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    • Formulated by Guy Tang
    • Specially formulated with Guy's favourite lavender fragrance
    • Available in 6 vol
    • For use with #Mydentity hair colour
    £6.29
    ex VAT
  • 4+1 FREE
    • Breakthrough Miru-Style X-HP delivers x-treme heat protection (up to 450 degrees)
    • Radically reduces the damaging effects of thermal styling
    • Advanced VibraRiche technology for hair colour with two times the shine
    • Pre-blended shades to easily recreate the most demanding hair colour trends
    • Keratin and argan seed oil blend to improve the overall integrity of the hair
    £7.39
    ex VAT
  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Magenta Magic 85g
    4+1 FREE
    • #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.
    • The Super Power Direct Dyes are formulated with super power strength to last up to 30 shampoos!
    • #Hairbestie Tip: Use on pre-lightened hair for true to tone results. Some shades can be used over natural hair for glazing effects.
    £7.39
    ex VAT
  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Blue Mystique 85g
    4+1 FREE
    • #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.
    • The Super Power Direct Dyes are formulated with super power strength to last up to 30 shampoos!
    • #Hairbestie Tip: Use on pre-lightened hair for true to tone results. Some shades can be used over natural hair for glazing effects.
    £7.39
    ex VAT
    • Formulated by Guy Tang
    • Specially formulated with Guy's favourite lavender fragrance
    • Available in a range of 10 vol to 40 vol
    • For use with #Mydentity hair colour
    £6.29
    ex VAT
  • 4+1 FREE
    • Breakthrough Miru-Style X-HP delivers x-treme heat protection (up to 450 degrees)
    • Radically reduces the damaging effects of thermal styling
    • Advanced VibraRiche technology for hair colour with two times the shine
    • Pre-blended shades to easily recreate the most demanding hair colour trends
    • Keratin and argan seed oil blend to improve the overall integrity of the hair
    £7.39
    ex VAT
  • 4+1 FREE
    • Breakthrough Miru-Style X-HP delivers x-treme heat protection (up to 450 degrees)
    • Radically reduces the damaging effects of thermal styling
    • Advanced VibraRiche technology for hair colour with two times the shine
    • Pre-blended shades to easily recreate the most demanding hair colour trends
    • Keratin and argan seed oil blend to improve the overall integrity of the hair
    £7.39
    ex VAT
    • Versatile formula for precise and global application techniques
    • Delivers superior conditioning during the lifting process
    • Protective crème base soothes the scalp and reduces sensitivity
    • Moisturising agents for optimal protection during and after the lifting process
    • Formulated by Guy Tang
    £14.99
    ex VAT
    • Lifts up to 8 levels in a single application
    • Dust-free, violet powder
    • Superior conditioning during the lifting process
    • Mix #Magnum8 with #Big9 to create the most perfect, hybrid consistency
    • Formulated by Guy Tang
    £33.99
    ex VAT
    • Available in 473mL and 1000mL
    • Specially formulated with my favorite lavender fragrance for all your #mydentity haircolor needs.
    £9.99
    ex VAT
  • 4+1 FREE
    • Breakthrough Miru-Style X-HP delivers x-treme heat protection (up to 450 degrees)
    • Radically reduces the damaging effects of thermal styling
    • Advanced VibraRiche technology for hair colour with two times the shine
    • Pre-blended shades to easily recreate the most demanding hair colour trends
    • Keratin and argan seed oil blend to improve the overall integrity of the hair
    £7.39
    ex VAT
  • 4+1 FREE
    • #Hairbesties, we are confident. We are strong. We are proud! We are comfortable in our own skin. We embrace our body and embrace everything we have grown to be and learned to be.
    • This Collection consists of 3 Demi-permanent shades that deliver cool tones with a warm reflection to have a soft, powder-like finish.
    • The primary tone in the Naked Collection is cool beige and the secondary tone is mauve. #YASSS
    • #Hairbestie Tip: If you want warmer naked tones, you can deposit on a level 8-9. If you want cooler naked tones, deposit on a level 9-10 varying your shade level and canvas applied on.
