About Pure Moisture
Pure Moisture Hair is more than haircare, it is the standard for hydration, strength, and lasting results.
Born from real experience behind the chair and on television sets, this line was created to solve what so many products fail to deliver —true moisture, healthy growth, and performance that lasts beyond the moment.
Founded by celebrity hairstylist Tomica LaTrice, a third generation professional with over two decades in the beauty and film industry, Pure Moisture is rooted in expertise, not trends.
From everyday clients to on camera talent, one thing has always remained clear healthy hair requires consistency, quality, and intention. This line was created to deliver exactly that moisture from morning to night, strength you can feel, and results you can see.
Our Beginning
Pure Moisture was never just an idea — it was a calling shaped by legacy, experience, and a deep understanding of what healthy hair truly requires.
Founder Tomica LaTrice began her journey in the beauty industry at a young age, following in the footsteps of both her mother and grandmother as a third generation hairstylist. What started as a natural gift quickly evolved into a lifelong commitment to mastering the art and science of hair care.
With over two decades of experience behind the chair, as a salon owner, and as a member of Local 798 for hairstylists and makeup artists in the television and film industry, Tomica has worked with a wide range of hair types, textures, and conditions. Through those experiences, she developed a deeper focus on restoring hair health, including addressing concerns such as thinning, alopecia, and long term damage.
Through it all, one truth became clear — many products promised results, but very few delivered lasting moisture, strength, and true hair health.
Driven by that gap, Pure Moisture was created to be the solution. A line rooted in real experience, designed with intention, and built to deliver consistent, transformative results for every client, every texture, and every stage of the hair journey.
Our Mission
At Pure Moisture, our mission is to restore integrity to hair care by delivering products that prioritize true hydration, strength, and long term results.
We believe healthy hair is not achieved through quick fixes, but through consistency, quality ingredients, and intentional care. Every formula is designed to support the natural health of your hair while addressing real concerns such as dryness, breakage, and thinning.
Our commitment is simple to create high performing, salon quality products that work across all textures, empower confidence, and make healthy hair an achievable standard, not a luxury.
Our Commitment
Pure Moisture is built on consistency, performance, and care you can feel from the first use to long term results.
We are committed to creating formulas that deliver lasting hydration without buildup, strengthen the hair from root to ends, and support healthy growth across all textures and styles. Every product is developed with intention, using high quality ingredients that work in harmony with your hair not against it.
From protective styles to everyday wear, our focus remains the same to provide dependable results, simplify your routine, and give you confidence in the health and appearance of your hair.
Our Products
Step into the world of Pure Moisture Hair Care, where every product is designed with purpose, performance, and real results in mind.
From deeply hydrating cleansers to lightweight leave-ins and growth-focused oils, each formula is created to restore moisture, strengthen the hair, and support healthy, consistent growth without compromising the integrity of your strands.
Whether you’re maintaining a protective style, wearing your natural texture, or styling for everyday wear, Pure Moisture delivers salon-quality results you can see and feel.