Need Help
Phone: 323.925.6149
Hours: 9am - 5pm PST

About us


Our History

Pura Luxe is the brainchild of Shiry Raz and Ofer Brami, two professional stylists, salon owners, and friends with over 40 years of combined experience.


SHIRY RAZ is a celebrity hair extension expert and lead stylist at Piny Beverly Hills Salon in Beverly Hills. She helps make the celebs camera ready while creating custom wigs for women who are dealing with genetic or medical conditions. She strongly believes in creating a healthy, safe, and private environment for her clients to feel and look their best in. She is a wife, mother, entrepreneur and business owner who strives to better people's lives by contributing to the beauty industry for the last 18 years.


OFER BRAMI is an international stylist and salon owner. He has quickly become an expert in smoothing treatments and understanding the science behind how they work. He is the owner of T.G.S Salon in Valley Village and recently added a second location in Los Angeles. Ofer is a master educator, salon owner, stylist, husband and father who has been a part of an industry he loves for over 20 years.

Both Shiry and Ofer are looking to impact the beauty industry by highlighting the importance of a non-toxic environment for stylist and their clients worldwide. They had a mutual frustration with the fact that they either had to give up offering smoothing treatments to their clients (and lose that income) or choose to sacrifice their health and the health of their stylists and clients. The could not handle breathing in those horrible fumes. The headaches, nausea, coughing, and complaints... it just was not worth it. They talked about how amazing it would be if they can come up with a safe non-toxic smoothing treatment that actually worked and did what it was supposed to do. They worked closely with a chemist and began testing different formulas. This was a long process but eventually they got it right. The Non-Toxic Pura Luxe Amino Acid Protein Smoothing System was created. Not only did they create a non-toxic treatment, but it also could make hair smooth, frizz free, and even help repair damaged hair. Co- Founders Shiry Raz and Ofer Brami began their journey together as friends but soon realized that their little experiment can actually make a difference in the lives of stylists and their clients worldwide. They decided to make it their mission to expose the world to the possibility of such a revolutionary non-toxic treatment. After researching, and formulating, then testing, and perfecting, they are finally ready to bring the PURA LUXE PROTEIN SMOOTHING TREATMENT to the best salons around the world.


Neil Jennings - Customer
"I have been using Pura Luxe hair care products in my salon for the past year and my clients have been loving the results! The shampoo and conditioner leave hair feeling clean and healthy, and the styling products provide great hold without weighing down the hair. I especially love the leave-in treatment for providing extra moisture and shine. Highly recommend!”
Laurence Garrett - Customer
"Pura Luxe has quickly become a favorite among my stylist colleagues and clients alike. The products have a luxurious scent and leave hair looking and feeling amazing. I've noticed a significant improvement in the health and strength of my clients' hair since incorporating these products into their hair care routine. Highly recommend giving them a try!"
Kellie Harrison - Customer
"As a professional hair stylist, I am always on the lookout for high-quality hair care products that provide great results. Pura Luxe fits the bill perfectly! Their shampoo and conditioner leave hair feeling clean and nourished, and the styling products provide long-lasting hold without any unwanted buildup. I would highly recommend these products to anyone looking to take their hair care routine to the next level."
Joan Cooper - Customer
"I have been blown away by the quality of Pura Luxe hair care products! As a stylist, I appreciate the attention to detail and the use of high-quality ingredients in their formulas. My clients have been thrilled with the results and constantly compliment the way their hair looks and feels after using these products. Highly recommend giving them a try!"
Beth Ball - Customer
"Pura Luxe hair care products are a game-changer for both myself as a stylist and for my clients. The shampoo and conditioner leave hair feeling clean and refreshed, and the styling products provide the perfect amount of hold without weighing hair down. I love the way these products make my clients' hair look and feel, and I highly recommend giving them a try!"