• Mega Deal
    Exclusive
    £5.49
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    offers available
    <ul><li>Innovative high quality pigments provide excellent coverage</li><li>Rosemary oil aids optimum coverage, shine and condition</li><li>Nine essential herbs preserve hairs natural beauty and health</li><li>Range includes 75 shades and 4 developers</li><li>Up to 100% grey coverage</li></ul>
  • MEGA DEAL
    £8.55
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    offers available
    <ul><li>NEW Koleston Perfect Professional permanent colour</li><li>Unique technology for the ultimate salon experience - better colour, condition and ingredients</li><li>Even, pure colour results with natural depth and shine</li><li>Significantly reduces hair damage, colour after colour</li><li>Up to 100% grey coverage and up to 3 levels of lift</li></ul>
  • Offer
    Exclusive
    £3.49
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    offers available
    <ul><li>Oxycream for hair colouring and bleaching</li><li>Suitable for all tints and powder bleaches</li><li>Non-drip application</li><li>Available in a range of volumes</li></ul>
  • Mega Deal
    £8.35
    ex VAT
    offers available
    <ul><li>Rich, permanent hair colour</li><li>Provides perfect coverage of grey hair</li><li>Wide palette of rich tones and shades</li><li>Enriched with Ionéne G and Incell</li><li>Helps strengthen and reinforce the hair fibre</li></ul>
  • Mega Deal
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    £5.49
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    <ul><li>Professional demi-permanent hair colour</li><li>Provides extraordinary softness and brilliance to hair</li><li>Dual action colouring system - long lasting, rich, intense results</li><li>Shine polymers create smooth, even, reflective transparent film</li><li>Up to 50% grey coverage</li></ul>
  • Mega Deal
    £7.35
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    offers available
    <ul><li>Enriched with 3 protective & conditioning ingredients: glycerin, pro-vitamin B5, wheat protei.</li><li>Wide range of shades answers all colour wishes</li><li>Up to 100% grey coverage</li><li>Long-lasting colour results at optimal hair condition</li><li>Natural-looking colour result with intense shine</li></ul>
  • Offer
    New
    £9.50
    ex VAT
    offers available
    <ul><li>Suitable for all hair types – instantly tones and refreshes colour with zero lift and damage </li><li>Adds shine to hair that lasts six weeks </li><li>Ideal for express services – it develops in just 20 minutes! </li><li>Silicone, alcohol and ammonia-free formula that contains no animal derived ingredients </li></ul>
  • Mega Deal
    Exclusive
    £5.49
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    offers available
    <ul><li>Micro colour pigment for better penetration</li><li>Up to 100% grey coverage and long lasting colour</li><li>Gentle formula with plant extracts and vitamin C</li><li>65 Natural and Reflex shades and 4 developers</li><li>Improved shade performance within the super lightener range giving up to 4.5 levels of lift</li></ul>
  • Mega Deal
    Exclusive
    £6.75
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    offers available
    <ul><li>extensive permanent color range with 100% white coverage</li><li>Shade-specific gentle ammonia concentration</li><li>Selected color molecules & composition generate very brilliant color</li><li>Care agents regenerate hair and protect cuticle during coloration process</li><li>No irritation, no dropping, reduction of scalp coloring, optimum durability</li></ul>
  • Offer
    £7.10
    ex VAT
    offers available
    <ul><li>Goldwell Topchic Permanent Hair Colour</li><li>Protect while you dye</li><li>Maximum brilliance</li><li>In 6NN dark blonde extra colour</li></ul>
  • Offer
    £7.75
    ex VAT
    offers available
