“INNOluxe repairs and rebuilds as we colour, giving us the freedom to create the looks our clients want…
The hair feels stronger, thicker, sexier and smoother. It’s pretty awesome!”

Sophia Hilton, founder of Not Another Salon
INNOluxe Ambassador and all-round superstar friend to the brand


Founded in September 2015 by the team behind the world-leading KeraStraight, INNOluxe is a British brand taking on the world. Working closely with an amazing team of scientists in Brazil, we’re constantly pushing the boundaries of what we can do to repair, rebuild and protect hair, so that YOU can keep pushing the boundaries of colour and style.