    £7.39
    ex VAT
  • 4+1 FREE
    • Breakthrough Miru-Style X-HP delivers x-treme heat protection (up to 450 degrees)
    • Radically reduces the damaging effects of thermal styling
    • Advanced VibraRiche technology for hair colour with two times the shine
    • Pre-blended shades to easily recreate the most demanding hair colour trends
    • Keratin and argan seed oil blend to improve the overall integrity of the hair
    £7.39
    ex VAT
  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Mint of Steel 85g
    4+1 FREE
    • #Hairbesties, I incorporated an exclusive Keratin & Argan Seed Oil Blend to improve the overall integrity of the hair while providing maxinum color retention and vibrancy up
    • Arctic Blue creates a vibrant, cool blue tone. Smoke out by adding Charcoal or mix with Pink Diamond to make a custom deep lavender color.
    • #Hairbestie Tip: For maximum vibrancy & animation, pre-lighten the hair using #Big9 or #Magnum8 prior to appliaction.
    £7.39
    ex VAT
  • Offer
    #mydentity Dual Booster Color Max Aqua Blue 58g
    4+1 FREE
    • #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.
    • Incorporate desired amount of Dual Booster up to 50% to enhance any #mydentity Permanent or Demi-Permanent formulation.
    • #Hairbesties, Aqua Blue is great for concealing excess warmth when mixing into your color formulation when battling brass.
    £7.39
    ex VAT
  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Lavender Lust 85g
    4+1 FREE
    • #Hairbesties, I incorporated an exclusive Keratin & Argan Seed Oil Blend to improve the overall integrity of the hair while providing maxinum color retention and vibrancy up
    • Arctic Blue creates a vibrant, cool blue tone. Smoke out by adding Charcoal or mix with Pink Diamond to make a custom deep lavender color.
    • #Hairbestie Tip: For maximum vibrancy & animation, pre-lighten the hair using #Big9 or #Magnum8 prior to appliaction.
    £7.39
    ex VAT
  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Phoenix Fire 85g
    4+1 FREE
    • #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.
    • The Super Power Direct Dyes are formulated with super power strength to last up to 30 shampoos!
    • #Hairbestie Tip: Use on pre-lightened hair for true to tone results. Some shades can be used over natural hair for glazing effects.
    £7.39
    ex VAT
    • Formulated by Guy Tang
    • Specially formulated with Guy's favourite lavender fragrance
    • Available in a range of 10 vol to 40 vol
    • For use with #Mydentity hair colour
    £6.29
    ex VAT
  • 4+1 FREE
    • Breakthrough Miru-Style X-HP delivers x-treme heat protection (up to 450 degrees)
    • Radically reduces the damaging effects of thermal styling
    • Advanced VibraRiche technology for hair colour with two times the shine
    • Pre-blended shades to easily recreate the most demanding hair colour trends
    • Keratin and argan seed oil blend to improve the overall integrity of the hair
    £7.39
    ex VAT
    • Formulated by Guy Tang
    • Specially formulated with Guy's favourite lavender fragrance
    • Available in a range of 10 vol to 40 vol
    • For use with #Mydentity hair colour
    £6.29
    ex VAT
  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Crimson Spell 85g
    4+1 FREE
    • #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.
    • The Super Power Direct Dyes are formulated with super power strength to last up to 30 shampoos!
    • #Hairbestie Tip: Use on pre-lightened hair for true to tone results. Some shades can be used over natural hair for glazing effects.
    £7.39
    ex VAT
  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Cosmic Coral 85g
    4+1 FREE
    • #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.
    • The Super Power Direct Dyes are formulated with super power strength to last up to 30 shampoos!
    • #Hairbestie Tip: Use on pre-lightened hair for true to tone results. Some shades can be used over natural hair for glazing effects.
    £7.39
    ex VAT
  • 4+1 FREE
    • I’m obsessed with mixing Naked Blush with Rose Gold, Dusty Lavender, and Silver Smoke for a variety of blushing naked tones
    • Formulated by Guy Tang!
    • Pre-blended signature shades enable stylists to easily recreate the most demanding haircolor trends of the season
    • Break-through mirustyle x-hp™ delivers x-treme heat protection up to 450º to radically reduce the damaging effects of thermal styling
    £7.39
    ex VAT
  • 4+1 FREE
    • #Hairbesties, Permanent Natural Ice offers maximum gray coverage with a cool, natural result.
    • The NI Series gives balanced control and is great for intermixing with other #mydentity shades when a natural result is desired.
    • #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.
    £7.39
    ex VAT
  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Sheer Power 85g
    4+1 FREE
    • #Hairbesties, I incorporated an exclusive Keratin & Argan Seed Oil Blend to improve the overall integrity of the hair while providing maxinum color retention and vibrancy up
    • Arctic Blue creates a vibrant, cool blue tone. Smoke out by adding Charcoal or mix with Pink Diamond to make a custom deep lavender color.
