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Having been a leading Salon Owner for 18 years, John Amato went on to develop a natural hair care line that would satisfy the demands of both beauty professionals and their clientele. Partnering with former model Teri LaVerne, who experienced firsthand the damaging effects of weekly photo shoot styling, we anticipated the need to create a sophisticated hair care system that could offer a solution to the antiquated products, which merely camouflage damaged hair. Together, they elevated the expectations for the eco-chic generation of today by proving that you don't have to sacrifice high-performance when it comes to selecting a healthier alternative. The goal was to escape the ordinary and explore the wealth of natural healing elements that would help “Reverse the signs of aging hair”. Enter the world of Eco-Luxury Hair Care.
The Rare El’ements Collection is endorsed by top celebrity stylists and includes five luxury spa products. Each product contains the most exotic and quintessential ingredients in the world, making up the "Rare" in Rare El’ements. “We've taken an everyday routine and turned it into a luxurious pampering experience by developing a simple, yet effective, collection that is ideal for restoring and maintaining the hair's integrity.”