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  • Offer
    £25.99
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>#Hairbesties, introducing #MyHero Collagen Powder Protective Booster, a revolutionary powder additive that can be used with any lightener and/or color formula to shield the hair against damage during a lightener/color service. </li><li>Protects & reinforces by creating a protective coating around the hair structure to prevent damage before it starts</li><li>Collagen & Amino Acids deliver conditioning properties for added protection </li><li>Succinic Acids forms bridges between broken Keratin chains to further strengthen hair while processing</li><li>No compromise to color/lightening results and no added processing time</li></ul>
  • Offer
    £7.99
    ex VAT
    offers available
    <ul><li>Breakthrough Miru-Style X-HP delivers x-treme heat protection (up to 450 degrees)</li><li>Radically reduces the damaging effects of thermal styling</li><li>Advanced VibraRiche technology for hair colour with two times the shine</li><li>Formulated by Guy Tang</li><li>Keratin and argan seed oil blend to improve the overall integrity of the hair</li></ul>
  • Offer
    £7.99
    ex VAT
    offers available
    <ul><li>Breakthrough Miru-Style X-HP delivers x-treme heat protection (up to 450 degrees)</li><li>Radically reduces the damaging effects of thermal styling</li><li>Advanced VibraRiche technology for hair colour with two times the shine</li><li>Pre-blended shades to easily recreate the most demanding hair colour trends</li><li>Keratin and argan seed oil blend to improve the overall integrity of the hair</li></ul>
  • Offer
    £7.99
    ex VAT
    offers available
    <ul><li>#Hairbesties, Permanent Natural Ice offers maximum gray coverage with a cool, natural result.</li><li>The NI Series gives balanced control and is great for intermixing with other #mydentity shades when a natural result is desired.</li><li>#Hairbestie Tip: When retouching gray coverage, used desired Permanent NI shade at the regrowth and refresh mids & ends with Demi-Permanent color two levels lighter.</li></ul>
  • Offer
    Limited Edition
    £7.99
    ex VAT
    offers available
    <ul><li>#Hairbesties, our Super Power Direct Dyes are extremely pigmented and allow you to create powerful color with maximum depth. All #mydentity Super Power Direct Dyes can be intermixed with each other to create endless possibilities.</li><li>The Super Power Direct Dyes are formulated with super power strength to last up to 30 shampoos!</li><li>#Hairbestie Tip: Use on pre-lightened hair for true to tone results. Some shades can be used over natural hair for glazing effects.</li></ul>
  • Offer
    £36.50
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Lifts up to 8 levels in a single application</li><li>Dust-free, violet powder</li><li>Superior conditioning during the lifting process</li><li>Mix #Magnum8 with #Big9 to create the most perfect, hybrid consistency</li><li>Formulated by Guy Tang</li></ul>
  • Offer
    £10.75
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Available in 473mL and 1000mL</li><li>Specially formulated with my favorite lavender fragrance for all your #mydentity haircolor needs.</li></ul>
  • Offer
    £16.09
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Versatile formula for precise and global application techniques</li><li>Delivers superior conditioning during the lifting process</li><li>Protective crème base soothes the scalp and reduces sensitivity</li><li>Moisturising agents for optimal protection during and after the lifting process</li><li>Formulated by Guy Tang</li></ul>
  • Offer
    £6.79
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Formulated by Guy Tang</li><li>Specially formulated with Guy's favourite lavender fragrance</li><li>Available in 6 vol</li><li>For use with #Mydentity hair colour</li></ul>
  • Offer
    £7.99
    ex VAT
    offers available
    <ul><li>Intense, cool shades that fade on tone</li><li>Primary Tone: Grey, Secondary Tone: Gray-Blue</li><li>Highest concentration of smoky ash dye-load</li><li>Control to combat warm tones to lower levels to deliver a cool base</li><li>Mix with NI series to cover grey hair. Mix Dark Shadows for your scalpagé formula to prevent hot roots. Mix Aqua Blue or Turquoise boosters when amplified control is needed. </li></ul>
  • Offer
    NEW & EXCLUSIVE
    £14.95
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Deposits pigment into the hair while conditioning - the longer the conditioner is left on, the more intense and pigmented the hair will be</li><li>Can be used after a colour service to maintain vibrancy or as a low-commitment fashion color service</li><li>Improves shine, smoothness and manageability of hair. #thatshinetho</li><li>Available in 3 of @Guy_Tang’s most desired shades: Rose Gold, Silver Pearl and Lavender Lust</li></ul>
