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New Arrivals
Click & Collect
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Offer€ 12,15ex VAToffers 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>
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OfferExclusive€ 12,15ex VAT4+1 FREE | 8+3 FREE<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>Pre-blended shades to easily recreate the most demanding hair colour trends</li><li>Keratin and argan seed oil blend to improve the overall integrity of the hair</li></ul>
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OfferExclusive€ 12,15ex VAT4+1 FREE | 8+3 FREE<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>
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OfferExclusive€ 12,15ex VAT4+1 FREE | 8+3 FREE<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>
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Exclusive€ 23,59ex VAT<ul><li>Versatile formula for precise and global application techniques</li><li>Delivers superior conditioning during the lifting process</li><li>Protective crème base soothes the scalp and reduces sensitivity</li><li>Moisturising agents for optimal protection during and after the lifting process</li><li>Formulated by Guy Tang</li></ul>
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OfferExclusive€ 12,15ex VAT4+1 FREE | 8+3 FREE<ul><li>Intense, cool shades that fade on tone</li><li>Primary Tone: Grey, Secondary Tone: Gray-Blue</li><li>Highest concentration of smoky ash dye-load</li><li>Control to combat warm tones to lower levels to deliver a cool base</li><li>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. </li></ul>
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OfferExclusive€ 12,15ex VAT4+1 FREE | 8+3 FREE<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>
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OfferExclusive€ 12,15ex VAT4+1 FREE | 8+3 FREE<ul><li>Intense, cool shades that fade on tone</li><li>Primary Tone: Grey, Secondary Tone: Gray-Blue</li><li>Highest concentration of smoky ash dye-load</li><li>Control to combat warm tones to lower levels to deliver a cool base</li><li>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. </li></ul>
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OfferExclusive€ 12,15ex VAT4+1 FREE | 8+3 FREE<ul><li>Intense, cool shades that fade on tone</li><li>Primary Tone: Green, Secondary Tone: Gray</li><li>Neutralizes unwanted red/brassy tones</li><li>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.</li></ul>
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OfferExclusive€ 12,15ex VAT4+1 FREE | 8+3 FREE<ul><li>Intense, cool shades that fade on tone</li><li>Primary Tone: Grey, Secondary Tone: Gray-Blue</li><li>Highest concentration of smoky ash dye-load</li><li>Control to combat warm tones to lower levels to deliver a cool base</li><li>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. </li></ul>
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OfferExclusive€ 12,15ex VAT4+1 FREE | 8+3 FREE<ul><li>For warmer end results, mix the Naked Glow Series with the Copper Red Copper and Rose Gold Series</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>
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Offer€ 5,95ex VATBUY 2 GET 2 FREE<ul><li>KeraCare Protein Styling Gel</li><li>Leave hair looking shiny and healthy</li><li>Prepare hair for styling</li><li>Supports curly or wavy hair</li><li>Dries to high sheen</li></ul>
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Offer€ 4,95ex VATBUY 2 GET 2 FREE<ul><li>KeraCare Detangling Shampoo</li><li>Avoid knots and breakage</li><li>Rich and potent lather</li><li>Easily workable through the hair</li><li>Removes excess oils</li></ul>
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Offer€ 6,95ex VATBUY 2 GET 2 FREE<ul><li>KeraCare Essential Oils for the Hair</li><li>Moisturises and protects</li><li>Perfect for preparing for heat treatments</li><li>Prevents breakage</li><li>Usable on all hair types</li></ul>
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Offer€ 8,15ex VATBUY 2 GET 2 FREE<ul><li>KeraCare Leave-In Conditioner</li><li>Protection from ultraviolet damage</li><li>Leaves hair smooth</li><li>Get more manageable hair</li><li>No heavy oils</li></ul>
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Offer€ 11,40ex VATBUY 2 GET 2 FREE<ul><li>KeraCare Silken Seal Liquid Sheen</li><li>Thermal protection</li><li>Reduce ultraviolet damage</li><li>Revitalise hair</li><li>Seal hair's cuticles</li></ul>
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Offer€ 9,00ex VATBUY 2 GET 2 FREE<ul><li>KeraCare Edge Tamer</li><li>Keep in charge of course hair</li><li>Soften edges</li><li>Make soft hair more vibrant</li><li>Get a silky smooth finish</li></ul>