    <ul><li>More performance - up to 100% more shine with a new moisture protecting complex.</li><li>More convenience - the new liquid formula with 1:1 mixing ratio allows for easier formulation, faster mixing and more efficient application.</li><li>More versatility - the liquid demi that allows you to choose either a gel or a cream consistency. Experience the ease of use of a gel or the precision application only a cream can deliver.</li><li>Provides up to 40% less alkalising agents to ensure even colour results and to protect from hair breakage.</li></ul>
  • Offer
    £6.75
    ex VAT
    offers available
    <ul><li>Exceptional coverage and colour longevity</li><li>Lifting power, up to 3 levels</li><li>Low Ammonia percentage(max. 1% during application)</li><li>Total scalp care. No PPD, for an even less sensitizing formula</li><li>Unique and extraordinary hair condition and shine</li></ul>
  • Offer
    £27.99
    ex VAT
    offers available
    <ul><li>Tri-lightening technology</li><li>Effective anti-yellow molecules</li><li>Up to 7 levels of lift</li><li>Highly flexible</li><li>For Professional Use Only</li></ul>
  • Offer
    £8.85
    ex VAT
    offers available
    <ul><li>L'Oréal Professionnel INOA ODS2</li><li>Odourless, ammonia-free permanent hair colour</li><li>6/ deep cover dark blonde</li><li>Up to 100% grey/white coverage</li><li>Hair feels intensely nourished and hydrated with glossy shine</li></ul>
  • Offer
    £4.75
    ex VAT
    offers available
    <ul><li>100% Vegan Friendly & Cruelty Free</li><li>Ready to use - no peroxide required</li><li>Made in the UK</li><li>Lasts 8 - 12 washes</li><li>Conditioning Formula</li></ul>
  • Offer
    £10.09
    ex VAT
    BUY 6 GET 1 FREE
    <ul><li>Liquid, acidic demi-permanent toners with built-in bonder technology to tone and strengthen hair in 1 step</li><li> Helps repair and protect the most damaged strands following any lightening service </li><li> With Citric Acid and Taurine to help reduce damage and alkalinity for optimal colour results </li><li>Delivers incredible shine and condition with true-to-tone results</li><li>Perfect for sensitized to very sensitized hair</li></ul>
  • Offer
    £7.99
    ex VAT
    offers available
    <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
    £7.99
    ex VAT
    offers available
    <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>
  • Offer
    £7.99
    ex VAT
    offers available
    <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
    Limited Edition
    £7.99
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    offers available
    <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>
  • Mega Deal
    £8.35
    ex VAT
    offers available
    <ul><li>Long lasting durable permanent colour</li><li>Lifts up to 2-3 levels</li><li>Coverage of 70-100% white hair</li><li>Provides a cool colour and banishes brassy tones</li><li>Enriched with Ionene G and Incell, helps strengthen the feel of the hair</li></ul>
  • Offer
    £15.49
    ex VAT
    offers available
    <ul><li>Blondor Multi Blonde Powder Bleach from Wella Professionals</li><li>With Tri-Lightening Complex</li><li>Up to seven levels of lift</li><li>Non-yellowing, blue bleach formula</li></ul>
  • Offer
    £14.45
    ex VAT
    offers available
    <ul><li>Enriched with Pro-Keratin</li><li>Low odour technology</li><li>Perfect for global, enclosed highlights and freehand techniques</li><li>Suitable for all hair types</li><li>Can achieve classic highlights, a more natural balayage or all-over blonde</li></ul>
  • Mega Deal
    £9.10
    ex VAT
    offers available
    <ul><li>Rich, Permanent Hair Colour</li><li>Ultra-cool tones to luminous platinum blondes</li><li>Intense neutralising shades provide up to 4.5 levels of lift</li><li>Provides perfect coverage of grey hair</li><li>Enriched with Ionéne G and Incell to help strengthen and reinforce the hair fibre</li></ul>
  • Offer
    £9.75
    ex VAT
    offers available
    <ul><li>Formulated for maximum shine and condition on coloured hair</li><li>Creates glossy luminous looking reflects and vinyl shine</li><li>No Ammonia, acidic tone-on-tone colour</li><li>Low commitment colour</li><li>Natural-looking colour that gradually fades away</li></ul>
  • £9.40
    ex VAT