  • Offer
    NEW & EXCLUSIVE
    £3.50
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Large brush for easily blending and feathering colour </li><li>Ideal for balayage </li></ul>
  • Offer
    £6.79
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Formulated by Guy Tang</li><li>Specially formulated with Guy's favourite lavender fragrance</li><li>Available in a range of 10 vol to 40 vol</li><li>For use with #Mydentity hair colour</li></ul>
    out of stock
  • Offer
    NEW & EXCLUSIVE
    £14.49
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Cuts blow dry time to prevent color fade from prolonged blow drying </li><li>Reduces colour fade rate by 72%* </li><li>Heat protection up to 232°C to help colour last </li><li>Protects against damage and breakage </li><li>Adds shine & manageability to hair< /li></ul>
  • Offer
    NEW & EXCLUSIVE
    £14.49
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Adds a subtle, dimensional Rose Gold shimmer without affecting hair colour</li><li>Detangles and smooths</li><li>Light mist absorbs easily into the hair</li><li>Ideal for all hair types and colours </li><li>Heat protection up to 232°C</li></ul>
  • Offer
    £7.99
    ex VAT
    offers available
    <ul><li>Intense, cool shades that fade on tone</li><li>Primary Tone: Grey, Secondary Tone: Gray-Blue</li><li>Highest concentration of smoky ash dye-load</li><li>Control to combat warm tones to lower levels to deliver a cool base</li><li>Mix with NI series to cover grey hair. Mix Dark Shadows for your scalpagé formula to prevent hot roots. Mix Aqua Blue or Turquoise boosters when amplified control is needed. </li></ul>
  • Offer
    New
    £3.80
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Large colour tint bowl /li><li>Rose gold </li><li> </li><li>Large handle </li></ul>
  • Offer
    NEW & EXCLUSIVE
    £14.49
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Lightweight, fine mist spray helps contour the curves of your styles with intense shine bands </li><li>Formulated with watermelon extract for a high shine finish </li><li>Adds moisture to improve smoothness and manageability for “picture perfect” hair </li><li>Reduces frizz and flyaways without collapsing the style </li><li>Formulated with one of Guy’s favorite frangrances - cherry blossom</li></ul>
  • Offer
    £21.45
    ex VAT
    offers available
    <ul><li>Extra Slippage #hairbesties, this conditioner gives so much slippage!</li><li>The thick consistency, provides moisture - reducing frizz, flyaways and softening the texture of the hair</li><li>This conditioner gives so much shine to the hair for increased color reflection due to its softening effect</li><li>Formulated without sulfates, parabens and sodium chloride</li></ul>
  • Offer
    NEW & EXCLUSIVE
    £3.50
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Small brush for precise application </li><li>Ideal for use around the hair line and fine placement of balayage </li></ul>
  • Offer
    New
    £24.65
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>#MyHero 4 Step Intense Restorative System works to repair and rejuvenate hair from the inside out </li><li>Powered by X-Tech, 10 Keratin and Amino Acids to help to rebuild the hair’s inner matrix and replenish lost amino acids </li><li>Hair is rejuvenated to fuller, healthier looking state</li><li>Ideal for chemically treated and/or stressed virgin hair</li></ul>
  • Offer
    New
    £15.05
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Reduces breakage by up to 98% for healthier looking hair</li><li>Controls frizz & flyways, especially around the hairline after blow-drying</li><li>Improves overall shine, manageability, & smoothness for a polished look</li><li>Provides thermal protection up to 450° & humidity resistance up to 24 hours</li><li>Formulated with one of Guy’s favorite frangrances - cherry blossom</li></ul>
  • Offer
    NEW & EXCLUSIVE
    £3.50
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Large brush for easily blending and feathering colour </li><li>Ideal for balayage </li></ul>
  • Offer
    NEW & EXCLUSIVE
    £14.49
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Super fine mist application allows for touchable, moveable hold without collapsing the style </li><li>Quick drying formula great for layering and bulking up the style </li><li>Increases shine to give the ideal color reflection when taking photos </li><li>Increases shine to give the ideal colour reflection when taking photos </li><li>Formulated with one of Guy’s favourite frangrances - Cherry Blossom </li></ul>
  • Offer
    New
    £24.65
