<strong><a href="http://beautyeditor.ca/wp-content/uploads/products-loreal-everpure-0309.jpg"></a>What it is</strong>: A sulfate-free line of shampoos, conditioners and treatment products that prevent colour from fading.

<strong>What it does</strong>: Going eco is all about hard choices. Like this one: Colour-protecting—but chemical-laden—sudsy goodness... or an all-natural formula that doesn't lather and fades your colour? Luckily it's a trade-off we no longer have to make, thanks to this new line.<!--more-->

So first, the backstory. Most shampoos use chemicals called sulfates as cleaning agents (you've probably heard of sodium lauryl sulfate, which is the most common). They do a bang-up job of getting rid of dirt and oils, and are responsible for that creamy lather that helps spread the product around on your scalp.

Now here's the glitch. Sulfates are a known skin irritant, so some sensitive types might get a reaction on their scalp from using sulfate-based products. And worst of all, they can be harsh and stripping—which means they can make last week's dye job fade faster than <em>The Hills</em> stars' 15 minutes.

The problem with many sulfate-free shampoos, though, is that they just don't produce any suds—nor are they especially formulated for colour-treated hair. But in this new line, L'Oréal Paris have found a way to replace the sulfates with a blend of five naturally-derived surfactants that still deliver a creamy lather. Plus, it's totally vegan, AND they've thrown in some anti-fading ingredients for good measure. Genius, right?

<strong>Best suited for</strong>: Anyone who wants to get more mileage out of their hair colour. (And let's face it, in this economic climate, who doesn't?) Available in three versions: Moisture, Smooth and Volume.

<em>Priced at $10.99-12.99 each. Available at drugstores and mass-market retailers across Canada, or online at <a title="L'Oreal Paris EverPure Sulfate-Free Color Care System" href="http://well.ca/brand/loreal-everpure.html?affid=BEAUTY" target="_blank">Well.ca</a>.</em>