Pure&Simple

Pure & Simple is a Danish line of professional hair styling products, best known for a single cream wax marketed as both environmentally certified and allergy-safe. The series was launched in 2006 by Design Professionel, a hairdresser cooperative based in Hasselager, near Aarhus [6]. Rather than a standalone company, Pure & Simple functions as a house line from that cooperative, and it remains in active distribution through Danish salons and online hair retailers.

The line's defining claim is a pairing of two Danish and Nordic seals: the Nordic Swan Ecolabel and the mark of Asthma-Allergy Denmark. According to the material distributed with the products, Pure & Simple was the first product for professional hairdressers in Denmark to carry both certifications at once [4].

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Pure & Simple originates with Design Professionel (also written Design-Pro), a cooperative founded in 1981 by a group of master hairdressers from the Jutland and Funen regions [2]. The cooperative was set up to supply its members with professional products at competitive prices while also offering hairdressing education, and it operates from an address in Hasselager. Its stated purpose is to "inspire, service and deliver professional hairdressing products to organized salons throughout Denmark," and it describes a professional-only model that avoids mass-market and discount channels.

Within that structure, Pure & Simple was introduced in 2006 as one of the cooperative's own styling lines [6]. Individual founders or product developers for the line are not publicly named.

There is some inconsistency in how the line is presented across retailers. Design Professionel and several Danish hair shops describe Pure & Simple as a series launched by the cooperative [6], while the retailer Healthy Head lists it among the brands it stocks in a way that reads as an independent label [4]. Corroborating pages from multiple Danish sellers point to Design Professionel as the originator, with other shops acting as resellers.

In practice, Pure & Simple centers on one product: a cream wax sold in a 100 ml size. The company describes it as a firm-hold, stiffening wax that leaves a natural shine and can be restyled through the day, suitable for both short and long hair. Listed key ingredients include shea butter, plant-derived olus oil, sweet almond oil and beeswax [6].

The line is positioned around health and environmental safety rather than around a wide product range. Marketing for the wax states that it is fragrance-free and made without added dyes or parabens, and that it avoids hormone-disrupting and allergy-causing substances. It is sold as a professional salon product, and the wider Design Professionel model emphasizes distribution to organized salons rather than open retail.

The two certifications are central to how Pure & Simple is described. The Nordic Swan Ecolabel signals that a product meets environmental and health criteria across its lifecycle [6], while the Asthma-Allergy Denmark mark identifies it as designed for people with asthma, allergies or sensitive skin. Product material states that the wax was declared in cooperation with Asthma-Allergy Denmark [4]. The line is also framed for parents seeking allergy-conscious styling for children.

Danish sources cite the wax as a test winner from a segment on the morning television programme Go' Morgen Danmark on TV 2, where it was assessed by a professional stylist [4]. A Danish hair-wax review site likewise rated it highly for hold and durability and labeled it an award-winning wax.

Pure & Simple remains active. As of mid-2026 the wax is in stock and sold through Design Professionel and a range of Danish retailers, including Healthy Head, BellaShop and 4YourHair. Distribution appears limited to Denmark, and the line continues to consist essentially of the single cream wax.