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<ul><li> Extensive permanent hair colour range with 100% grey & white coverage </li><li> Powered by Triple Color Technology™ with high performance pigments for bold, long-lasting colour and even coverage </li><li> Panthenol and Plant Protein conditioning agents regenerate the hair and protect the cuticle during colouration </li><li> Shade specific, low ammonia and alkali concentrations </li><li> PPD free, cruelty-free, vegan-friendly formula </li></ul>

<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>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>#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>Formulated by Guy Tang</li><li>Keratin and argan seed oil blend to improve the overall integrity of the hair</li></ul>

<ul><li>Compact range of 11 intense and light shades and 1 clear tone</li><li>All shades can be intermixed to create an infinity of vibrant colours or pastel shades</li><li>Care agents condition and moisturise the hair during coloration</li><li>High-performance direct acting colour pigments guarantee brilliant colour results </li><li>ICEA vegan certified</li></ul>

<ul><li>Dustfree, light blue powder</li><li>Easy to mix to a smooth, creamy consistency</li><li>up to 7 levels of lift, minimal swelling</li><li>Gentle to hair & scalp thanks to natural plant proteins, oils and a low ammonium concentrate</li><li>Ideal for on scalp service, foiling and freehand techniques</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>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>100% vegan detangling conditioner</li><li>Detangles hair and replenishes moisture</li><li>Argan oil and phyto-keratin strengthens hair and replenishes moisture</li><li>Bottles are made from sustainable packaging</li></ul>

<ul><li>100% vegan shampoo</li><li>Repairs damage caused by heat styling and chemical treatments</li><li>Argan oil and phyto-keratin strengthen hair and replenish moisture</li><li>Bottles are made from sustainable packaging</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>Intensifies, corrects, neutralizes a hair color (dye formula with optimal pH).</li><li>Nourishes the hair (with vegetable butters, plant ester, passionflower oil).</li><li>Protects the hair color and adds shine (anti-fading complex with Panthenol).</li><li>non-oxidative</li><li>available in 10 shades</li></ul>

<ul><li>100% vegan conditioner</li><li>Detangles and revitalises colour treated hair</li><li>Argan oil and mahogany extract maintain colour’s shine</li><li>Bottles are made from sustainable packaging</li></ul>

<ul><li>Creates natural-looking curls full of vitality and bounce</li><li>Protects and strengthens the hair internally during the perm treatment</li><li>Makes the hair soft, light and manageable with advanced anti-static effect</li><li>Suitable for all hair types and lengths </li><li>Contains everything needed for 1 individual perm service</li></ul>

<ul><li> 100% vegan shampoo</li><li>Protects colour treated hair against fading and dullness</li><li>Argan oil and mahogany extract maintain colour’s shine</li><li>Bottles are made from sustainable packaging</li></ul>

<ul><li>Creates natural-looking curls full of vitality and bounce</li><li>Protects and strengthens the hair internally during the perm treatment</li><li>Makes the hair soft, light and manageable with advanced anti-static effect</li><li>Suitable for all hair types and lengths </li><li>Contains everything needed for 1 individual perm service</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>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>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>100% vegan shampoo</li><li>Argan oil and aloe vera restores pH balance in the hair and scalp</li><li>Treats scalp irritation</li><li>Bottles are made from sustainable packaging</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>100% vegan shampoo</li><li>Reduces frizz and static in dry hair</li><li>Argan oil and crambe abissinica oil restore hair’s moisture</li><li>Bottles are made from sustainable packaging</li></ul>

<ul><li>Perfect match for the Wunderbar Permanent Hair Color Cream range </li><li>Ensures brilliant and long-lasting results </li><li>Ensures optimal hair condition</li></ul>

<ul><li>Quick-drying spray with strong hold</li><li>Instantly sets hairstyles without leaving residue</li><li>48h-Fix Complex features memory resins that allow restyling</li><li>Protective UV filter is safe on colour treated hair</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% vegan conditioner</li><li>Detangles hair while reducing frizz and static</li><li>Argan oil and crambe abissinica oil restore hair’s moisture</li><li>Bottles are made from sustainable packaging</li></ul>

<ul><li>100% vegan shampoo</li><li>High performing violet pigments neutralise yellows in blonde and bleached hair</li><li>Argan oil and mahogany extract maintain blonde hair’s shine</li><li>Bottles are made from sustainable packaging</li></ul>

<ul><li> 100% vegan shampoo</li><li>Protects colour treated hair against fading and dullness</li><li>Argan oil and mahogany extract maintain colour’s shine</li><li>Bottles are made from sustainable packaging</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>100% vegan conditioner</li><li>Detangles and moisturises dry hair and scalps</li><li>Argan oil and aloe vera restores pH balance in the hair and scalp</li><li>Bottles are made from sustainable packaging</li></ul>

<ul><li>100% vegan shampoo</li><li>Argan oil and aloe vera restores pH balance in the hair and scalp</li><li>Treats scalp irritation</li><li>Bottles are made from sustainable packaging</li></ul>

<ul><li>Softens, moisturizes and strengthens dry, frizzy hair</li><li>Fusion of Argan and Crambe Abissinica Oil quickly absorbs without weighing the hair down</li><li>Smoothes hair and preserves moisture while reducing friction and static electricity</li><li>Revitalizing Tri-Complex protects the hair and helps to preserve the colour from external influences, ensuring a long-lasting result</li><li>100% vegan - recyclable packaging</li></ul>

<ul><li>Perfect match for the Wunderbar Permanent Hair Color Cream range </li><li>Ensures brilliant and long-lasting results </li><li>Ensures optimal hair condition</li></ul>