    <ul><li>Permanent, liquid color with mirror-like shine and A-List results.</li><li>Fade resistant, rich color with up to 100% gray coverage. </li><li>The alkaline, low ammonia formula respects hair integrity for glossy, healthy hair. </li><li>Up to 4 levels of lift. </li><li>Quick, easy mixing and application from a bottle or brush.</li></ul>
  • Offer
    £7.00
    ex VAT
    offers available
    <ul><li>Goldwell Colorance Tube</li><li>Semi-permanent hair colour</li><li>Lipid emulsive action</li><li>Repairs damaged hair</li><li>In 10P pastel pearl blonde colour</li></ul>
  • Offer
    £9.60
    ex VAT
    offers available
    <ul><li>Colour Fresh from Wella Professionals</li><li>Hydrating complex</li><li>Get fabulous shine</li><li>Semi-permanent hair colour</li><li>Light Pearl Ash Blonde 8/81</li></ul>
  • Offer
    £6.75
    ex VAT
    offers available
    <ul><li>The new Color Wear formula is vegan because it is free from animal-derived ingredients or those that are of animal origin. </li><li>You can mix COLOR WEAR with PIGMENTS, pure ultra-concentrated pigments, to create new and original shades.</li><li>Arginine is gentler on the hair fiber. Reduces damage to the hair. Maintains the tensile strength of the hair. Helps maintain the hair’s natural hydration</li><li>Color Wear can be mixed with OXID’O peroxides 5, 10 and 20 volumes depending upon the target result. </li><li>Free from MEA, Ammonia, PPD, Alcohol, Silicons</li></ul>
  • Mega Deal
    Exclusive
    £6.75
    ex VAT
    offers available
    <ul><li>compact range of 11 intense and light shades + 1 clear tone</li><li>all shades can be inter-mixed to create an infinity of colors</li><li>with acidic pH</li><li>care agents condition and moisturize the hair during coloration</li><li>high-performance direct acting color pigments guarantee brilliant color results</li></ul>
  • Offer
    New
    £9.75
    ex VAT
    offers available
    <ul><li>Creates a gel consistency designed for precise brush and bowl techniques such as root melts and balayages </li><li>Achieves a zero lift and zero damage true-to-tone demi-permanent colour when mixed with Shinefinity Tints </li><li>Gentle acidic formula contains pH buffer system to regulate the hair’s pH level during development </li><li>Silicone, alcohol and ammonia-free formula that contains no animal derived ingredients </li></ul>
  • Offer
    £9.70
    ex VAT
    offers available
    <ul><li>A complete semi-permanent expressive colour palette</li><li>12 specially crafted pure vibrant shades and 1 clear shade</li><li>Full intermixability, beautiful pastelisation and bespoke colouring results</li><li>Fading true-to-tone and lasting up to 20 washes</li><li>Use full head or partial application</li></ul>
  • Mega Deal
    Exclusive
    £5.49
    ex VAT
    offers available
    <ul><li>The XP100 Intense Radiance Mix shades are true multi-talents and can be used for a whole range of colour applications including: correcting, boosting & to create fashion shades.</li><li>Innovative high quality pigments</li><li>Rosemary oil aids optimum coverage, shine and condition</li><li>Nine essential herbs preserve hairs natural beauty and health</li></ul>
  • Offer
    £10.75
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>Available in 473mL and 1000mL</li><li>Specially formulated with my favorite lavender fragrance for all your #mydentity haircolor needs.</li></ul>
    out of stock
  • Offer
    Exclusive
    £8.09
    ex VAT
    offers available
    <ul><li>Tone-on-Tone colouring in gel cream with a neutral pH</li><li>Restores level and tone in cosmetically treated hair, increasing the duration and level of shine of the results</li><li>Fragrance Free, Paraben Free, Sles/Sls free, Silicone Free. Contains yoghurt extract</li><li>Up to 84% of ingredients from natural origins *</li><li>Contains Velian Complex</li></ul>
  • Offer
    £9.25
    ex VAT
    FREE WEEKEND & WASH BAG SET
    <ul><li>True Grey is an oxidative silver revitalising treatment to tone and treat naturally grey hair </li><li>Unique AquaTone technology with a neutral PH of 7 is as gentle on hair as pure water </li><li>No lift, just tone, pigments fade away naturally </li><li>Leaves hair feeling soft, full of shine and manageable</li><li>Suitable for different percentages of grey hair, from 50 to 100% grey </li></ul>