By  on May 10, 2007

One of the salon industry’s hottest hair care brands — PureOlogy — is now in the hands of L’Oréal, which purchased the Irvine, Calif., company for an undisclosed amount of cash Wednesday.

The acquisition signals the importance of the hair coloring market — PureOlogy is designed for color-treated hair — and also extends L’Oréal’s reach into the aspirational luxury hair care category.

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