Olaplex Dupe??…Superdrug’s New Pureplex Hair Dye

I’ve dyed my hair for quite some time now. Whether it be in the salon, bleaching at home, or box dyes, hair dye can take a lot out of your hair.

Olaplex is a top quality salon brand that create products that help restore and rebuild hair follicles. Olaplex is used by many people and especially in salons when using intensive dyeing such as bleach. However, for use at home, Olaplex products can be pretty expensive if you are on a budget. If only they had a dupe…

Superdrug have recently released a new hair care range; shampoo, conditioner, hair repair system, and also a box dye. My hair was in need of dyeing, so rather than using my regular dye, I decided to try this new formula and see how it works.


The Product…

The hair dye box comes with the cream developer and colourant for dyeing, and also the conditioner, like most box dyes. However you are also getting an extra product in there and that is the Bond Reconstructing Treatment. This is to be applied after rinsing out the dye, combed through, and left on for 15 minutes. This product contains the Pureplex Amino-Fix Technology and I’ll talk more about this as we go on.

How does it work?

So how does this amino-fix technology work? Well, hair is made of keratin, which is a protein composed of amino acids. When you colour your hair, a lot of these proteins can be destroyed which leaves your hair weakened and possibly damaged. The formula in both the colourant and also the after treatment and conditioner, work to replace these lost amino acids. This helps to rebuild the hair’s natural keratin structure and therefore restore your hair, leaving it nourished with volume and shine. Shea butter and argan oil are also infused into the hair dye. Shea butter is great for keeping your scalp healthy. Argan oil also is good for dry scalp and dry hair, helping stimulate hair growth.

Does it work?

This product definitely works. I’ve never used Olaplex before so I cannot guarantee the comparison. However, this PurePlex treatment did everything that Olaplex also promises to do. My hair was left looking and feeling so soft, shiny, and healthy. Unlike other treatments that I’ve used, my hair wasn’t just made super oily to imitate being shiny and silky. My hair felt stronger than it had in ages. I didn’t even feel the need to use other everyday styling products like I usually would, and heat wasn’t needed for a straight and silky look. Over the weeks after use, my hair still does feel good but it could do with a freshen up. After using this hair dye and the effects after just one use of the Bond Reconstructing Treatment, I definitely will use this hair dye again. I am also wanting to purchase the PurePlex Revolutionary Hair Repair System, to use between dyeing to keep my hair looking the best it can be.

I was so amazed by this product being just a drugstore box dye and the effect it gave. It gave my self esteem such a boost and I actually felt so good about my hair, like I’d been to the salon. My hair was so straight and silky I kinda even felt like I was in a Herbal Essence advert. If you’re a hair dyeing junkie like myself, I’d definitely recommend checking out the range of colours and trying out this product for yourself because I really think you’ll be amazed.

Anybody who has used this or has any questions about the product feel free to drop me a message in the comments. I’d love to help! Thank you for reading x


  1. linda
    December 10, 2018 / 11:57 am

    hi i have grey hair but i have put a semi on and i have like blue can i use a grey purplex

    • Oh Elizabeth
      December 10, 2018 / 1:50 pm

      Unfortunately at the moment Superdrug don’t seem to have released more fun colours which is a little disappointing so at the moment they wouldn’t have that shade:( Hopefully they’ll branch out so

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