Italy PURITY DESIGN Pure Fluid Experience Modeling fluid medium hold. It’s high hydration faculty leaves hair extremely soft and shiny. Directions: Apply to wet or dry hair and style for shine, direction and medium hold. For wet effect do not comb or brush. IT@LY Hairfashion's Labs have created a bond between the traditional design of these products while implementing a new protective Desert Blend formula that makes this line unique. The Desert Blend formula is compromised of proteins developed from desert plants (Agave, Joshua Tree, and Cholla Cactus) to protect hair from harmful UV rays.