A BELIEF IN A BETTER WAY  A Message from Edan Trump Diversion, buy-outs, one-sided partnerships, and superficial products that offer only temporary cosmetic results, have we said enough? Throughout my career, I have taken pride in developing and honing my artistic and business skills, along with being able to rely on consistent product performance. But after 18 years working behind the chair as a color specialist and color educator for a leading manufacturer, the challenges and frustrations mentioned above have become the seeds for my burning desire to stand up and do something about it.

HOW IT ALL BEGAN As stylists, we have seen our share of damaged hair. With causes ranging from cheap homecare products to drugstore hair color to sun and environmental damage – all of which leads to unpredictable professional services, I found myself spending more time correcting beauty challenges and less time on the artistry of the service. I was tired of gambling on the end results and tired of settling on product choices that didn’t fit all my needs and those of my clients. I needed:

Reliable tools that as a stylist I can rely on to put back into the hair and scalp what is needed so services are flawless and predictable every time

Products that serve as pre and post treatments to protect and restore at home and offer long-term, true health benefits to my clients’ hair and scalp

Ingredients that are safe, eco-conscious and aren’t just inexpensive cosmetic ingredients that may feel great, but don’t truly revitalize, protect and restore the hair

A company that understands MY needs, is 100% committed to me, with zero-tolerance for diversion, and provides me with the artistic and business skills I need to continue to grow

OUR STORY

  

 

This is Exure™. Exure™ gives back to your clients’ hair and scalp what is needed… leaving it stronger, healthier and more luxurious. Repaired, restored and revitalized with our own exclusive HFRC™ (Hair Fiber Regeneration Complex™). Exure™ takes the guess work out of professional services achieving better results and allowing hair color to process more vibrantly. You start with a Pure Hair…a fresh, renewed palette upon which to express your artistry and bring out your client’s beauty. No more limitations. No more gambling. Exure™ is all about luxury and purity. In their creation, I was drawn to fashion, inspired by the textures and luxurious sensations of cashmere and satin. Exure™ products transform and renew hair, restoring it to its purest form…strong, healthy, and ready to be fashioned. First and foremost, I am a hair color specialist that needs these products, and I want to share them with other like-minded stylists who demand results. I want to help you grow your salon to be the best and most profitable in your town…while working together to transform our clients into walking art. Exure™ offers you the opportunity to do what you do best: sheer, amazing artwork…transforming clients and making a difference in people’s lives – honestly and truly leaving hair stronger, healthier and more luxurious. My name is Edan Trump and I believe in “Pure Hair. No Limits.™” Do you?

OUR STORY

  

 

ARTISTRY Exure™ as a company is born from the passion, imagination and needs of a stylist. It is to this community of artists that we are always first and foremost dedicated. We are not just about profits. We are about integrity. With integrity in mind, we support…inspire and seek to return to the art in hair…providing you with tools that should be as reliable as your shears. We believe…

A stylist deserves to love their craft and should never be left wanting in the tools they utilize to express their artistry

The tools we create should exceed expectations Ingredients that offer cosmetic effects only are for department

store brands, not for stylists and our clients Our products should always leave hair in better condition than

how we found it We can help passionate, dedicated stylists to improve their art and their business

“Pure Hair. No Limits.™” This guides our entire company’s vision. For the stylist, it reinforces the need to have a healthy “palette” upon which to express their artistry and transform the client, uncovering the hidden beauty potential of every person. For the salon client, it shows that looking and feeling truly beautiful with hair that truly is a fashion accessory in and of itself, that they can go out and achieve great things in the world by simply feeling and looking amazing.

