Industry News

Inspired by the power of nature, the two new expert PURPLE treatments no yellowing shampoo and mask, aim to revive the precious cool sheen on ash, platinum, grey or polar blonde hair. Neutralizes unwanted yellow tones due to natural oxidation. Illuminates natural highlights. Optimal maintenance...

PHYTO Nutrition gently purifies hair while nourishing strands. This collection delicately cleanses hair without weighing it down. Hair appears softer and feels more supple with every wash. Now available here at SOK!...

Phyto has revamped their Thinning Hair Treatments for Women and Men. PHYTOCYANE Men Invigorating Shampoo A rosemary extraction activates the water in our shampoo to protect the scalp. Formulated with shiitake extract known for its invigorating properties. 81% natural origin ingredients. PHYTOCYANE Densifying Treatment for Men – Progressive Made for severe hair...

Advanced yet fast and simple to use keratin treatment that instantly straightens, smooths, repairs, conditions, and strengthens the hair using an intense conditioning remedy which restores vitality by repairing the hair from the inside out. The amazing results will leave hair elastic, flexible, and soft...

Phyto The Brand PHYTO Was Born from One Man's Vision: Patrick Alès CREATOR AND FOUNDER OF THE BRAND The story of two passions: Hair and plants PHYTO was conceived by celebrity hairdresser Patrick Alès, long before the emergence of environmental awareness and botanical hair care trends. It all started...

Identifying Your Curl Pattern Whether they're softly spiraled or coily and voluminous, curls are undeniably beautiful. But not all curly hair is the same. Every texture behaves differently—and understanding your unique curl pattern is the first step to keeping your hair healthy and strong.   What's Your Curl...