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Beyond the Brand: Pravana

A new series outlining the history, purpose, innovations, sustainability, and pioneering spirit of Henkel’s brands.

Beyond the Brand: Pravana

A new series outlining the history, purpose, innovations, sustainability, and pioneering spirit of Henkel’s brands.

Published 06-07-24

Submitted by Henkel

A person with long rainbow hair and the phrase: Beyond the Brand

Henkel’s two business units, Adhesive Technologies and Consumer Brands, are united by the pioneering spirit to reimagine and improve everyday life – today and for generations to come. Building on a strong legacy of more than 145 years, our brands and products play an important role in the lives of millions of people and help to transform entire industries. In this new series, Beyond the Brand, you will learn about how Henkel’s top brands are contributing to organizational goals and innovating constantly to serve and succeed on behalf of customers, consumers, and partners.

This edition’s featured brand is Pravana, which has been delighting salon professionals professional with hair color, care, and styling products for 20 years. Read on for more about the history, purpose, innovations, sustainability, and pioneering spirit that goes far beyond the brand.

A person with long rainbow hair

The History of Pravana

Pravana was introduced to the professional beauty industry in 2004, distinguishing itself with a vibrant palette and wide portfolio of innovative hair care solutions. The brand quickly became known for its pioneering approach to hair color, bringing creative color to salons and delighting stylists and consumers alike.

The Purpose of Pravana

Pravana was created by stylists for stylists. On a mission to empower salon professionals, Pravana has consistently pushed the boundaries of creativity and performance, becoming a go-to brand for stylists seeking both quality and versatility.

Pravana logo

Innovations from Pravana

Pravana is renowned for its breakthrough products. The brand's Intense Therapy Leave-In Spray, a lightweight two-phase hydrating mist, is a stylist favorite and is a best-selling hair care product for Henkel’s Beauty Professional business in North America.

Pravana’s complete range of continuously evolving hair products also includes ChromaSilk® Creme Color - permanent creme hair colors that span over six different tonal families, ChromaSilk VIVIDS® - semi-permanent, non-oxidative hair color that is designed to be used without developer, Platinum Toners - formulated to deliver polished platinum results in just 5 minutes, the Pure Light Collection, The Perfect Blonde® Toning Collection, and more. These vibrant colors as well as a full line of hair care products are designed to assist stylists and clients in meeting a wide variety of beauty needs.

In 2023, Pravana launched a new line of demi-permanent color, HydraGloss, which deposits color with a glossy finish. Each of these products demonstrate Pravana’s commitment to innovation, meeting the comprehensive needs of salon professionals and clients everywhere.

Chroma Silk Vivids product

Sustainability from Pravana

Recognizing the beauty industry’s environmental impact, Pravana has embraced sustainability through initiatives that prioritize outcomes such as more recyclable packaging and waste reduction. The brand is committed to reducing its carbon footprint by using as little virgin plastic as possible, and participates in the Green Circle Salon recycling program - the world’s first sustainable salon solution to recover and repurpose beauty waste.

These initiatives are part of Pravana and Henkel’s broader commitment to reducing environmental footprints along with our consumers, customers, and partners, demonstrating that beauty and environmental responsibility can coexist.

Pravana Pure Light Power Lightener product

Beyond the Pravana Brand

Beyond its product portfolio, Pravana has a strong connection with the salon professional community and is well-known for high levels of engagement with educators and stylists across the region. This strong tie to the hair community is often highlighted at Behind the Chair shows where Pravana educators take the stage to discuss what products and techniques are on the cutting edge for stylists and clients.

Also, as an early adopter in the digital space, Pravana has cultivated a significant presence on social media, with over 1 million followers across its channels, continuously inspiring with new techniques and collaborations with innovators in the hair color and styling industry. To keep up with the latest innovations and launches from Pravana, you can follow the brand on Instagram or visit their website at

A person with dark hair blowing in the wind


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About Henkel in North America
In North America, Henkel operates across its three business units: Adhesive Technologies, Beauty Care, and Laundry & Home Care. Its portfolio of well-known consumer and industrial brands includes Schwarzkopf® hair care, Dial® soaps, Right Guard® antiperspirants, Persil®, Purex®, and all® laundry detergents, Snuggle® fabric softeners as well as Loctite®, Technomelt® and Bonderite® adhesives. With sales of around 6 billion US dollars (5 billion euros) in 2019, North America accounts for 26 percent of the company’s global sales. Henkel employs approximately 9,000 people across the U.S., Canada and Puerto Rico. For more information, please visit, and on Twitter @Henkel_NA.

About Henkel
Henkel operates globally with a well-balanced and diversified portfolio. The company holds leading positions with its three business units in both industrial and consumer businesses thanks to strong brands, innovations and technologies. Henkel Adhesive Technologies is the global leader in the adhesives market – across all industry segments worldwide. In its Laundry & Home Care and Beauty Care businesses, Henkel holds leading positions in many markets and categories around the world. Founded in 1876, Henkel looks back on more than 140 years of success. In 2019, Henkel reported sales of more than 20 billion euros and adjusted operating profit of more than 3.2 billion euros. Henkel employs more than 52,000 people globally – a passionate and highly diverse team, united by a strong company culture, a common purpose to create sustainable value, and shared values. As a recognized leader in sustainability, Henkel holds top positions in many international indices and rankings. Henkel’s preferred shares are listed in the German stock index DAX. For more information, please visit

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