OUR STORY

  

 

HAIR SCIENCE Cosmetic Chemistry Begins with a Promise After we realized how dire the need was for products that actually deliver on the promises they make, Exure™ founder Edan Trump established a series of values and ethics that drive all our formulations and innovations. We’ve seen great brands that have been absorbed by larger rivals, reformulated and forever changed. In the desire for profit, some companies opt for the most inexpensive ingredients, achieving only a cosmetic, temporary effect in the hair. It was Edan’s vision to make a promise—to our customers, employees, salon owners and stylists, and the global community—of our unwavering dedication to sustain who we are and what we value. Now and forever. Ethics in Creation:

Maintain our commitment to building the knowledge, art and success of beauty professionals everywhere

Elevate the standard salon experience for our clients Provide reliable solutions to beauty challenges with imagination

and innovation Never sacrifice quality. Opt, increase, for truly performance driven,

transformational products Deliver formulas that aren’t merely cosmetic, but truly

contribute to the long-term health of our clients’ hair Utilize advanced natural botanical chemistry Follow environmentally conscious business practices

OUR STORY

  

 

Hair Fiber Regeneration Complex™ As stylists we’ve seen our share of chemically destroyed hair. With causes ranging from cheap homecare products to drugstore hair color to sun and environmental damage. All of which leads to unpredictable professional haircolor sessions. Additionally, from an ingredient standpoint, many well-known professional brands utilize ingredients that focus on the cosmetic appearance alone…they gloss over damaged hair temporarily, but never address the real problems. Like sweeping the dirt under the rug, chemically treated hair needs a little love. Exure™ is the only hair care product in the world to offer the exclusive, “Hair Fiber Regeneration Complex™ (HFRC™)”. Exure™ products contain HFRC™, a powerful complex that offers 3 critical fixes for stressed, malnourished hair:

Critical Fix 1: HFRC™ is a complex of different size molecular weight proteins & amino acids that penetrate, and nourish and strengthen from the very core of the hair to the outermost cuticle layer

Critical Fix 2: HFRC™ contains a cuticle cohesion additive that strengthens and smoothes the cuticle, giving it protection from further damage, and locking in hair color

Critical Fix 3: HFRC™ has a high antioxidant value, which prevents free radical damage, and combats pollution and environmental stressors while encouraging cell production and blood flow to the scalp. In addition to protecting your cells from aging, this high antioxidant value relaxes tight scalps and reduces loss of hair while pushing internal nutrients from the body of the hair into the follicle…regenerating the hair follicle.

EDUCATION Exure™ is the brainchild of Edan and Duane Trump, who shared a vision to create products that truly contribute to the health of hair, while also helping salon and spas grow their business. By helping build a professional future for you and for us, not only will we be able to once again believe in professional hair care products, but we will have the tools that we need for success. There is no doubt that working with hair is fantastic, however, so are good, strong business practices. We are here to partner with you in both great hair and great business practices! Together, we can elevate our industry into a more respected craft by returning to and embracing artistry. We provide innovative business and hands on workshops to support your talent.

OUR STORY

  

 

EXURE™ SHAMPOO Moisture Rich Hydration Gently cleanse away impurities while enriching your client’s hair and scalp with our exclusive HFRC™ formula. Exure™ Shampoo is enriched with natural botanical oils and promotes cellular renewal while helping to restore nutritive deficiencies. All of our products marry art, science and fashion to deliver hair that is ready for you...ready to be fashioned. Edan’s Inspiration I was drawn to the texture and purity of a clean artist’s canvas. Any great piece of art must first begin with a clean canvas – pure, untouched…ready for the artist to take abstract concepts and make something breathtaking. I wanted Exure™ Shampoo to get your client’s hair ready for unlimited artistic possibility. Who Is It For?

