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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>#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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OfferExclusive€ 52,05ex VATBUY 1 GET 1 HALF PRICE<ul><li>Lifts up to 8 levels in a single application </li><li>Dust-free, violet powder </li><li>Delivers superior conditioning during the lifting process.</li><li>Ideal when fast-acting lift is desired </li><li>Unique consistency offers fluid spread-ability </li></ul>
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Offer€ 11,80ex VATBUY 2 GET 2 FREE<ul><li>A revolutionary leave-in cream to help repair, strengthen and protect hair</li><li>Keraboost technology helps to repair the hair’s structure, improving manageability while reducing the appearance of split ends </li><li>Provides potection against thermal heat </li><li>Delivers volume and body, while controlling frizz and adding shine </li><li>Vegan friendly, formulated without Parabens & SLES/SLS</li></ul>
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OfferExclusive€ 13,39ex VATBUY 1 GET 1 HALF PRICE<ul><li>Deposits pigment onto the hair while conditioning - the longer the conditioner is left on, the more intense and pigmented the hair will be </li><li>Can be used for 1-5 minutes to refresh or tone the hair </li><li>Can be used for 10 minutes on pre-lightened hair for an intense colour deposit </li><li>Infused with sunflower seed oil, argan oil, and meadowfoam seed oil for enhanced softness and shine</li><li>Colour lasts up to 25 washes</li></ul>
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Offer€ 10,05ex VATBUY 2 GET 2 FREE<ul><li>A gentle, reparative cleansing treatment to remove pollutants, build up and impurities </li><li>Takes hair back to its natural PH; a perfect pre and post cleanser for all technical treatments </li><li>Suitable for colour treated and natural hair </li><li>Promotes healthy hair, creating body, shine and lustre </li><li>Vegan friendly and formulated without Parabens & SLES/SLS </li></ul>
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Offer€ 11,21ex VATBUY 2 GET 2 FREE<ul><li>A softening, reparative conditioner that prevents breakage, reduces split ends and locks in colour </li><li>Takes hair back to its natural PH, restores moisture and detangles </li><li>With nourishing shea butter, fruit acids and calendula oil </li><li>Promotes healthy hair, creating body, shine and lustre </li><li>Vegan friendly and formulated without Parabens & SLES/SLS </li></ul>
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OfferExclusive€ 25,49ex VATBUY 2 GET FREE MYDENTITY SUPER POWER DYE<ul><li>A conditioning direct dye remover that undresses the hair in as little as 5 minutes </li><li>Gentle, ammonia-free formula </li><li>Contains a unique blend of moisturising agents</li><li>Adds moisture and shine to processed hair</li><li>Powered by persulfates instead of ammonia, for an equally powerful result in a gentle formula </li></ul>
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Offer€ 36,80ex VATBUY 2 GET 2 FREE<ul><li>A revolutionary protection and reconstruction system that works to rebuild the internal and external hair shaft </li><li>Reconstructs disulfide bonds and repairs the capillary structure from damage </li><li>Restores moisture and rebalances PH levels </li><li>Prevents breakage caused by colour and chemical services</li><li>Vegan friendly, formulated without Parabens & SLES/SLS </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>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€ 10,05ex VATBUY 2 GET 2 FREE<ul><li>Ideal for brightening and neutralising unwanted warmth in orange, red and yellow toned hair </li><li>Suitable for all hair types and textures including highlighted and full-head blonde, bleached, grey and white hair </li><li>Natural PH </li><li>Gentle formula, dermatologically tested and certified </li><li>Vegan friendly, formulated without Parabens & SLES/SLS </li></ul>
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Offer€ 11,80ex VATBUY 2 GET 2 FREE<ul><li>A breakthrough in colour protection and colour longevity, Stop & Lock stops the effects of oxidation, eliminates excess hydrogen peroxide and locks in colour for longer-lasting results and supreme condition </li><li>Prevents damage caused by over processing and bleaching </li><li>Closes the cuticle layer to lock in colour while preventing breakage, split ends and frizz</li><li>Vegan friendly, formulated without Parabens & SLES/SLS</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>