Celeb Luxury invented the color-depositing shampoo and conditioner category 30 years ago with ARTec, and reinvented the technology in 2016 to create the #1 professional brand of plant-based, color depositing shampoos and conditioners. Celeb Luxury is a multi-cultural brand with a diverse selection of colors that work on all hair types and textures, and is “Clean Hair Color”. Celeb Luxury’s Gem Lites and Viral products are the first color-depositing shampoo and conditioner system that is salon-specific, and rooted in chemistry. Offering a clean product, featuring the only patented, “high-lathering” shampoo on the market, Celeb Luxury products offer both “clean beauty” and high performance, semi-permanent, direct dye hair color of the best quality that do not contain carcinogens. Celeb Luxury products are currently carried in over 3,000 locations worldwide, and hold the acclaim of “#1 Hair Product Worldwide” at Cosmoprof Bologna in 2018. Celeb Luxury products are the only ethical, clean hair dyes to make the following claims: FDA and EU Color Safety Compliant, Gluten Free/Vegan, Sulfate Free, PPD Free, Paraben Free, Formaldehyde Free, Phthalate Free, Mineral Oil Free, and PETA-certified. About the Founder Celeb Luxury was founded by world renown hair colorist, Leland Hirsch, known as “The Hair Color Authority.” Leland was the go-to hair consultant for leading beauty publications like Vogue and Harper’s Bazaar, and was New Product Developmental Consultant for companies including Redken, Clairol and others for over forty years. In the 1990s, Leland developed the first color-depositing shampoos and conditioners under the ARTec banner, sold through professional salons, allowing salons/stylists to perfect color and retail to their clients for home hair color maintenance. ARTec was sold to L’Oreal in 2002. In 2020, Leland applied his proprietary, patented technology from the professional sector to the Food/Drug/Mass channel with a new brand, No Fade Fresh.