Jim Markham, a professional in the salon industry based in Irvine, California, started the Pureology brand in 2001. He determined that there was a need for a long-lasting but gentle product that would help preserve hair color. All Pureology shampoo is made with gentle botanical ingredients and no animal byproducts. Each ingredient is chosen for its quality, and Pureology strives to use organics where available. Pureology's special formulas include an AntiFade Complex, which contains both sunscreen and antioxidants to protect hair from the elements and neutralize free radicals; and ZeroSulfate, which uses sugar, coconut and corn instead of salts to maximize color preservation.