Meet the New Look Serie Expert

The best-selling Serie Expert haircare range has been re-engineered with a modern new look! L’Oréal Professionnel have streamlined their haircare heroes to keep only the best of the best, resulting in a professional collection that offers an exclusive level of performance for every single hair type.

Designed for pros, by pros, L’Oréal have worked extremely closely with expert scientists and hair artists to ensure premium haircare perfection, testing and selecting the very best performing technologies to provide supreme performance fore every service.

The sleek new design doesn’t just look great on your salon shelves, but it has been carefully created to be more sustainable than previous Serie Expert packaging, with all bottles now manufactured with up 95% recycled plastic.* Coupled with the CO2 neutral manufacturing conditions and industrial water recycling loop in L’Oréal’s European plant, this minimised reliance on virgin plastic is a fantastic step towards improved sustainability within the industry.

*excludes caps


Serie Expert Vitamino Color Range

Vitamino Color

For colour-protected, radiant hair

Providing up to 8 weeks’ protection against colour fade*, Vitamino Color is the perfect range for clients with colour-treated hair. This expert range also adds up to 6x more shine so hair looks vibrant and radiant.

*Instrumental test using shampoo + conditioner

Serie Expert Absolut Repair Range

Absolut Repair

For smooth, resurfaced hair

Specifically formulated for damaged hair, Absolut Repair helps to reduce surface damage by 77% and leave hair looking 7x shinier.* Hair feels softer and much more manageable.

*Shampoo + Instant Resurfacing Masque after 5 applications.

Serie Expert Blondifier Range


For resurfaced and illuminated blonde or highlighted hair

The tailored Blondifier range replenishes and smoothes the hair fibre keeping blonde hair nourished and radiant. Caring ingredients and neutralising agents enhance the multidimensional shine of blonde hair for show-stopping results.

Serie Expert Silver Shampoo


For neutralised and brightened grey hair

Ideal for clients with blonde, grey or white hair, Serie Expert Silver is formulated with purple pigments and anti-yellowing agents to fight brassiness and keep colour looking clean and bright.

Serie Expert Pro Longer Range

Pro Longer

For fuller-looking long hair

L’Oréal’s first professional care line for long hair, Serie Expert Pro Longer plumps, fills, and strengthens long hair and brittle ends, visibly reducing split ends by up to 94%.*

*Instrumental test using shampoo + conditioner

Serie Expert Inforcer Range


For stronger, healthier hair

Designed for fragile hair, Serie Expert Inforcer with Biotin and B6 targets and repairs breakage and split ends, strengthening and nourishing hair for overall improved condition.

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