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>#MyHero 4 Step Intense Restorative System works to repair and rejuvenate hair from the inside out </li><li>Powered by X-Tech, 10 Keratin and Amino Acids to help to rebuild the hair’s inner matrix and replenish lost amino acids </li><li>Hair is rejuvenated to fuller, healthier looking state</li><li>Ideal for chemically treated and/or stressed virgin hair</li></ul>
  • Offer
    £7.99
    ex VAT
    offers available
    <ul><li>Intense, cool shades that fade on tone</li><li>Primary Tone: Grey, Secondary Tone: Gray-Blue</li><li>Highest concentration of smoky ash dye-load</li><li>Control to combat warm tones to lower levels to deliver a cool base</li><li>Mix with NI series to cover grey hair. Mix Dark Shadows for your scalpagé formula to prevent hot roots. Mix Aqua Blue or Turquoise boosters when amplified control is needed. </li></ul>
  • Offer
    £20.35
    ex VAT
    offers available
    <ul><li>Super Clean Feel! Designed with a pH of 5.7 to help remove oil and dirt from the hair while minimizing color fade</li><li>Body & Texture; nobody likes flat hair! Lightweight leaving the hair with body and fullness</li><li>Formulated without sulfates, parabens and sodium chloride</li></ul>
  • Offer
    New
    £64.35
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>#Stroke7 Rosé Balayage Lightener & Thicc Balayage Activators for up to 7 levels of lift in s single application</li><li>ElastiShell™ Technology for a flexible rosé cast with minimal flaking for an even lift </li><li>Processes in 35-45 minutes (1:3)</li><li>Contains: 3 x 30v Thicc Balayage Activator, 1 x #Stroke7 Rose Balayage Lightener, Comb, Small Brush, Large Brush, Paddle, Mixing Bowl & Mesh Sheets </li></ul>
    out of stock
  • Offer
    New
    £24.65
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>#MyHero 4 Step Intense Restorative System works to repair and rejuvenate hair from the inside out </li><li>Powered by X-Tech, 10 Keratin and Amino Acids to help to rebuild the hair’s inner matrix and replenish lost amino acids </li><li>Hair is rejuvenated to fuller, healthier looking state</li><li>Ideal for chemically treated and/or stressed virgin hair</li></ul>
  • Offer
    £7.99
    ex VAT
    offers available
    <ul><li>#Hairbesties, I named these shades "Dual Booster" because you can use in two ways - for direct application or to customize, boost, correct or neutralize any of your #mydentity formulations.</li><li>Incorporate desired amount of Dual Booster up to 50% to enhance any #mydentity Permanent or Demi-Permanent formulation.</li><li>#Hairbesties, Aqua Blue is great for concealing excess warmth when mixing into your color formulation when battling brass.</li></ul>
  • Offer
    NEW & EXCLUSIVE
    £13.99
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>High hold sculpting spray </li><li>Provides all day hold </li><li>Touchable, buildable and flake-free</li><li>Humidity resistant for up to 24 hours</li><li>#hairbestie tip: After styling, lift up the hair and spray to give extra elevation where desired</li></ul>
    out of stock
  • Offer
    £7.99
    ex VAT
    offers available
    <ul><li>For warmer end results, mix the Naked Glow Series with the Copper Red Copper and Rose Gold Series</li><li>Formulated by Guy Tang!</li><li>Pre-blended signature shades enable stylists to easily recreate the most demanding haircolor trends of the season</li><li>Break-through mirustyle x-hp™ delivers x-treme heat protection up to 450º to radically reduce the damaging effects of thermal styling</li></ul>
  • Offer
    New
    £9.29
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Supports when painting or highlighting </li><li>Perfect when working with multi-length hair </li><li>Rose gold </li></ul>
  • Offer
    NEW & EXCLUSIVE
    £1.94
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Balayage Meche </li><li>Contains 10 sheets </li></ul>
  • Offer
    NEW & EXCLUSIVE
    £13.99
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Prolongs colour by reducing the frequency of shampoos /li><li>Absorbs excess oil and sweat that weigh hair down </li><li>Refreshes scalp and hair while adding bulk </li><li>#hairbestie tip: spray through mid-lengths to absorb oil that may have transferred from your hands and add volume back to hair </li></ul>
  • Offer
    £7.99
    ex VAT
    offers available
    <ul><li>For warmer end results, mix the Naked Glow Series with the Copper Red Copper and Rose Gold Series</li><li>Formulated by Guy Tang!</li><li>Pre-blended signature shades enable stylists to easily recreate the most demanding haircolor trends of the season</li><li>Break-through mirustyle x-hp™ delivers x-treme heat protection up to 450º to radically reduce the damaging effects of thermal styling</li></ul>