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<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>

<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>

<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>

<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>

<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>

<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>

<ul><li>Designed to bring out the best results</li><li>Shapes hair for the perfect finished look</li><li>Non-tangling double return bristles</li><li>Will not split or break the hair</li></ul>

<ul><li>Designed to bring out the best results</li><li>Shapes hair for the perfect finished look</li><li>Non-tangling double return bristles</li><li>Will not split or break the hair</li></ul>

<ul><li>Designed to bring out the best results</li><li>Shapes hair for the perfect finished look</li><li>Non-tangling double return bristles</li><li>Will not split or break the hair</li></ul>

<ul><li>6V developer to be used in conjunction with #Mydentity Demi-Permanent shades</li><li>Specially formulated with my favourite lavender fragrance for all your #mydentity hair colour needs</li></ul>

<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>

<ul><li>Available in 473mL and 1000mL</li><li>Specially formulated with my favorite lavender fragrance for all your #mydentity haircolor needs.</li></ul>

<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>

<ul><li>Lift and tone in one step </li><li>Provides up to 6 levels of lift while depositing an even iridescent blonde reflection </li><li>Achieve a vibrant blonde in half the time </li><li>Maintains brightness in the hair </li><li>Delivers a reflective cool blonde tone in one simple step </li></ul>

<ul><li>Removes left over color in under 30 minutes</li><li>Contains Kaolin Clay the earths natural cleanser</li><li>Vegan Friendly</li><li>Cruelty Free</li><li>Gentle Removal</li></ul>

<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>

<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>

<ul><li>Helps prevent damage from combing and heat styling </li><li>Increases combability by up to 70%, making it easy to detangle the hair</li><li>Increases shine </li><li>Provides heat protection up to 450 degrees </li><li>Lightweight leave-in conditioner ideal for all hair types</li></ul>

<ul><li>Designed to bring out the best results</li><li>Shapes hair for the perfect finished look</li><li>Non tangling double-return bristles</li><li>Will not split or break the hair</li></ul>

<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>

<ul><li>#Hairbesties, introducing #MyHero Collagen Powder Protective Booster, a revolutionary powder additive that can be used with any lightener and/or color formula to shield the hair against damage during a lightener/color service. </li><li>Protects & reinforces by creating a protective coating around the hair structure to prevent damage before it starts</li><li>Collagen & Amino Acids deliver conditioning properties for added protection </li><li>Succinic Acids forms bridges between broken Keratin chains to further strengthen hair while processing</li><li>No compromise to color/lightening results and no added processing time</li></ul>

<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>

<ul><li>Super Clean Feel! Designed with a pH of 5.7 to help remove oil and dirt from the hair while minimizing color fade</li><li>Body & Texture; nobody likes flat hair! Lightweight leaving the hair with body and fullness</li><li>Formulated without sulfates, parabens and sodium chloride</li></ul>

<ul><li>Extra Slippage #hairbesties, this conditioner gives so much slippage!</li><li>The thick consistency, provides moisture - reducing frizz, flyaways and softening the texture of the hair</li><li>This conditioner gives so much shine to the hair for increased color reflection due to its softening effect</li><li>Formulated without sulfates, parabens and sodium chloride</li></ul>

<ul><li>Crazy Color Neutral Mix</li><li>Combine with Crazy Colour dyes</li><li>Creates softer pastel hues</li><li>For the precise look you want</li></ul>

<ul><li>Helps preserve the vibrancy of Crazy Color</li><li>Protects against colour fade whilst giving hair intense colour brilliance</li><li>Pink Shampoo can be used across any of the pink Crazy Color shades</li><li>Salt and sulphate free formula</li><li>Available in 4 vibrant shades</li></ul>

<ul><li>Bleaching Kit from Crazy Color</li><li>Pre-lighten hair ready for colouring</li><li>Lifts 6+ levels</li><li>Gives a pale blonde base</li><li>For maximum vibrancy</li></ul>

<ul><li>#MyHero 4 Step Intense Restorative System works to repair and rejuvenate hair from the inside out </li><li>Powered by X-Tech, 10 Keratin and Amino Acids to help to rebuild the hair’s inner matrix and replenish lost amino acids </li><li>Hair is rejuvenated to fuller, healthier looking state</li><li>Ideal for chemically treated and/or stressed virgin hair</li></ul>

<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>

<ul><li>Extra Slippage #hairbesties, this conditioner gives so much slippage!</li><li>The thick consistency, provides moisture - reducing frizz, flyaways and softening the texture of the hair</li><li>This conditioner gives so much shine to the hair for increased color reflection due to its softening effect</li><li>Formulated without sulfates, parabens and sodium chloride</li></ul>

<ul><li>Range of high lift demi-permanent liquid toners and oil booster</li><li>Ideal for creating subtle highlights on levels 5-9</li><li>Lifts evenly through colour providing up to 6 levels of lift</li><li>Each toner deposits a unique iridescent blonde reflection without over processing</li><li>Ideal for precision highlighting, babylights or foil applications</li></ul>

<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>

<ul><li>100% static free to eliminate fly away hair</li><li>Non-slip, molded grip for maximum control</li><li>Perfectly sized and balanced</li></ul>

<ul><li>Adds a subtle, dimensional Rose Gold shimmer without affecting hair colour</li><li>Detangles and smooths</li><li>Light mist absorbs easily into the hair</li><li>Ideal for all hair types and colours </li><li>Heat protection up to 232°C</li></ul>

<ul><li>Large brush for easily blending and feathering colour </li><li>Ideal for balayage </li></ul>

<ul><li>Fights hair colour fade for up to 10 extra washes </li><li>Ultra low PH seals the hair cuticle to lock in colour</li><li>No salt or sulphate</li><li>Soya bean oil enhances shine</li><li>100% vegan and cruelty free</li></ul>