PureLizz CST-50 A Revolutionary System for Hair Reshaping developed by Pure Kemika

PureLizz CST-50 is the safest and most effective way to change the structural hair fiber into either curly or straight, or as desired by the professional hairdresser.
PureLizz System is a unique and safe process, promoting the cleavage of the keratin disulfide bonds and then reforming them in a new configuration, maintaining the hair in the new shape for 3 – 6 months, providing a bright, silky effect with natural look.

1. A REVOLUTIONARY
SYSTEM FOR
HAIR RESHAPING

2. WORLD MARKET FOR HAIR STRAIGHTENING / WAVING –2015
US$528.80 MILLION*
*Euromonitor2015

3. Hair
Structure

4. Cuticle:itistheoutermostlayer,composedofatransparent,scale-likelayersofoverlappingcells.The
functionoftheseshingle-likescalesistoprotectthecortex.Thecuticleistheprotectivebarrierforthe
cortexandthemedulla.
Cortex:itiscomposedoffibrousproteincoreofelongatedcellsthatarebondedtightlytogether.The
cortexcontainsmelaninpigmentandisresponsibleforgivingthehairitsstrength,elasticityandtenacity.It
isaccountableforapproximately90percentofthetotalweightofthehair.Thisisthelayerofthehair
wherechemicalchangestakeplacewhenchangingthecolor,permanentwaving,orrelaxingthehair.The
followingchemicalbondsarefoundinthisarea:
Saltbonds:areweakphysicalsidebondsthatcaneasilybreakbyweakalkalineoracidsolutionsand
changesinpH.
Hydrogenbonds:itisaweakphysicalsidebondthatiseasilybrokenbywaterorheat.Hydrogen
bondscanbereformedbydryingorcoolingthehair.
Disulfidebonds:strongerandfewerthanhydrogenandsaltbondsandcannotbebrokenbyheator
water,onlythroughachemicalreaction.
Medulla:theinnermostorcenterportionofthehairshaft.Itiscomposedofroundcells,twotofiverows
across.Thickorcoarsehairusuallycontainsamedulla.Finehairforthemostpartlacksamedulla,asdoes
naturallyblondehair.Thepurposeofthemedullahasnotyetbeendetermined.

12. WHAT IS PURELIZZ CST-50?
PureLizzCST-50isthesafestandmosteffectivewaytochange
thestructuralhairfiberintoeithercurlyorstraight,orasdesired
bytheprofessionalhairdresser.
PureLizzSystemisauniqueandsafeprocess,promotingthe
cleavageofthekeratindisulfidebondsandthenreformingthem
inanewconfiguration,maintainingthehairinthenewshapefor
3–6months,providingabright,silkyeffectwithnaturallook.

13. 0.0 –1.0 Corrosiveacids
3.5 –4.0 H2O2,lotions
4.5 –5.5 Hair, skinandnails
4.5–6.1 Acidicshampoos
7.0 Purewater
7.0 –10.0 Alcaline shampoos
8.0 –9.5 Bleachingpowder
8.5 –9.5 HairStraighteners(Thiols)
9.5 –10.5 Hair dyes
11.5 –13.5HairStraightners(Hydroxides)
13.0 –14.0 Depilatories
AcidicpH Alcaline pHHairpHNeutral pH
PureLizz CST-50
pH 2.5

14. SUPERIOR PERFORMANCE
STRAIGHT OR WAVY HAIR
NATURAL LOOK
INTENSE SHINE, HYDRATION AND SILKY EFFECT
PRESERVES THE HAIR COLOR
HAIR CAN BE DYED AS PART OF THE PROCESS
IT DOES NOT IRRITATE THE HAIR SCALP

15. TOTALLY SAFE
Itdoesnotcontain:
oAldehydes(formaldehyde,glutaraldehyde);
oAmmonia;
oHydroxides;
oCarbonates.
ItdoesnotreleaseTOXICFUMES;
RegisteredonCOSINGforstraighteningandwaving;
Nouserestrictions,accordingtocurrentregulations.

