Necessity is the mother of invention, and Paula realized that working with professional hairdressers, she could help millions of other people also wanting high performance products that were gentle. Paula Kent and her hairdresser, Jheri Redding (thus the name "REDKEN") began with three products and an intensive education program for hairdressers about the chemistry of hair and skin. The formulas were developed based on three principles: 1. Protein technology (since hair is composed primarily of protein) 2. An acidic pH of 4.5-5.5, complementing the natural pH of the hair and skin 3. Products recommended exclusively by licensed cosmetologists in professional salons By 1965, Paula had full ownership of Redken Laboratories, based in California. During the '70s and '80s, the company was a leader in product technology in the US and abroad. In 1993, L'Oreal purchased Redken and now its headquarters are on 5th Avenue NYC. Today, Redken is a global leader in professional haircare products and services. The company is energized with talented people, strong partnerships with the best hairdressers, and superior Research and Development. Redken products are now available in professional beauty salons in over 50 countries. Redken pioneered the "Scientific Approach to Beauty," by introducing the concept of protein reconditioning and developing and patenting protein based products, which condition hair internally for the long-term rather than camouflaging damage.  Aveda, who partners with salon and spa professionals around the world, sees beauty as a craft, not as a product result. Aveda beauty professionals are unique in the industry for their pursuit of a higher art: helping make their clients not only look beautiful, but feel beautiful.  This selfless quest to bring out the beauty in their client through genuine care, differs from beauty industry norms. . Redken Laboratories, founded in 1960, is a company built from the inspiration of a dynamic, entrepreneurial American actress named Paula Kent.  Frequent chemical services and style changes were routine for any aspiring actress of her day, but Paula was extra sensitive to many of the products used by the hairdressers and make- up artists. She felt continually frustrated that no one could explain why the products were irritating. ELC Pure Olove® products are a professional salon brand that is created with certifiable organic botanicals to strengthen, repair, protect all hair types & prolong hair color and hair's aging process. ELC Pure Olove® brand contains Shampoo, Conditioners, Scalp & Hair treatments, Styling & Finishing products for every day use for a greener environment. Keune Care Line nourishes the hair and helps to balance the natural function of the scalp. Essential Minerals, from natural sources, play a key role. Treatment with the help of Essential Minerals will provide long lasting improvement to the condition of the hair and scalp. Hair will become silky smooth and easy to manage.