Clients with dry, damaged, aged or color-treated hair Ideal as a pre-treatment prior to any color or perm service in salon Clients with color-treated hair, for daily use at home, to seal in and

protect color for lasting vibrancy Benefits of Use:

Helps to Feed and Nourish hair & scalp at the cellular level Hair is left with an airy feeling of Down Cleanses scalp and hair while protecting hair color Offers sun and environmental pollution protection Botanical oils protect and leave hair with a natural shine Wonderfully nourishing after any hair color service Superior detangling and improved wet and dry combability Helps to prevent hair fibers from weakening

OUR PRODUCTS

  

 

EXURE™ CONDITION Seal & Protect Haircolor Smooth, moisturize and nourish while enriching your client’s hair and scalp with our exclusive HFRC™ formula. Exure™ Condition is enriched with natural botanical oils and promotes cellular renewal while helping to restore nutritive deficiencies. All of our products marry art, science and fashion to deliver hair that is ready for you...ready to be fashioned. Edan’s Inspiration During wintertime in Portland, there is nothing more comforting than a Cashmere scarf. The fine, soft fibers feel truly natural and light-weight…yet offer amazing insulation from the harshness of Pacific Northwest weather. I wanted Exure™ Condition to offer this same feeling, offering protection and “insulation” to our client’s hair without adding bulk or weight as many conditioners do. Who Is It For?

Clients with dry, damaged, aged or color-treated hair Ideal as a pre-treatment prior to any color or perm service in salon Clients with color-treated hair, for daily use at home, to seal in and protect

color for lasting vibrancy Benefits of Use:

Hair feels like it was bathed in Cashmere Helps to Feed and Nourish hair and scalp at the cellular level Anti-oxidant rich botanicals combat pollution while protecting from external

aggressors Botanical oils protect and leave hair with a natural shine Tames “flyaways” and smoothes cuticle Improves and strengthens cuticle cohesion Coats the surface of the cuticle, giving hair natural hydrophobicity, which

protects and nourishes the scalp while ensuring elasticity Helps to prevent hair fibers from weakening

OUR PRODUCTS

  

 

EXURE™ REVITALIZE LEAVE IN CONDITIONER Powerful Restorative Restore, renew and revitalize your client’s hair and scalp with this powerful restorative product. A rich, satiny cream containing our exclusive HFRC™ formula, Exure™ Revitalize is enriched with natural botanical oils and promotes cellular renewal while helping to restore nutritive deficiencies. All of our products marry art, science and fashion to deliver hair that is ready for you...ready to be fashioned. Edan’s Inspiration If you’ve never slept on satin sheets, you haven’t lived. Satin, since the Middle Ages, has been a hallmark of luxury…glossy, smooth and silky with an amazing warm radiance. It has been the fabric of choice for special, elegant events for thousands of years, making a powerful statement about its wearer. I wanted Exure™ Revitalize Leave In Conditioner to truly leave clients’ hair shimmering with a satiny feel, and a luster that is truly elegant. Who Is It For?

Clients with dry, damaged, aged or color-treated hair Ideal as a post-treatment after any color or perm service in salon Clients with color-treated hair, for daily use at home, to seal in and protect

color for lasting vibrancy Benefits of Use:

Botanical oils protect and leave hair with a highly reflective shine Tames “flyaways” and smoothes cuticle Improves and strengthens cuticle cohesion and elasticity Coats the surface of the cuticle cells, giving hair natural hydrophobicity, which

protects and nourishes the scalp while ensuring elasticity Non-greasy, can be used on skin…soaks completely in Seals in and preserves hair color UVA/UVB protection Thermal protection up to 420 degrees Improves wet and dry combability with superior detangling

OUR PRODUCTS

  

 

 

THE EXURE™ REVITALIZING TREATMENT 

Since ancient times, hair and scalp massage have been used in various cultures as a treatment for hair loss and to grow healthy hair. Scalp massage is not only beneficial for your client’s hair, but it will also relax their nervous system and mind.  With respect to a scalp massage, there are several benefits both physical and physiological in nature.  

Since the human scalp is replete with nerve endings and the majority of the nervous system is located inside the skull, along with the brain, a good scalp massage stimulates the nervous system. 

A scalp massage increases blood flow to the head, thereby easing stress and chronic headaches. 

