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american culture

Who We Are ...

American Culture is a hairdresser and family owned professional beauty industry business founded in 2001 by Louis and Doreen Guarneri.  American Culture stands for freedom of expression, individuality and creativity.

american culture

Our Brands ...

American Culture brands include Simply Smooth, Pure NV and the cure tools. American Culture offers a full line of professional treatments for hairdressers to create any texture desired as well as home maintenance products that help consumers replicate the professional salon look at home.


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American Culture is a professional beauty manufacturer with keratin infused, natural hair care products including keratin smoothing treatments and keratin blowouts as well as at home hair care such as keratin shampoo, conditioner, styling and finishing products. American Culture brands include Simply Smooth, Pure NV Botanical Keratin Treatments, pure BLENDS; a Color Fade Prevention System of nine color depositing shampoos and custom blending and Pure Color, a high technology, keratin infused hair color line for salon professionals soon to be launched in the US. Simply Smooth xtend keratin reparative magic potion expanded with Shampoo, Conditioner, Magic Potion Intense Blowout and Magic Potion Blowout (home use).

American Culture Natural Hair Care Products | Keratin Treatments | Shampoos | Conditioners | Styling | Finishing | Simply Smooth | pure NV BKT | Magic Potion