Pravana's promise is: "To empower stylists by providing them with superior products, unprecedented and unmatched in value,that will enhance their businesses and lives."

When thinking about how it can live by these words during the COVID-19 crisis and help stylists, Pravana came up with it's newest initiative, the Stylist Transform and Empowerment Program (STEP Up), launching May 18.

STEP Up is made up of three parts. Read about them below.


PRAVANA’s bestselling ChromaSilk hair color collection available at $4.99 a tube to support stylists during this time.


Try Pravana color by trading in tubes of unused color from another brand. Collect unused color tubes, bring to a store that carries Pravana or contact a sales consultant. 

  • Trade 36+ shades to receive a free PRAVANA swatch book ($60 value) + downloadable ChromaSilk 101 class + 1 entry for the Salon Transformation Sweepstakes
  • No purchase required.
  • Limited to 250 tubes per stylist


New PRAVANA customers that participate in the Shade Trade program are entered to win a salon transformation! Must trade in 36+ tubes of ChromaSilk.

  • In partnership with Belvedere Maletti Salon Supply
  • $25,000 value grand prize for (1) commissioned salon
  • $2,000 product retail kit for (1) second place
  • $10,000 value grand prize for (1) independent booth-renter
  • $2,000 product retail kit for (1) second place


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Originally posted on Modern Salon