All Smiles: Steve Goddard, with products, at the Chatsworth offices of Pravana.

All Smiles: Steve Goddard, with products, at the Chatsworth offices of Pravana.

In a San Fernando Valley cosmetics industry dense with high-priced international brands, Pravana International LLC is making its mark.

The Woodland Hills company has seen success with stylists by distributing a product line of less expensive but still professional-quality shampoos, conditioners and other products, including 107 shades of hair color...

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