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  • BULK DEAL 50+ -40% | 100+ -50%
    FREE DEVELOPER
    FREE SHADE CHART
    • Enriched with 3 protective & conditioning ingredients: glycerin, pro-vitamin B5, wheat protein.
    • Ultra-radiant highlights of extraordinary intensity & brilliance
    • Intense highlift without prior bleaching (lifting up to 4.5 levels)
    • Long-lasting colour results at optimal hair condition
    £6.79
    ex VAT
  • FREE Speaker
    Buy 5 Get 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.
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  • Offer
    Limited Edition
    FREE Speaker
    Buy 5 Get 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.
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  • FREE Speaker
    Buy 5 Get 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.
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    out of stock
  • FREE Speaker
    Buy 8 Get FREE Shampoo
    • NEW Koleston Perfect Professional permanent colour
    • Unique technology for the ultimate salon experience - better colour, condition and ingredients
    • Even, pure colour results with natural depth and shine
    • Significantly reduces hair damage, colour after colour
    • Up to 100% grey coverage and up to 3 levels of lift
    £7.99
    ex VAT
  • FREE Speaker
    Buy 5 Get 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
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  • Bulk Deal
    Exclusive
    BULK DEAL 50+ -40% | 100+ -50%
    FREE Speaker
    Buy 6 Get FREE Developer
    • Micro colour pigment for better penetration
    • Up to 100% grey coverage and long lasting colour
    • Gentle formula with plant extracts and vitamin C
    • 65 Natural and Reflex shades and 4 developers
    • Improved shade performance within the super lightener range giving up to 4.5 levels of lift
    £4.99
    ex VAT