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<ul><li> Blended with Bond-Protecting Concentrate to help protect the inner hair structure, colour after colour* </li><li> Formulated to deliver full-bodied, tone-on-tone, blended colour with no ammonia that lasts up to 20 shampoos </li><li> Pre-blended with background and reflect to ensure all underlying pigments and warmth are neutralized </li><li> Pre-Paired with Matrix SoColor Pre-Bonded Permanent Colour range </li><li> Each tube of Matrix SoColor Sync is 90ml meaning on average, there are 2 applications per tube </li><li> Up to 20 minute processing time</li></ul>

<ul><li> Blended with Bond-Protecting Concentrate to help protect the inner hair structure, colour after colour </li><li> Pre-blended with background and reflect to ensure all underlying pigments and warmth are neutralized </li><li> Pre-Paired with Matrix SoColor Sync tone-on-tone range for seamless results from root to tip, that lasts and fades on tone </li><li> Each tube of Matrix SoColor is 90ml meaning on average, there are 2 applications in every tube </li><li> 35-45 minute processing time</li></ul>

<ul><li> Blended with Bond-Protecting Concentrate to help protect the inner hair structure, colour after colour </li><li>Provides full coverage on hair that is more than 50% grey </li><li>Pre-blended with background and reflect to ensure all underlying pigments and warmth are neutralized </li><li> Pre-Paired with Matrix SoColor Sync tone-on-tone range for seamless results from root to tip, that lasts and fades on tone </li><li> Each tube of Matrix SoColor is 90ml meaning on average, there are 2 applications in every tube </li><li> 45 minute processing time</li></ul>

<ul><li>A soft white gel nail polish that's irresistibly sweet.</li><li>offering up to three weeks of color, wear and shine.</li><li> No chips, no problems.</li><li>Soak-off removal.</li><li>Fully cures in 30 seconds </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, 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>For use with Matrix SoColor hair colour </li><li>Up to 2 levels of lift </li><li>Recommended for use with the SoColor Extra Coverage Range </li><li>Rich, creamy consistency ensures gentle and controlled lightening action </li><li>Fully stabilised and buffered formula for consistent, uniform colour results </li></ul>

<ul><li>Pre-cured gel technology delivers up to 11 days of gel-like wear and shine</li><li>Easily unlocks with acetone for speedy, damage-free removal. No soak-off required</li><li>Pro-wide nail polish brush hugs nails for smooth, even coverage sans streaking or bubbling</li><li>Vegan formula with no animal derived ingredients or by-products</li><li>No lamp curing needed</li></ul>

<ul><li>Pre-Bonded gel toner for ultimate post-lightening control</li><li>Colour represents the dominant colour of the shade family for ultimate predictability</li><li>Multi-dimensional gel toner with long-lasting results</li><li>Ammonia-free</li><li>Smooth gel formula for easy application on all hair types</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>A soft white gel nail polish that's irresistibly sweet.</li><li>offering up to three weeks of color, wear and shine.</li><li> No chips, no problems.</li><li>Soak-off removal.</li><li>Fully cures in 30 seconds </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> Blended with Bond-Protecting Concentrate to help protect the inner hair structure, colour after colour </li><li> The SoColor Reflect Collection is a permanent hair colour that is pure tone with no base </li><li> Pre-Paired with Matrix SoColor Sync tone-on-tone range for seamless results from root to tip, that lasts and fades on tone </li><li> Each tube of Matrix SoColor is 90ml meaning on average, there are 2 applications in every tube </li><li> 35-45 minute processing time</li></ul>

<ul><li>Plant-based, vegan nail lacquer with up to 75% natural origin ingredients </li><li>Up to 7 days wear with a high-shine finish</li><li>Highly pigmented shades inspired by nature </li><li>Removes like OPI Nail Lacquer</li></ul>

<ul><li>Professional quality nail lacquer</li><li>Chip resistant, high gloss and long-lasting</li><li>Easy to apply</li><li>DBP, and Formaldehyde free</li><ul>

<ul><li> Blended with Bond-Protecting Concentrate to help protect the inner hair structure, colour after colour* </li><li> Perfect for colour correction, colour refresh and pre-toning hair, with just a 2-5 minute processing time </li><li> Pre-blended with background and reflect to ensure all underlying pigments and warmth are neutralized </li><li> Pre-Paired with Matrix SoColor Pre-Bonded Permanent Colour range </li><li> Each tube of Matrix SoColor Sync is 90ml meaning on average, there are 2 applications per tube</li></ul>

