Piur London Prime D-Tox (500 ml) is the purify step that opens the Hydraluxe hydration protocol, and a pre-treatment in its own right before a colour, lightening or other chemical service. Piur London describes its BioChelate Reset System, ginger and marine algae with a chelating agent, as helping to remove metal ions, mineral build-up and impurities while preserving the hair's natural lipid barrier. It stays on damp hair for 5 to 10 minutes and is rinsed out.

Why a chelating step comes first

Hydration and colour both take unevenly on hair coated with mineral deposits. This step clears that first: sodium gluconate is a chelating agent, and Piur London describes the step as balancing porosity before the hydration steps follow. It is a purify step, not a hydration step. When the hair itself needs moisture, it opens the service and the rest of Hydraluxe does the work.

Key ingredients

• Kappaphycus alvarezii extract: a marine alga.
• Fucus vesiculosus (bladderwrack) extract: a second marine alga.
• Zingiber officinale (ginger) root extract: ginger root extract.
• Sodium gluconate: a chelating agent.

What to expect

Lengths that feel less coated, sometimes a little rougher, before the hydration steps.

Who it is for

• Hair with visible mineral build-up or metal deposits
• Any hair booked for the full four-step Hydraluxe protocol
• Before a colour, lightening or other chemical service, as a stand-alone pre-treatment
• Regular swimmers and clients whose hair carries mineral deposits

Who it is not for

• Hair that needs the hydration service: Prime D-Tox purifies and balances porosity, it does not hydrate on its own
• Home use: it is a professional product

Professional tip

Before a colour on hair with mineral build-up, run this first: residue on the lengths is a common reason a colour takes unevenly.

How to use

Two ways to work it: Piur London's directions, and the way we run it in the salon, with the timing left to Method A.

Method A: manufacturer method

1. Apply evenly to damp hair.
2. Leave for 5 to 10 minutes.
3. Rinse thoroughly.
4. Proceed to Hydraluxe Shampoo, or continue with the planned service.

Method B: the Brazilian method

1. Wet the hair and blot it with a towel, then apply evenly to damp hair. Salon practice, not one of Piur London's steps.
2. Work it in where the residue sits: the lengths and the crown on product-heavy or mineral-coated hair.
3. Leave within the Method A range: the long end on heavy build-up, the short end on light.
4. Rinse thoroughly.
5. Then Hydraluxe Shampoo, or the colour or chemical service it is preparing for.

Where it fits in the Piur London range

It opens the Hydraluxe protocol: Prime D-Tox, then Hydraluxe Shampoo, then Moisture Infusion, each rinsed, then the Balm, which stays in. It also stands on its own before other chemical services. Hydraluxe sits in Piur London Professional.