It also causes the release of endorphins, which, in turn, helps in relieving pain in the area. 

Scalp massages have also been regarded as the ideal way to de‐stress, and are known to be effective as relaxing and calming techniques. 

Apart from the physiological benefits of scalp massages, they are also very useful in preventing hair loss and dandruff. Since the massage stimulates the flow of blood to the scalp region, as mentioned before, it allows the hair follicles to receive the necessary nourishment. This ensures that your hair and scalp both remain healthy. 

  

EXPECTED RESULTS This procedure produces an increase of scalp blood flow and 

circulation and, therefore, hair follicle irrigation. Additionally, one of the techniques is designed to stimulate the sebaceous glands, increasing oil production, which is good for dry hair and scalp resulting in more nourished vibrant hair. 

  

GETTING STARTED There are 4 types of massage we will be doing through the course of this relaxing and invigorating service: friction, effleurage, rotary and petrissage. Some of them will vary depending on the type of hair your client has.  

All Types of Hair:  

Friction is a movement that is generally used during shampooing. Small, fast circular motions with the balls of your fingers. The aim is to move rather than rub the scalp over the skull. 

 

Petrissage are slower, deeper, kneading, rotary movements used during conditioning. Also good for blood flow and healthy hair.  

 

THE TREATMENT

Exure Fun Fact The word shampoo in English is derived from Hindi chāmpo and dates to 1762.

The Hindi word referred to head massage, usually with some form of hair oil.

  

 

Oily Hair Clients Only:

 

Effleurage uses slow, stroking movements to spread the shampoo and conditioner through the hair, coating each follicle.  

 

Normal/Dry Hair Clients Only:  

Rotary, as the name suggests, are circular, deep kneading movements for cleaning the hair and scalp during conditioning.  

  

STEP 1: THE EXURE SHAMPOO EXPERIENCE 

At the shampoo bowl, recline and relax the client to their comfort level and as always, ask if the water temperature is comfortable for them. Apply Exure™ Shampoo and begin working through the hair.  Begin the scalp massage using Friction Technique. Using the balls of your fingers and thumbs, make small, fast circular motions. Remember your aim is to move rather than rub the scalp over the skull. Apply pressure to the scalp while working from the lateral and temporal areas (close to the ears), to the medial area (upper part of the head).  You may also do another common Friction Technique called Cup Massage. As the name suggests, when using this technique, you need to form a cup with your hand and slowly move your fingers by pulling them inwards and outwards. This helps to move the scalp also, increasing blood flow and relieving stress. Using the fingers in this manner is akin to acupressure, wherein the pressure points are stimulated by the use of pressure.   

STEP 2: THE EXURE DEEP CONDITIONING EXPERIENCE Once the shampoo is thoroughly rinsed out of the hair, let the client know that you will doing a more invigorating, but relaxing series of massages. If at any point they are uncomfortable or if they would like more pressure, they can let you know.  Apply Exure™ Condition to the clients scalp.  NOTE: When giving a scalp massage the pressure should be light and the movement slow. If you move your hands or fingers too quickly and with force, you risk pulling and breaking hair. To avoid hair pulling and breaking, press down on the scalp gently and move your fingers in a circular manner, as mentioned before.     

THE TREATMENT

  

 

