Meet the New Look L’Oréal Professionnel

Meet the New Look L’Oréal Professionnel
L’Oréal Professionnel have streamlined the Serie Expert collection to keep only the best of the best, resulting in a professional range that offers an exclusive level of performance, for every hair type. L’Oréal Professionnel have been working alongside their most expert scientists and hair artists, testing and selecting the top performing technologies to deliver the best technical performance for every service – colour, balayage, lightening…

Another of the big changes implemented is the introduction of more sustainable packaging for the Serie Expert range, with plastic bottles being made from up to 95% recycled plastic (excluding caps). The packaging is produced under CO² neutral manufacturing conditions in their European plant, alongside an industrial water recycling loop in the main factory in Europe.


With up to 8 weeks protection from colour fade*, this is the ideal choice for your clients with coloured hair. Vitamino Color also adds up to 6x more shine so coloured hair can look as radiant as ever.

*instrumental test shampoo and conditioner


For clients with damaged hair, Absolut Repair can help make the hair softer and much more manageable. Surface damage is reduced by up to 77% and helps the hair become 7x shinier*.

*shampoo + instant resurfacing masque after 5 applications


Blondifier helps replenish and smooth the hair fibres allowing blondes to get the love back for their hair. It helps enhance the multidimensional shine of your blonde hair, leaving it feeling fully nourished and radiant.


This range is ideal for clients with blonde, white or grey hair as this purple shampoo and conditioner help fight off brassy tones. It is enriched with anti-yellowing agents, helping keep your clients colour in the best condition. The magnesium inside helps neutralise the hair and counteracting any unwanted tones.



Innovation is always at the forefront ofL’Oréal Professionnel's mission. Metal Detox is the new pre-colour treatment before any colour , balayage and lightening service and is based on 7 years of research.

These products can be used on all of your colour clients, on any hair type and with any brand. Metal Detox prepares the hair for the colour service, by cleansing the hair of excess copper metal before the colour service, with the added bonus of up to 87% less breakage*. Colour is more true to tone, brighter and has serious shine.


There are 3 products in the Metal Detox range: a pre-treatment spray, shampoo and a mask. The spray helps to neutralises excess copper in the hair before the colour service. Metal Detox Shampoo cleanses the hair after the services while the mask helps prevent new particles from returning to your client’s hair. The star ingredient behind Metal Detox is Gliacomine which is a small enough molecule that can de-active and neutralise the metal in people’s hair.

*Combining test, Pre-treatment, shampoo and masque vs classic shampoo on bleached hair

Everyone is talking about the new and improved Serie Expert… you don’t want to miss out on it! Purchase this exciting new innovation by L’Oréal Professionnel today to enhance your service and provide exceptional colour results for your clients.