A.S.P. PURE TONE 9.035 100ml

Born in the UK salon scene, ASP Expert Haircare has grown into a full professional system for colour, care, and styling. The brand has been serving hairdressers since 1996, building its reputation on products that aim to be technically dependable, easy to work with, and supported by clear education. Whether you’re a colour specialist, a busy all-rounder, or a salon owner looking for a coherent back-bar and retail offer, ASP positions itself as a partner for consistent results.

Colour is the centrepiece. ASP structures its offering so a stylist can move from core permanent shades to specialist options without changing the logic of the system. You’ll find permanent colour families, high-lift shades, toners for refining blondes and balancing warmth, semi-permanent choices for gentle refreshes, and fashion colour for creative services. Lighteners and pre-lightening solutions complete the toolkit for blonding, balayage, and high-impact transformations. On the brand site, ELIXIR/INFINITI is presented as a next-generation colour concept focused on “ultimate colour performance,” with ranges covering regular shades, high lift, gothic greys, intensified tones, and dedicated toners—designed to help stylists plan outcomes with confidence.

ASP also treats hair integrity as part of the colour conversation. Vitaplex is described as a biomimetic hair treatment concept, developed to support hair through chemical services and to improve the feel and appearance of hair afterwards. Alongside this, the Kitoko family provides targeted haircare solutions, while Kitoko ARTE and other styling lines offer finishing support, helping salons deliver polished textures and long-lasting looks. For everyday maintenance and approachable retail recommendations, MODE and Care & Style broaden the brand’s reach with products intended for regular use at home, aligning aftercare with what happens in the salon.

Education is woven through the brand, not bolted on. ASP promotes online learning via courses and guidelines, pairing technical foundations with trend-led inspiration. The “ambassadors” and creative communities showcased on the site reflect a practical philosophy: share what works on real clients, demonstrate techniques step by step, and help professionals develop a repeatable service menu. For salons, that translates into faster onboarding for new team members, more consistent consultations, and an easier path to upselling the right aftercare.

The customer journey is split sensibly between professionals and consumers. Technical products are positioned for verified trade accounts, while retail ranges can be purchased by registered customers, with regional distributor and salon-finder tools helping users locate stockists where direct online purchase isn’t available. This structure supports a selective, professional-first approach: the colour and technical items stay in trained hands, while clients can still access maintenance products that keep their hair in good condition between appointments.

What makes ASP distinctive is its emphasis on a complete, practical workflow. The range is built so stylists can diagnose, prep, colour, protect, and finish using products designed to work together. In real terms, that means predictable processing, shade consistency, and a clear route from back-bar service to retail recommendation. From classic coverage and glossy toning to bold reds and creative shades, ASP Expert Haircare is designed to help salons deliver confident colour with supportive care and ongoing education—every day, on every client.

On the business side, ASP provides more than formulas: the site highlights downloadable technical information, marketing assets, and structured inspiration such as collections and masterclass content, giving salons materials they can use for training, promotions, and social media. A loyalty club and trade locator further underline the brand’s focus on long-term relationships with working professionals. For educators and team leaders, this ecosystem can be as valuable as the products themselves—helping to standardise services, communicate price points, and keep the brand story consistent across every touchpoint from reception desk to styling chair, every day.