  Begin on the sides of the client’s head, running one hand under the next, working fingertips to palms and pressing into the scalp gently. This method is known as shingling. Continue to run the client’s hair through your fingers and gently pull outward, working the conditioner deeply into the hair. On the sides of the head be gentle on the outward pulling motion. On the back of the head you can do a stronger movement.  Hair Specific Next Steps:   For Normal or Dry Hair Clients: Begin Petrissage, making slow, deep, kneading, rotary movements with your finger tips or the base of the palm. This loosens dirt and grease from the hair. It is best to begin on the sides, or the temporal region, which is close to the ears. Using the balls of your fingers and thumbs, press firmly on to the scalp. Use large slow, circular movements, moving both hands – one clockwise and one counter‐clockwise – with the same rhythmic pattern covering the whole head and move the scalp. Movements are from the hairline to the crown, across the whole scalp. This encourages blood flow to the roots of the hair, feeding them with nutrients while stimulating the sebaceous gland. Be careful with this technique on long fine hair, which is easily tangled. It is important to follow a slow rhythm and never pulling the hair or dragging it with the fingers that could pull hair out from the scalp. It is advisable to press the hair gently into the scalp while performing the circular friction movements.  For Oily Hair Clients: Begin Effleurage, making slow, strong movements and applying a slight pressure using the palm of your hand from the forehead to the nape of the neck. This technique is good for clients with very oily hair because it does not stimulate the sebaceous gland. Movements are from the hairline to the crown, across the whole scalp. Start at the center, front hairline and slowly work over the crown area towards the nape. Cover the whole head several times to ensure the client is used to your hands and the Exure Condition is evenly distributed. It is important not to break contact with the scalp once the massage has started, so always keep one hand in contact with the scalp at all times. This is to ensure your client relaxes while you take the weight of his or her head into your hands – if you break contact with the head, the client may jolt his or her head back, which isn’t pleasant or relaxing.   

The Relaxing Massage:  Once you’ve completed a thorough application using the previous steps, you can further massage and relax the client, relieving tension and stress and allowing them to be more relaxed. These steps may be chosen based on the comfort level of you and your client.     

THE TREATMENT

  

 

  The Forehead Clients carry stress in their forehead and tension lines can be noticeable. Massaging this sensitive tissue and the hairline can have the opposite effect on their emotional state. Begin by standing behind the client, placing your hands gently on both sides of their head. Using your thumbs, begin to gently, but firmly stroke up from the center of the eyebrow, back towards you, pulling outward across the forehead as if you were creating a “W”. Move on to the outer corners of the eyebrows on the sides of the head and using your thumbs gently, but firmly pull backward towards you, across the forehead and along the ridge of the scalp through the hairline.  If time allows and the client is comfortable you can try a few different movements: 

You can work from the center of the forehead, outward with your thumbs criss‐crossing over one another, applying decent pressure to the underlying tissue.  

You can also move your thumbs in a yin and yang fashion swirling up and over one another from the center of the forehead up towards the hairline and outward across the whole forehead. 

 The Temples The temples are extremely sensitive and massaging them is very relaxing, but you must be gentle. Standing behind the client and using your thumbs, very gently rub the temples in a circular motion and pull upward away from the temple toward the scalp.  The Ears Relaxing the muscles around the ear can help to release tension we carry in our jaw.  Starting with the earlobe, gently pinch and rub the earlobe. You want to just barely hold the ear. Next hook your thumbs under the ear and rub lightly without applying pressure. Next using your middle finger and ring finger, pull outwardly in a semicircle around the ear, pulling into the skin and hair...up and outward from the ears. Finally cup your hand and surround the ear. Using your thumbs, very gently pull outward, but don’t tug on the ears and skin.   

Finishing the Service Move to the back of the head, standing behind the client, put fingers point to point, where the ridge is in the back of the head. Apply reasonable pressure straight outward from the center point of the skull. This is great for shoulder tension, headaches, and upper back problems. Gently support the ridge of the head and always support it, staying connected where possible as you move from place to place. The more connected you are, the more deeply the person will be relaxed. They’ll know where you are.   Now to complete the service and invigorate the client. Begin rinsing the conditioner out of the hair, mixing up the direction of your hand front to back, back to front again with your fingers. Move in circular motions, working the product out of the client’s hair. Next begin tapping into the scalp, pinching hair and pull up and outward in a claw‐like motion, dancing around a bit with your hands. You can be more vigorous on the hair if the client is comfortable, using a flicking action with your wrist to invigorate the head of your client before they get out of the chair.   

THE TREATMENT