PIUR Makes Its London Debut at BACKSTAGE Chelsea
Discover the London-born professional haircare brand bringing a new treatment-led approach to the salon
This October, BACKSTAGE Chelsea becomes the first salon in London to introduce PIUR, a new professional haircare brand born in London.
Created from professional salon knowledge, PIUR takes a treatment-led approach to haircare, with targeted protocols designed around what the hair actually needs, from hydration and nourishment to reconstruction and repair.
For BACKSTAGE clients, this means a new way to experience professional haircare, both in the salon and at home.
A new approach to professional haircare
PIUR has been developed around a simple idea: different hair needs require different solutions.
Rather than taking a one-size-fits-all approach, the brand works through targeted haircare systems, allowing stylists to select treatments according to the condition and needs of the hair.
Its professional range includes protocols for hydration, reconstruction and nourishment, alongside targeted boosters and home-care products designed to maintain the benefits between salon visits.
This makes PIUR particularly suited to the way BACKSTAGE approaches hair: personalised, professional and focused on achieving beautiful, healthy-looking results.
Meet the PIUR treatment experience
At BACKSTAGE Chelsea, your stylist can incorporate PIUR treatments into your hair appointment, selecting the most appropriate treatment for your hair.
Hydraluxe Deep Hydration
For hair that feels dry, dehydrated or lacking in softness, Hydraluxe is PIUR’s targeted hydration system. The professional treatment follows a four-step protocol designed to replenish moisture and leave the hair feeling softer, smoother and more conditioned.
The Hydraluxe philosophy continues at home through a dedicated range of shampoo, conditioner, mask and PowerDose ampoules, allowing hydration to be maintained between salon visits. The weekly PowerDose provides a concentrated three-minute alternative to the longer mask treatment.
Sensorial Repair S.P.R.
For hair affected by colour, bleaching, chemical services or heat styling, Sensorial Repair S.P.R. focuses on reconstruction.
The professional S.P.R. protocol uses a four-step system, working with proteins, peptides and other targeted ingredients to support the structure of damaged hair. At home, the S.P.R. range includes shampoo, conditioner, mask and a weekly PowerDose ampoule designed to complement the professional treatment.
The result is a treatment approach that goes beyond simply making hair feel softer temporarily, aiming to support the hair fibre and maintain its condition between appointments.
Ampoule PowerDose
When your hair needs an extra boost, PIUR’s PowerDose ampoules provide a concentrated, single-dose treatment.
Available in targeted formulas including Hydraluxe for hydration, S.P.R. for reconstruction and Gold Ritual for nourishment, the ampoules are designed as a weekly treatment step at home or as a targeted addition to a professional routine.
The S.P.R. and Hydraluxe PowerDose treatments take just three minutes before rinsing, making them an easy way to give your hair a more intensive treatment without adding a lengthy step to your routine.
Your hair, your treatment
One of the most appealing aspects of PIUR is that there isn’t one treatment designed for everyone.
Your BACKSTAGE stylist can assess your hair and select the PIUR treatment that best suits its current condition and needs. Whether your hair is craving moisture, needs help after colour or chemical treatments, or would benefit from additional nourishment, the approach is tailored rather than generic.
And because the experience begins at the basin, PIUR becomes part of your existing BACKSTAGE appointment rather than another complicated step in your routine.
From the salon to home
The PIUR experience doesn’t end when you leave BACKSTAGE.
The brand’s professional treatments are supported by dedicated PIUR at-home haircare, allowing you to continue the same approach between appointments.
From everyday shampoo and conditioner to weekly masks and concentrated PowerDose treatments, the home-care ranges are designed to support the corresponding professional protocols.
Ahead of the Haircare Curve
At BACKSTAGE Chelsea, we’re always looking for what’s next in professional haircare, seeking out brands that bring something genuinely different to the salon and, most importantly, deliver results.
PIUR is the latest addition to that edit, and BACKSTAGE is proud to be the first salon in London to introduce the brand.
Born in London, PIUR brings a fresh, treatment-led approach to professional haircare, with targeted solutions for hydration, repair and nourishment.
Be among the first to experience PIUR exclusively at BACKSTAGE Chelsea.