Pictured above: Sarah Simpson-Davies, founder of Puro Hair

Birmingham city centre's first organic hair salon, Puro Hair, will open its doors in June, heralding the arrival of a new concept in hair styling and colouring.

Situated on John Bright Street in Birmingham city centre, Puro Hair has been founded by entrepreneur Sarah Simpson-Davies, who is also an experienced hair stylist and colourist. The independent business will be the first salon in the heart of Birmingham to only use organic hair products and dyes. With the overall concept based on an ethos of 'wellbeing', clients will be able to enjoy a holistic spa-like experience, with the emphasis on comfort and relaxation. 

Sarah Simpson-Davies explained why Puro Hair represents the evolution of a long-held belief in the benefits of organic hair products and dyes. She said: "I spent the first five years of my career working in one of the Midlands' most established and successful hair salons before I made the decision to set up by myself as a freelance hairdresser. For years I worked with chemical hair dyes and I've seen first-hand how many people experience allergic reactions, such as a burning, itching scalp, from the ingredients. I've also grown increasingly concerned about the damaging effects of chemicals on hair; not to mention the future health risks associated with salon hair colour, with certain chemicals linked to cancer.

"A couple of years ago I moved to Birmingham city centre, where I continued with freelance hairdressing while also growing a property investment portfolio. When the recession hit and the property market crashed, I started to think seriously about setting up my own organic hair salon. I strongly believe there's a real gap in the city centre marketplace and within the wider hairdressing industry for a quality experience that is centred on promoting health, wellbeing and relaxation."

Puro Hair will feature organic certified colours and products from Organic Colour Systems, all of which use natural ingredients. The products are 100 per cent ammonia free and contain the lowest levels of P-Phenylenediamine (PPD) to reduce irritation. They promote longer lasting, safer hair colour, resulting in less cuticle damage and overall healthier hair condition. Products from Organic Colour Systems can also be purchased for use at home via the Puro Hair website.  

The design and ambience of the Puro Hair salon reflects the commitment to a holistic, stress-free experience. All clients will receive a relaxing scalp massage in the 'calm zone'; and comfortable sofa seating, chilled music, and a large selection of complimentary organic refreshments will all ensure that clients receive the first class treatment.

Sarah Simpson-Davies is currently recruiting talented stylists, colourists and assistants who share her approach to organic hairdressing. Sarah added: "The Puro Hair salon can accommodate five stylists and two assistants and, as the fit out of the new salon is nearing completion, I am ramping up my search for talented professionals who want to join the team. I am striving to create a calming, salon environment that will make Puro Hair a highly enjoyable place to work.   

"It is extremely rewarding to be offering employment opportunities in the current economic climate, and although launching a new business may seem like a bold move right now, hairdressing has undoubtedly weathered the storm better than most industries. Although a trip to the hairdressers is regarded as a necessity, it also brings with a real feel-good factor - most people get a real boost from the self-indulgence of the experience, and from walking out of the salon door with a new hair cut and colour. These factors have enabled hairdressing to thrive through the challenges of the recession and I am looking forward to welcoming my first clients to Puro Hair and to pioneering an organic approach to hair styling and colouring here in Birmingham."