Meet Your New Color Obsession

Calling all Beauty Babes!

Pravana model

Get ready, because we’re painting Armstrong McCall® aisles purple! That’s right, PRAVANA has arrived! PRAVANA products are now available at your local Armstrong McCall store, making this the perfect time to get better acquainted with the newest addition to the Armstrong McCall family!


Founded in 2004 by 30-year beauty industry veteran Steve Goddard, PRAVANA was created by stylists for stylists. PRAVANA’s expansive hair color range consists of permanent, demi-permanent, ammonia-free toners, lighteners and semi-permanent creative color category leader, PRAVANA VIVIDS.

PRAVANA offers a fully comprehensive range of shades, color care and support products to meet stylists’ every need. If you dream it, PRAVANA empowers you with the tools to create it and bring it to life! Their team is continuously cultivating groundbreaking technology and techniques to solve even the most challenging beauty requests.

PRAVANA recognizes the importance of education and has made it a key pillar of their brand initiatives. They provide ongoing and up-to-date training for their 100+ talented artistic educators who work together with the PRAVANA Collective, a team of elite artists and brand ambassadors who live and breathe PRAVANA! In addition, PRAVANA is continuously building lasting partnerships with some of the industry’s top stylists such as Justin Anderson, Cherin Choi, and Marcia Hamilton.

A Peek at PRAVANA’s Portfolio

Since the brand’s inception, PRAVANA VIVIDS has been a keystone of their hair color range. The award-winning line has since expanded to include PASTELS, NEONS, and the latest iteration VIVIDS EVERLASTING, that bridges the gap between direct dye and permanent hair color!
Fear not, blondes! This brand also has you covered with an array of lightener options that make up their PURE LIGHT system. Whether you’re blonding or pre-lightening, PURE LIGHT Power Lightener, PURE LIGHT Balayage Lightener, or PURE LIGHT Creme Lightener can help achieve any look while still maintaining the natural integrity of the hair.

What’s Next for PRAVANA?

In Spring of 2018, PRAVANA moved across town to Culver City, where they now call the beautiful #AcademyOfHair home. The office space is an endless source of inspiration and serves as the creative hub where all new PRAVANA products are born! The team works together to brainstorm ideas and cultivate them from conception straight into your hands!

Pravana Infographic

Now that you can shop the entire shade range at Armstrong McCall stores, you can experience PRAVANA’s latest launches as soon as they hit the market! The brand has so many new and exciting products coming down the pipeline, so stay tuned!

Posted January 17, 2019