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  • 6+ FREE DEVELOPER
    • 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
    • Formulated by Guy Tang
    • Keratin and argan seed oil blend to improve the overall integrity of the hair
    £7.39
    ex VAT
  • 6+ FREE DEVELOPER
    • 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
    • Formulated by Guy Tang
    • Keratin and argan seed oil blend to improve the overall integrity of the hair
    £7.39
    ex VAT
  • Offer
    #mydentity Demi-Permanent Developer 6 Vol 473ml
    6+ FREE DEVELOPER
    • 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
  • 6+ FREE DEVELOPER
    • 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
  • 6+ FREE DEVELOPER
    • 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
    • Available in 473mL and 1000mL
    • Specially formulated with my favorite lavender fragrance for all your #mydentity haircolor needs.
    £9.99
    ex VAT
  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Magenta Magic 85g
    6+ FREE DEVELOPER
    • #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
  • 6+ FREE DEVELOPER
    • 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
  • New
    #mydentity Magnum8 Powder Lightener 799g
    • 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
    • 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
  • 6+ FREE DEVELOPER
    • 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
  • 6+ FREE DEVELOPER
    • 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
  • 6+ FREE DEVELOPER
    • 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
    • Formulated by Guy Tang
    • Keratin and argan seed oil blend to improve the overall integrity of the hair
    £7.39
    ex VAT
    • Available in 473mL and 1000mL
    • Specially formulated with my favorite lavender fragrance for all your #mydentity haircolor needs.
    £9.99
    ex VAT
  • 6+ FREE DEVELOPER
    • 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
  • 6+ FREE DEVELOPER
    • 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 Phoenix Fire 85g
    6+ FREE DEVELOPER
    • #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 Lavender Lust 85g
    6+ FREE DEVELOPER
    • #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
  • 6+ FREE DEVELOPER
    • 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
  • 6+ FREE DEVELOPER
    • 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
    • Available in 473mL and 1000mL
    • Specially formulated with my favorite lavender fragrance for all your #mydentity haircolor needs.
    £9.99
    ex VAT
  • 6+ FREE DEVELOPER
    • 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
  • 6+ FREE DEVELOPER
    • 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
    • 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
    £18.99
    ex VAT
  • 6+ FREE DEVELOPER
    • 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
    • Formulated by Guy Tang
    • Keratin and argan seed oil blend to improve the overall integrity of the hair
    £7.39
    ex VAT
  • 6+ FREE DEVELOPER
    • #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
    • 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
  • 6+ FREE DEVELOPER
    • OMG #Hairbesties!! I love a cool, gold tone! This Ice Gold Series offers a hybrid tonality that gives an iridescent, cool reflection to a soft, gold tonality.
    • Great for toning blondes and low-lighting.
    £7.39
    ex VAT
  • 6+ FREE DEVELOPER
    • OMG #Hairbesties!! I love a cool, gold tone!
    • This Ice Gold Series offers a hybrid tonality that gives an iridescent, cool reflection to a soft, gold tonality.
    • Great for toning blondes and low-lighting.
    • #Hairbestie Tip: When creating a lived-in look use the Demi-Permanent 9IG on the base and add Crystal Clear to your formula for the mid-lengths through the ends. This creates a seamless, ombre feel.
    £7.39
    ex VAT
  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Green Aurora 85g
    6+ FREE DEVELOPER
    • #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
  • 6+ FREE DEVELOPER
    • 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
  • 6+ FREE DEVELOPER
    • 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
    • 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
  • 6+ FREE DEVELOPER
    • I love the Midnight Rose Series to create a rich, deep cool-red color! It is also great for intermixing with Dusty Lavender or Rose colors for a different creative direction in tonality. I can't wait to see what you create!
    • #Hairbestie Tip: I love to mix a few grams of Midnight Blue into the Midnight Rose shades -- this gives you unique Midnight Violet tones.
    £7.39
    ex VAT
  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Sheer Power 85g
    6+ FREE DEVELOPER
    • #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
    • Designed for #Stroke7 to create a unique, creamy consistency
    • Spread it, #Hairbestie! Effortless spreadability for a flawless blend
    • When mixed with #Stroke7, the product rests on top of each painted section for added natural dimension. For a bolder balayage, press harder for full penetration
    • Formulated with my favorite lavender fragrance
    £6.99
    ex VAT