    • #Hairbestie Tip: For maximum vibrancy & animation, pre-lighten the hair using #Big9 or #Magnum8 prior to appliaction.
    £7.39
    ex VAT
  • 4+1 FREE
    • #Hairbesties, the CRC Series offers pure, fiery copper tones with extreme vibrancy!
    • Mix with the NI Series for warm, brown, copper-red tones, or with the GG Series for bright, warm copper tones.
    • #Hairbestie Tip: After lifting with Permanent CRC, you can glaze the hair with the corresponding Demi-Permanent CRC Shade to give an extra pop of color & shine!
    £7.39
    ex VAT
    • Formulated by Guy Tang
    • Specially formulated with Guy's favourite lavender fragrance
    • Available in a range of 10 vol to 40 vol
    • For use with #Mydentity hair colour
    £6.29
    ex VAT
  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Lightning Bolt 85g
    4+1 FREE
    • #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.
    • The Super Power Direct Dyes are formulated with super power strength to last up to 30 shampoos!
    • #Hairbestie Tip: Use on pre-lightened hair for true to tone results. Some shades can be used over natural hair for glazing effects.
    £7.39
    ex VAT
    • Super Clean Feel! Designed with a pH of 5.7 to help remove oil and dirt from the hair while minimizing color fade
    • Body & Texture; nobody likes flat hair! Lightweight leaving the hair with body and fullness
    • Formulated without sulfates, parabens and sodium chloride
    £8.99
    ex VAT
    • Formulated by Guy Tang
    • Specially formulated with Guy's favourite lavender fragrance
    • Available in a range of 10 vol to 40 vol
    • For use with #Mydentity hair colour
    £6.29
    ex VAT
  • Offer
    #mydentity Naked Glow 8 Demi-Permanent Hair Colour 58g
    4+1 FREE
    • For warmer end results, mix the Naked Glow Series with the Copper Red Copper and Rose Gold Series
    • Formulated by Guy Tang!
    • Pre-blended signature shades enable stylists to easily recreate the most demanding haircolor trends of the season
    • Break-through mirustyle x-hp™ delivers x-treme heat protection up to 450º to radically reduce the damaging effects of thermal styling
    £7.39
    ex VAT
  • Offer
    #mydentity Naked Glow 9 Permanent Hair Colour 58g
    4+1 FREE
    • I’m obsessed with mixing Naked Blush with Rose Gold, Dusty Lavender, and Silver Smoke for a variety of blushing naked tones
    • Formulated by Guy Tang!
    • Pre-blended signature shades enable stylists to easily recreate the most demanding haircolor trends of the season
    • Break-through mirustyle x-hp™ delivers x-treme heat protection up to 450º to radically reduce the damaging effects of thermal styling
    £7.39
    ex VAT
  • 4+1 FREE
    • How to keep our cool, #hairbestie! The Permanent Ash Series gives control over warmth while lifting.
    • Great for mixing into any of the #mydentity shades when a cool tone is desired.
    • #Hairbestie Tip: For maximum control with longevity, always apply the color to dry hair and allow the full processing time (30 minutes).
    £7.39
    ex VAT
  • 4+1 FREE
    • #Hairbesties, the CRC Series offers pure, fiery copper tones with extreme vibrancy!
    • Mix with the NI Series for warm, brown, copper-red tones, or with the GG Series for bright, warm copper tones.
    • #Hairbestie Tip: After lifting with Permanent CRC, you can glaze the hair with the corresponding Demi-Permanent CRC Shade to give an extra pop of color & shine!
    £7.39
    ex VAT
    • Extra Slippage #hairbesties, this conditioner gives so much slippage!
    • The thick consistency, provides moisture - reducing frizz, flyaways and softening the texture of the hair
    • This conditioner gives so much shine to the hair for increased color reflection due to its softening effect
    • Formulated without sulfates, parabens and sodium chloride
    £9.99
    ex VAT
  • 4+1 FREE
    • I am obsessed with the BB Series, #hairbesties! With the Permanent BB Shades, you get the coolest chocolate tones on lower levels and creamy mocha tones on lighter levels while lifting & depositing.
    • #Hairbestie Tip: To get the most natural result, mix 1-2 levels darker for your rootagé formula. This will help you achieve a subtle rooty feel.
    £7.39
    ex VAT