<ul><li>Conditions for instant silkiness</li><li>Helps strengthen hair </li><li>Helps seal hair from damage</li><li>Provides moisture </li><li>Increases manageability</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>Powerful, high speed lightener that delivers up to 8 Levels of Lift</li><li>Contains Panthenol to help moisture retention </li><li>Gentle on the hair fibres</li><li>Eliminates warm, yellow undertones</li><li>Leaves a clear, sparkling, ultra-light finish</li></ul>

<ul><li>Patented Ulti-Plex Technology™ provides 99% nail keratin repair* to repair nails from within</li><li>94% protection of keratin protein from damage*</li><li>4x stronger nails in 6 days*</li><li>Perfect for use under all manicure services</li><li>Vegan, 9-free formulation</li></ul>

<ul><li>Iconic OPI colours and shades</li><li>Fast polish-on application</li><li>Lightning speed cure under LED light</li><li>Up to 2 weeks of glossy wear</li><li>Intense shine</li><li>100% colour gel formula - wears like gel but looks like lacquer</li></ul>

<ul><li>Sophisticated, dramatic collection.</li><li>12 empowering new shades and 3 limited edition colours</li><li>Lightning speed cure under LED light</li><li>Up to 2 weeks of glossy wear</li><li>Intense shine</li><li>100% colour gel formula - wears like gel but looks like lacquer</li></ul>

<ul><li>Five finger curing</li><li>Cures both UV builder/hard gels and UK or LED compatible soak-off gels</li><li>Digital timer display</li><li>Two timer settings: 30 seconds and 60 seconds </li></ul>

<ul><li>Infused with Avocado Oil & Hyaluronic Acid</li><li>Providing 7x** more moisture for up to 72 hours***</li><li>For all dry hair</li><li>Vegan formula with no animal derived ingredients</li><li>Bottle is made from at least 95% recycled plastic, except from the cap</li></ul>

<ul><li>Infused with Avocado Oil & Hyaluronic Acid</li><li>Suitable for all hair types, especially dry hair</li><li>Vegan formula with no animal derived ingredients</li><li>Providing 7x** more moisture for up to 72 hours***</li><li>Bottle is made from at least 95% recycled plastic, except from the cap</li></ul>

<ul><li> Blended with Bond-Protecting Concentrate to help protect the inner hair structure, colour after colour </li><li> Ideal for levels 5-8 </li><li> Pre-Paired with Matrix SoColor Sync tone-on-tone range for seamless results from root to tip, that lasts and fades on tone </li><li> Each tube of Matrix SoColor is 90ml meaning on average, there are 2 applications in every tube </li><li> 50 minute processing time</li></ul>

<ul><li>Natural nail strengthener</li><li>Nails are 95% stronger in 1 week*</li><li>Adds lasting shine, strength and care to nails</li><li>Made with Tri-Flex TechnologyTM</li><li>For harder, longer, stronger, natural nails</li><li>Available in a range of natural shades</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>Up to 3 weeks of shine-intense wear and stay-true colour</li><li>Soak-off removal</li><li>Fully cures in 30 seconds under OPI star light gel lamp, so your nails are 100% dry and smudge-proof immediately after gel manicure service</li><li>Quick service time</li><li>Lightweight feel on fingers</li></ul>

<ul><li>Up to 3 weeks of shine-intense wear and stay-true colour</li><li>Soak-off removal</li><li>Fully cures in 30 seconds under OPI Star Light Gel Lamp, so your nails are 100% dry and smudge-proof immediately after gel manicure service</li><li>Quick service time and lightweight feel on fingers</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>Available in 473mL and 1000mL</li><li>Specially formulated with my favorite lavender fragrance for all your #mydentity haircolor needs.</li></ul>

<ul><li>Nail lacquer top coat</li><li>Helps prevent smudges while drying</li><li>Dries to high-gloss, protective shine</li><li>Non-yellowing formula</li><li>Helps protect nails for longer</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>Professional quality nail lacquer</li><li>Chip resistant, high gloss and long-lasting</li><li>Easy to apply</li><li>DBP, and Formaldehyde free</li><ul>

<ul><li>Up to 8 levels of lift achievable </li><li>Powerful, high speed lightener with no bonding additive needed</li><li>Dehydrated Citric Acid for added bond protection</li><li>Versatile and adjustable for every lightening technique</li><li>Eliminates warm, yellow undertones to reveal clear, sparkling, ultra-light tones</li></ul>