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"Not only does this serum smell AMAZING .. it holds without all the nasties .. I’ve got short hair and this can be brushed out the next day and reapplied .. LOVE this as much as my other PURE products .. highly recommend xx" - Tania

Pure

Shaping Serum 150ml

5 (2)

$38.95

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Most Helpful Review

Why You’ll love it

Smooth, shiny hair in seconds, without the heavy, sticky feel.

Tames flyaways while keeping hair soft, swingy, and touchable.

Gives light, flexible hold that lets your natural shape show.

Adds instant surface shine for a cleaner, more polished finish.

Description

Pure Shaping Serum is a lightweight styling serum that tames frizz and adds soft, flexible hold.

This silky, fluid formula smooths each strand, helping to define your natural shape without stiffness or crunch. It glides through damp or dry hair, leaving a clean, barely-there finish that feels touchably soft, never greasy.

The serum works by coating the hair surface with light conditioners and film-formers, helping to control flyaways and boost shine. It’s ideal for everyday styling, quick refreshes between washes, or finishing a blow-dry.

Use it when your hair looks unruly, dull, or hard to manage. Expect smoother lengths, easier styling, and a polished look that still feels natural and moveable.

Directions

How To Use Pure Shaping Serum

Apply 1–2 pumps to clean, towel-dried hair.
Rub between palms, then smooth from mid-lengths to ends.
Use a small amount on dry hair to tame frizz and flyaways.
Style as desired: air-dry, blow-dry, or shape with fingers.
Start with less product; add more only if needed.

Ingredients

Pure Shaping Serum Ingredients

Aqua (Water), Cyclopentasiloxane, Dimethicone, Glycerin, Polyquaternium-37, VP/VA Copolymer, Panthenol, Hydrolysed Wheat Protein, Amodimethicone, Trideceth-6, Cetrimonium Chloride, Phenoxyethanol, Ethylhexylglycerin, Parfum (Fragrance), Citric Acid, Sodium Benzoate, Potassium Sorbate.

Note: Please refer to bottle for full ingredients.

Aqua Solvents

Solvent

The water base that carries and dissolves the other ingredients in most products.

May suit
All hair and skin types.

Worth knowing
Almost always the first ingredient listed in water-based products.
Cyclopentasiloxane Silicones

Slip and shine agent

A lightweight silicone that spreads product evenly and gives a silky, fast-absorbing feel.

May suit
People wanting a light, non-greasy smoothing or shine finish.

Worth knowing
Often used in serums and oils for a weightless feel. Some prefer silicone-free options depending on routine.
Dimethicone Silicones

Slip and shine agent

Smooths the hair surface, adds slip and shine and helps reduce frizz.

May suit
Frizz-prone, coarse or dry hair wanting a smooth, glossy finish.

Worth knowing
Some people prefer silicone-free formulas, especially for certain curl routines. It is widely used and helpful in many smoothing products.
Glycerin Humectants

Humectant

Attracts and holds water to help hair feel hydrated and soft.

May suit
Dry or dehydrated hair, and many curl and moisture routines.

Worth knowing
A very common, well-tolerated humectant used across countless products.
Polyquaternium-37 Conditioning agents

Film-forming conditioner

A conditioning polymer that helps smooth the hair and improve manageability.

May suit
Those looking for softer, more manageable hair or extra slip in styling products.

Worth knowing
It forms a lightweight film on the hair to reduce static and enhance glide without leaving heavy residue. It is commonly used in both rinse-off and leave-in formulas.
VP/VA Copolymer Thickeners and stabilisers

Film-forming styling polymer

A film-forming polymer that helps provide hold, texture and style retention.

May suit
People looking for longer-lasting hold or improved definition in styling products.

Worth knowing
It is widely used in gels, mousses and sprays because it creates flexible, brushable hold. It can also help reduce frizz by forming a lightweight coating on the hair.
Panthenol Conditioning agents

Conditioning agent

Helps condition, soften and add a smooth, healthy feel to the hair.

May suit
Most hair types, especially dry or dull hair.

Worth knowing
A versatile, well-tolerated conditioning ingredient.
Hydrolysed Wheat Protein Proteins and amino acids

Hair-strengthening protein

A protein derivative that helps reinforce the hair shaft and improve softness and manageability.

May suit
Those seeking added strength, light conditioning, or improved elasticity in their hair.

Worth knowing
It provides a lightweight form of protein that can help support the hair’s structure without heavy build-up. Many formulations use it to enhance overall feel and resilience.
Amodimethicone Silicones

Conditioning silicone

A conditioning silicone that targets rougher areas of the hair to smooth and protect.

May suit
Damaged, frizz-prone or colour-treated hair wanting targeted smoothing.

Worth knowing
Designed to deposit where hair needs it most. Some prefer silicone-free formulas by choice.
Trideceth-6 Cleansers / surfactants

Solubiliser / surfactant

A non-ionic surfactant that helps blend oil-soluble ingredients into water-based formulas.

May suit
Those using products with oils or silicones who want them to rinse evenly without residue.

Worth knowing
It is commonly used in shampoos and styling products to support stable, uniform textures. Its mild nature makes it suitable for a wide range of formulations.
Cetrimonium Chloride Conditioning agents

Conditioning agent

A conditioning agent that helps smooth and soften the hair while reducing static and tangles.

May suit
People looking for improved manageability, detangling and smoother-feeling hair.

Worth knowing
It is a commonly used quaternary ammonium compound that helps conditioners spread easily through the hair. It is effective even at low levels, which is why it appears frequently in rinse-off products.
Phenoxyethanol Preservatives

Preservative

Helps keep the product stable and pleasant to use after opening.

May suit
All products that need protecting from spoilage.

Worth knowing
A very common, well-studied preservative used at low levels.
Ethylhexylglycerin Preservatives

Preservative booster

Helps support the preservation system and can provide mild skin-conditioning benefits.

May suit
Those interested in gentle preservation systems or sensitive scalps may find it relevant.

Worth knowing
It is often paired with other preservatives to improve their effectiveness while allowing for lower usage levels. It also has light moisturising and conditioning properties.
Parfum Fragrance ingredients

Fragrance

Gives the product its scent.

May suit
People who enjoy a scented product.

Worth knowing
Fragrance preference is personal. Some people prefer fragrance-free formulas by choice.
Citric Acid pH adjusters

pH adjuster

Fine-tunes the product pH, which can help the hair surface feel smooth.

May suit
Most hair types as part of a balanced formula.

Worth knowing
Usually present in small amounts to balance the formula.
Sodium Benzoate Preservatives

Preservative

Helps protect water-based products from spoilage so they stay usable.

May suit
All products that need a preservative system.

Worth knowing
Often paired with other preservatives for broad protection.
Potassium Sorbate Preservatives

Preservative

Helps keep haircare formulas stable by preventing the growth of microbes.

May suit
Anyone who uses water-based products that benefit from reliable preservation.

Worth knowing
It is commonly used alongside other preservation systems to maintain product freshness and extend shelf life. It is generally well tolerated in rinse-off and leave-in products.