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  • Exclusive
    £28.85
    ex VAT
    <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
    £10.09
    ex VAT
    5+1 FREE | 8+2 FREE
    <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
    Exclusive
    £10.09
    ex VAT
    5+1 FREE | 8+2 FREE
    <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
    Exclusive
    £10.09
    ex VAT
    5+1 FREE | 8+2 FREE
    <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
    Exclusive
    £10.09
    ex VAT
    5+1 FREE | 8+2 FREE
    <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>
  • Exclusive
    £44.05
    ex VAT
    <ul><li>Lifts up to 8 levels in a single application </li><li>Dust-free, violet powder </li><li>Delivers superior conditioning during the lifting process.</li><li>Ideal when fast-acting lift is desired </li><li>Unique consistency offers fluid spread-ability </li></ul>
  • Offer
    Exclusive
    £9.45
    ex VAT
    5+1 FREE | 8+2 FREE
    <ul><li>Lift and tone in one step </li><li>Provides up to 6 levels of lift while depositing an even iridescent blonde reflection </li><li>Achieve a vibrant blonde in half the time </li><li>Maintains brightness in the hair </li><li>Delivers a reflective cool blonde tone in one simple step </li></ul>
  • Offer
    Exclusive
    £19.95
    ex VAT
    BUY 2 LIGHTENERS GET A FREE DEVELOPER
    <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>
  • Exclusive
    £11.29
    ex VAT
    <ul><li>Deposits pigment onto 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 for 1-5 minutes to refresh or tone the hair </li><li>Can be used for 10 minutes on pre-lightened hair for an intense colour deposit </li><li>Infused with sunflower seed oil, argan oil, and meadowfoam seed oil for enhanced softness and shine</li><li>Colour lasts up to 25 washes</li></ul>
  • Exclusive
    £12.39
    ex VAT
    <ul><li>6V developer to be used in conjunction with #Mydentity Demi-Permanent shades</li><li>Specially formulated with my favourite lavender fragrance for all your #mydentity hair colour needs</li></ul>
  • Offer
    Exclusive
    £12.39
    ex VAT
    BUY 2 LIGHTENERS GET A FREE DEVELOPER
    <ul><li>Available in 473mL and 1000mL</li><li>Specially formulated with my favorite lavender fragrance for all your #mydentity haircolor needs.</li></ul>
  • New
    £4.00
    ex VAT
    <ul><li>Swatch includes: Pink Sky Dream, Silver Moon Dream, Champagne Dream, Twilight Dream</li></ul>
  • Offer
    Exclusive
    £10.09
    ex VAT
    5+1 FREE | 8+2 FREE
    <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>
  • Exclusive
    £21.59
    ex VAT
    <ul><li>A conditioning direct dye remover that undresses the hair in as little as 5 minutes </li><li>Gentle, ammonia-free formula </li><li>Contains a unique blend of moisturising agents</li><li>Adds moisture and shine to processed hair</li><li>Powered by persulfates instead of ammonia, for an equally powerful result in a gentle formula </li></ul>
  • New
    £4.00
    ex VAT
    <ul><li>Swatch includes: Midnight Love, Midnight Rose, Midnight Fantasy, Midnight Violet, Midnight Blue</li></ul>
  • New
    £4.00
    ex VAT
    <ul><li>Swatch insert includes: Loverboy, Heart Breaker, Titanium Shield, Night Warrior</li></ul>
  • Offer
    Exclusive
    £10.09
    ex VAT
    5+1 FREE | 8+2 FREE
    <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
    Exclusive
    £10.09
    ex VAT
    5+1 FREE | 8+2 FREE
    <ul><li> I’m obsessed with mixing Naked Blush with Rose Gold, Dusty Lavender, and Silver Smoke for a variety of blushing naked tones</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
    Exclusive
    £10.09
    ex VAT
    5+1 FREE | 8+2 FREE
    <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>
  • £15.45
    ex VAT
    <ul><li>Helps prevent damage from combing and heat styling </li><li>Increases combability by up to 70%, making it easy to detangle the hair</li><li>Increases shine </li><li>Provides heat protection up to 450 degrees </li><li>Lightweight leave-in conditioner ideal for all hair types</li></ul>
  • Offer
    Exclusive
    £10.09
    ex VAT
    5+1 FREE | 8+2 FREE
    <ul><li>Intense, cool shades that fade on tone</li><li>Primary Tone: Green, Secondary Tone: Gray</li><li>Neutralizes unwanted red/brassy tones</li><li>HairBestie Tip: Mix with Shadow Ash for creative control of warmth or use Dark Shadows for a scalpagé formulation to mute the scalpagé from glowing. Amplify the control by adding Turquoise or Aqua Blue Booster if matte result is desired.</li></ul>
  • Exclusive
    £11.65
    ex VAT
    <ul><li>Range of high lift demi-permanent liquid toners and oil booster</li><li>Ideal for creating subtle highlights on levels 5-9</li><li>Lifts evenly through colour providing up to 6 levels of lift</li><li>Each toner deposits a unique iridescent blonde reflection without over processing</li><li>Ideal for precision highlighting, babylights or foil applications</li></ul>
  • Exclusive
    £11.45
    ex VAT
    <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>
  • Exclusive
    £10.29
    ex VAT
    <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
    Exclusive
    £10.09
    ex VAT
    5+1 FREE | 8+2 FREE
    <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
    Exclusive
    £10.09
    ex VAT
    5+1 FREE | 8+2 FREE
    <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>
  • Exclusive
    £10.59
    ex VAT
    <ul><li>Supports when painting or highlighting </li><li>Perfect when working with multi-length hair </li><li>Rose gold </li></ul>
  • Exclusive
    £4.15
    ex VAT
    <ul><li>Large brush for easily blending and feathering colour </li><li>Ideal for balayage </li></ul>
  • Offer
    Exclusive
    Limited Edition
    £9.80
    ex VAT
    5+1 FREE | 8+2 FREE
    <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>
  • Exclusive
    £11.29
    ex VAT
    <ul><li>Deposits pigment onto 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 for 1-5 minutes to refresh or tone the hair </li><li>Can be used for 10 minutes on pre-lightened hair for an intense colour deposit </li><li>Infused with sunflower seed oil, argan oil, and meadowfoam seed oil for enhanced softness and shine</li><li>Colour lasts up to 25 washes</li></ul>
  • Exclusive
    £4.15
    ex VAT
    <ul><li>Large brush for easily blending and feathering colour </li><li>Ideal for balayage </li></ul>
  • Exclusive
    £2.59
    ex VAT
    <ul><li>Balayage Meche </li><li>Contains 10 sheets </li></ul>
  • Offer
    Exclusive
    £10.09
    ex VAT
    CLEARANCE MULTIBUY
    <ul><li>#Hairbestie, create the blue-black color you dream of!</li><li>The MB Series can also be intermixed with any of the Silver Smoke or Dusty Lavender shades for endless color combinations. I can't wait to see what you create!</li></ul>
  • Exclusive
    £4.15
    ex VAT
    <ul><li>Small brush for precise application </li><li>Ideal for use around the hair line and fine placement of balayage </li></ul>
  • Offer
    Exclusive
    £10.09
    ex VAT
    5+1 FREE | 8+2 FREE
    <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>
  • Exclusive
    £4.29
    ex VAT
    <ul><li>Large colour tint bowl /li><li>Rose gold </li><li> </li><li>Large handle </li></ul>
48 Products Found