16. STEP BY
STEP
STRAND
TEST
APLICATION RESHAPING
WASH AND
DRY
TRANSFORMATION FINALIZING
1 2 3 4 5 6
PURELIZZ TEXTURIZING CREAM 30
Types of hair
Blond, highlighted, bleached,
fragile, sensitive or fine
Color treated or resistant
Natural*, ethnic, curly or very
resistant
Maximum time on the hair 30 minutes 60 minutes 90 minutes
Flat ironpasses 5 times 10 times +10 times
Flat iron temperature 180°C (350°F) 204°C (400°F) 232°C (450°F)
Longevity
3-6 months (aprox.72 washes)3-6 months (aprox.72 washes)3-6 months (aprox.72 washes)
* Hair withnochemical process

17. VERSATILITY
Gels
Mousses
...and a lotmore
Use yourimagination

18. VIDEOS YouTube
TRANSFORMATION STEP BY STEP

19. DosingofFormaldehydein VolatileComponents
Source: Kosmoscience
Table 2 illustrates the value obtained from the reading of dosing of formaldehyde in ppm for the study
Table 2. Formaldehyde concentrations (ppm) obtained for the treatment TRT.
Measure Concentration (ppm)
1 0.015
2 0.035
3 0.055
According to the mean result obtained from 3 analyses, the TRT treatment displayed a concentration of formaldehyde of 0.035 ±0.020 ppm.
Table 3 compares the threshold obtained for the sample assessed to the thresholds of formaldehyde set
by reference organizations:
Table 3. Comparison of mean concentration of formaldehyde obtained by the sample under study in comparison to the values recommended by reference organizations. Values in
ppm.
Sample concentration References
0.035 ±0.020 OMS
1ACGIH
2OSHA (STEL)
3 NR15
4
0.08 0.3 2.0 1.6
Notes:
Threshold limits value determined by the World Health Organization [3].
Threshold limits value (ceiling concentration) determined by the American Conference of Governmental Industrial Hygienists [4].
Threshold limits value determined by the Occupational Safety & Health Administration for short term exposure limit (15 minutes) [5].
Threshold limits value determined by the NR 15 -Atividadese OperaçõesInsalubresfor long term exposure limit (48 hours per week) [6].

20. Global DosingofFormaldehydevia Colorimetry
Source: Kosmoscience
Accordingtotheresultsobtained,product“PURELIZZRESTRUCTURINGCRÈME30”didnot
displayfreeformaldehydeinitscompositionunderambientconditionsoftemperatureand
pressure.
Theproduct“PURELIZZ-REBONDINGMASQUE”atambientconditionsoftemperatureand
pressure,displayed0.0281%offormaldehydeinitscomposition.
AccordingtotheResolutionoftheNationalAgencyofSanitarySurveillance(Anvisa)–RDCn°
15of26March,2013,themaximumconcentrationoffreeformaldehydeincosmetics,asa
preservativesubstance,is0.2%.StillaccordingtoResolutionRDCn°15/2013,for
concentrationsabove0.05%offormaldehydeinthefinalproduct,theproductmuststate
“containsformaldehyde”.
Therefore,accordingtotheresultsofthestudy,thecompositionoftheproduct“PURELIZZ
RESTRUCTURINGCRÈME30”didnotincludeformaldehydeandtheconcentrationoffree
formaldehydeoftheproduct“PURELIZZ-REBONDINGMASQUE”wasbelowthemaximum
limitsetforthbyAnvisa.Astheconcentrationofformaldehydeoftheproductsislowerthan
0.05%,theyarenotrequiredtowarnaboutthepresenceofformaldehydeintheir
formulations.

