 oz / 150 ml
Sale priceFrom $4.80
the wizard silicone-free detangling hair primer (silicone-free) - 5 oz / 150 ml the wizard silicone-free detangling hair primer (silicone-free) - 5 oz / 150 ml
-70%
the wizard silicone-free detangling hair primer (silicone-free) - 5 oz / 150 ml
Sale priceFrom $4.80
the kure strength repair conditioner - 9.2 oz / 275 ml the kure strength repair conditioner - 9.2 oz / 275 ml
-70%
the kure strength repair conditioner - 9.2 oz / 275 ml
Sale priceFrom $3.90
the kure intense strength repair mask - 8.4 oz / 250 ml the kure intense strength repair mask - 8.4 oz / 250 ml
-70%
the kure intense strength repair mask - 8.4 oz / 250 ml
Sale priceFrom $4.20
the kure strength repair shampoo - 9.2 oz / 275 ml the kure strength repair shampoo - 9.2 oz / 275 ml
-70%
the kure strength repair shampoo - 9.2 oz / 275 ml
Sale priceFrom $3.90
superfruit star lightweight hair styling + heat defense oil - 1.7 oz / 50 ml superfruit star lightweight hair styling + heat defense oil - 1.7 oz / 50 ml
-70%
superfruit star lightweight hair styling + heat defense oil - 1.7 oz / 50 ml
Sale priceFrom $6.60
the core four stylist-loved treatment set with the wizard silicone-free (core four - wizard silicone-free) the core four stylist-loved treatment set with the wizard silicone-free (core four - wizard silicone-free)
-70%
the core four stylist-loved treatment set with the wizard silicone-free (core four - wizard silicone-free)
Regular price $125.00 Sale price$37.50
the core four stylist-loved treatment set with the wizard (core four - original wizard) the core four stylist-loved treatment set with the wizard (core four - original wizard)
-70%
the core four stylist-loved treatment set with the wizard (core four - original wizard)
Regular price $125.00 Sale price$37.50
travel-sized soul-utions soulstruck, perk up dry shampoo + soulfood travel haircare set travel-sized soul-utions soulstruck, perk up dry shampoo + soulfood travel haircare set
-70%
travel-sized soul-utions soulstruck, perk up dry shampoo + soulfood travel haircare set
Regular price $53.00 Sale price$15.90
the everything shower complete body bundle the everything shower complete body bundle
-70%
the everything shower complete body bundle
Regular price $153.00 Sale price$45.90
super-sized signature set normcore shampoo and conditioner + soulfood mask super-sized signature set normcore shampoo and conditioner + soulfood mask
-70%
super-sized signature set normcore shampoo and conditioner + soulfood mask
Regular price $152.00 Sale price$45.60
super-sized signature set normcore nourishing shampoo + conditioner + the wizard detangling primer (original wizard) super-sized signature set normcore nourishing shampoo + conditioner + the wizard detangling primer (original wizard)
-70%
super-sized signature set normcore nourishing shampoo + conditioner + the wizard detangling primer (original wizard)
Regular price $164.00 Sale price$49.20
super-sized iconic volume bundle big hit volumizing shampoo + conditioner + rising star volumizing spray super-sized iconic volume bundle big hit volumizing shampoo + conditioner + rising star volumizing spray
-70%
super-sized iconic volume bundle big hit volumizing shampoo + conditioner + rising star volumizing spray
Regular price $184.00 Sale price$55.20
super-sized shine set mirrorball high shine + protect antioxidant shampoo + conditioner + flash mask super-sized shine set mirrorball high shine + protect antioxidant shampoo + conditioner + flash mask
-70%
super-sized shine set mirrorball high shine + protect antioxidant shampoo + conditioner + flash mask
Regular price $172.00 Sale price$51.60

shop by category

perk it up!

shampoos + conditioners

prime + protect

masks + treatment

styling

value sets

scalp care

anti-frizz/ smooth control