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  • Offer
    Limited Edition
    #mydentity Super Power Direct Dye Pink Diamond 85g
    5+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
  • 5+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
  • 5+1 FREE
    • #Hairbesties, Crystal Clear is my most versatile shade!
    • Mix into any of your #mydentity demi-permanent shades to soften or sheer out any color
    • Also adds shine when used alone with 1:2 mixing ratio.
    £7.39
    ex VAT
    • 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
  • 5+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
    • 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
    £19.99
    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
    • Available in 473mL and 1000mL
    • Specially formulated with my favorite lavender fragrance for all your #mydentity haircolor needs.
    £9.99
    ex VAT
  • New
    #mydentity Lightening & Toning Masterclass
    Dive into the brand and get inspired by the endless colour possibilities whilst mastering lightening & toning techniques

    Top Features
    • In-depth technical education on how and when to use each lightening product in the range
    • Understand how the underlying pigment dictates your colour choice and formula
    • Practical session with a training head covering 3 techniques
    • How to integrate Olaplex into all of your lightening services

    Key Learnings
    • Full understanding of the Mydentity lightening portfolio
    • Step-by-step Guy Tang Signature Lightening Techniques
    • Pre-toning
    • Insight into the X-Press toners, Naked, Naked2U & Shadow Ash Collections
    £80.00
    ex VAT
  • Offer
    #mydentity Permanent Hair Colour Shadow Ash 7 58g
    5+1 FREE
    • Intense, cool shades that fade on tone
    • Primary Tone: Grey, Secondary Tone: Gray-Blue
    • Highest concentration of smoky ash dye-load
    • Control to combat warm tones to lower levels to deliver a cool base
    • 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.
    £7.39
    ex VAT
  • Offer
    #mydentity Permanent Hair Colour Shadow Ash 9 58g
    5+1 FREE
    • Intense, cool shades that fade on tone
    • Primary Tone: Grey, Secondary Tone: Gray-Blue
    • Highest concentration of smoky ash dye-load
    • Control to combat warm tones to lower levels to deliver a cool base
    • 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.
    £7.39
    ex VAT
  • Offer
    #mydentity Permanent Hair Colour Shadow Ash 6 58g
    5+1 FREE
    • Intense, cool shades that fade on tone
    • Primary Tone: Grey, Secondary Tone: Gray-Blue
    • Highest concentration of smoky ash dye-load
    • Control to combat warm tones to lower levels to deliver a cool base
    • 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.
    £7.39
    ex VAT
  • Offer
    #mydentity Demi-Permanent Hair Colour Shadow Ash 9 58g
    5+1 FREE
    • Intense, cool shades that fade on tone
    • Primary Tone: Grey, Secondary Tone: Gray-Blue
    • Highest concentration of smoky ash dye-load
    • Control to combat warm tones to lower levels to deliver a cool base
    • 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.
    £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
    #mydentity Permanent Hair Colour Wicked Shadow 10 58g
    5+1 FREE
    • Intense, cool shades that fade on tone
    £7.39
    ex VAT
  • Offer
    #mydentity Permanent Hair Colour Shadow Ash 5 58g
    5+1 FREE
    • Intense, cool shades that fade on tone
    • Primary Tone: Grey, Secondary Tone: Gray-Blue
    • Highest concentration of smoky ash dye-load
    • Control to combat warm tones to lower levels to deliver a cool base
    • 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.
    £7.39
    ex VAT
  • Offer
    #mydentity Naked Blush 9 Demi-Permanent Hair Colour 58g
    5+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
    • 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
  • Offer
    #mydentity Demi-Permanent Hair Colour Wicked Shadow 7 58g
    5+1 FREE
    • Intense, cool shades that fade on tone
    • Primary Tone: Green, Secondary Tone: Gray
    • Neutralizes unwanted red/brassy tones
    • 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.
    £7.39
    ex VAT
  • Offer
    #mydentity Permanent Hair Colour Shadow Ash 10 58g
    5+1 FREE
    • Intense, cool shades that fade on tone
    • Primary Tone: Grey, Secondary Tone: Gray-Blue
    • Highest concentration of smoky ash dye-load
    • Control to combat warm tones to lower levels to deliver a cool base
    • 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.
    £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
  • Offer
    #mydentity Permanent Hair Colour Wicked Shadow 5 58g
    5+1 FREE
    • Intense, cool shades that fade on tone
    £7.39
    ex VAT
  • Offer
    #mydentity Permanent Hair Colour Wicked Shadow 8 58g
    5+1 FREE
    • Intense, cool shades that fade on tone
    £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 dimensionFor a bolder balayage, press harder for full penetration
    • Formulated with my favorite lavender fragrance
    £6.99
    ex VAT
  • Offer
    #mydentity Naked Glow 9 Demi-Permanent Hair Colour 58g
    5+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 8 Demi-Permanent Hair Colour 58g
    5+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 Blush 7 Demi-Permanent Hair Colour 58g
    5+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
    • Stroke it, #hairbestie! For up to 7 levels of lift in a single application
    • Rosé tinted powder #Extra
    • ElastiShell™ Technology allows for a flexible cast with minimal flaking for an even lift
    • Processes in 35-45 minutes (1:3)Remember #hairbestie, it all depends on their hair!
    • Formulated with my favourite lavender fragrance
    £21.99
    ex VAT
  • Offer
    #mydentity Naked Glow 7 Demi-Permanent Hair Colour 58g
    5+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
    5+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
  • Offer
    #mydentity Naked Glow 8 Permanent Hair Colour 58g
    5+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
  • Offer
    #mydentity Dual Booster Color Max Love 58g
    5+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
  • SAVE
    #mydentity Hairbestie Intro Kit Semi & Permanent Hair Colour Kit
    CLEARANCE
    • Exclusive #Hairbestie Kit!
    • Formulated by Guy Tang
    • Some of Guy’s favourite formulas from #Mydentity
    • Recreate the most demanding colour trends this season
    • Includes free Swatch-Ring
    £230.00
    ex VAT
    out of stock