21. Durability and Efficacy Evaluation
Source: Kosmoscience
Accordingtotheresultsobtained,thetressessubmittedtostraighteningprocedurewiththetreatmentsT01andT02(Straightened)
showedhighervaluesoflengthwhencomparedtotheirrespectiveBaselineconditions(tressesbeforestraightening).
After36and72successivewasheswithSLES10%thetressessubmittedtothetreatmentsT01andT02
showed lowervaluesoflengthwhencomparedtotheresultsafterstraighteningprocedure(Straightened).
However,after36and72successivewasheswithSLES10%thetressessubmittedtothetreatmentsT01
andT02showedsignificantlyhigherlengthwhencomparedtotheirbaselineconditions.
After36successivewasheswithSLES10%thetressessubmittedtothetreatmentsT01andT02showedsignificanthighervaluesof
lengthwhencomparedtotheresultsofthetressesafter72successivewasheswithSLES10%.
Asthelengthofthetressesisdirectlylinkedtothestraightnessofhair,itcanbeconcludedthatthetressessubmittedtothe
treatmentsT01andT02weresignificantlystraighterafterthestraighteningprocedure,after36and72washeswhencomparedtotheir
respectivebaselineconditions.Thus,onecansaythesmootheffectofT01andT02treatmentswasretainedafter72washeswithSLES10%.
Thus,wecanconcludethattheLissEffectaftertreatmentsT01andT02waskeptafter72successivewasheswithSLES10%.
ThetressessubmittedtothetreatmentsT01andT02showednostatisticallysignificantdifferencesinthelengthvariation,when
comparedtoeachotherintheconditionsStraightened,After36and72successivewasheswithSLES10%.Therefore,therewasno
significantdifferenceinthemaintenanceoftheLissEffectbetweenthetreatmentsT01andT02.
Therefore,fromtheresultsobtainedinthestudyitcanbeconcludedthatthetreatmentPURELIZZRESTRUCTURINGCRÈME30+
PURELIZZ-REBONDINGMASQUEshowedtherequiredefficacytosupportthefollowingclaim:
Lastsup06monthsor72dewashes*.
*Becausethehairtressesshowedsignificantlyhighervaluesoflengthwhencomparedtothehairbeforestraightening.

22. Evaluated products: PURELIZZ RESTRUCTURINGCRÈME30;PURELIZZ-REBONDINGMASQUE.
Objetivodoestudo:Thisstudywasdesignedto assesstheeffectsofcontínuos use ofcosmeticproductsin haircolor
change.
Experimental Design: In the present study, tresses of natural Caucasian were submitted to the treatment:
•PURELIZZ RESTRUCTURING CRÈME 30 + PURELIZZ-REBONDING MASQUE –group TRT.
Measurements of hair color were obtained using a Byk-Gardner Spectro-Guide Sphere Gloss
spectrophotometer, before and after treatment application.
Conclusion:According to the results obtained, the tresses showed no perceptible color variation after
application of the treatment TRT.
Thus, we can conclude that the treatment TRT showed necessary efficacy to support the following
claim:
•No hair fading.
StudyonHairColor Change
Source: Kosmoscience

23. Objective of study:
Predictthecytotoxicitypotentialoftheinvestigationalproducttoestimatestartingdosesfor
acuteoralsystemictoxicitytests.Predictandclassifytheirritantandcorrosivepotentialofthe
investigationalproduct.
PreclinicalSafetyEvaluationofOne(01) InvestigationalProduct
Source: Kosmoscience
Accordingtotheresultspresentedandthemethodologyused,weconcludethatthe
investigationalproductPURELIZZCST-50presentasstartingdoseforacuteoralsystemictoxicitytest
aLD50=3.6514mg/kg;ItdoesnotpresentirritatingpotentialforcellviabilityMTTtechnique,
accordingtoOECD439andtheIL-1αquantificationtechnique,accordingtoEPISKIN™SOP,
Version1.2,ECVAMSkinIrritationValidationStudyanditwasclassifiedascorrosiveclassIII,
consideringthatintheperiodfrom240minutesofexposuretheaverageviabilitywasbelow35%
andallotherperiodsofexposuretheaverageviabilitywasgreaterthan35%.
Results and
Conclusion:

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38. Daniel Marques –PresidentPure Kemika Brasil
[email protected]
Phone USA: [phone]
Phone Brazil: [phone]
THANK YOU!