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<ul><li>100% vegan permanent hair colour cream that offers the perfect fusion of coverage, reliability and healthy-looking shine.</li><li>Pure XG Protection System with cottonseed oil and rice milk leaves hair shiny and healthy-looking.</li><li>DyeSmart® System ensures maximum colour penetration, greater longevity and brilliant vibrancy.</li><li>A matching demi-permanent cream colour, Crema XG®, is now available to seamlessly pair with Color XG® to refresh ends, lowlight, tone and more.</li><li>Vegan, paraben free, gluten free, nut free 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>100% vegan demi-permanent liquid colour for results that last up to 4-6 weeks</li><li>The no-ammonia, no-MEA, no-Lift formula won’t lighten the hair’s natural pigment</li><li>Easy-to-formulate, intermixable shades with a fast 5-20 minute processing time</li><li>Versatile formula for a range of fast and easy professional colour services, including toning, refreshing, colour correction, and grey blending</li><li>Neutral PH with plant-based lipids and oleic acid to nourish and condition</li></ul>

<ul><li>Maximum hold finishing spray</li><li>Provides powerful hold and memory</li><li>Leaves hair with a super shiny, reflective finish</li><li>Excellent for medium to coarse hair types</li><li>Paraben free, gluten free, Vegan, colour safe formula</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>Maximum hold finishing spray</li><li>Provides powerful hold and memory</li><li>Leaves hair with a super shiny, reflective finish</li><li>Excellent for medium to coarse hair types</li><li>Paraben free, gluten free, Vegan, colour safe formula</li></ul>

<ul><li>Deep cleansing shampoo</li><li>Deeply cleanses oily hair and scalp</li><li>Helps minimize oil production</li><li>Leaves hair fresh, shiny and full of body</li><li>Colour safe formula</li></ul>

<ul><li>Smoothes, conditions and seals strands, leaving hair silky, shiny and frizz-free in any weather </li><li>Lightweight silicones smooth, condition and seal hair with added shine</li><li>Speeds up drying so you get silky-smooth results in less time</li><li>Highly concentrated</li><li>Paraben free, gluten free, Vegan, colour safe formula</li></ul>

<ul><li>Thermal Protection hairspray</li><li>Protects fragile strands from damage caused by heat styling</li><li>Builds lightweight barrier between hair and styling tools</li><li>Boosts hair's strength, fights frizz and provides flexible hold</li><li>Adds great memory</li></ul>

<ul><li>Dedicated grey coverage series for 100% durable coverage on grey, white and resistant hair.</li><li>100% vegan formulas deliver gorgeous, natural looking results.</li><li>Opaque, highly pigmented shades that fade on tone.</li><li>Pure XG Protection System with cottonseed oil and rice milk leaves hair shiny and healthy-looking DyeSmart® System ensures maximum colour penetration, greater longevity and brilliant vibrancy.</li></ul>

<ul><li>Conditioning sculpting foam</li><li>Enhances texture with long-lasting memory</li><li>Controls frizz, adds shine and balances moisture</li><li>Creates gorgeous, crunch-free, defined curls</li><li>Smoothes the surface of the hair</li></ul>

<ul><li>Smoothes, conditions and seals strands, leaving hair silky, shiny and frizz-free in any weather </li><li>Lightweight silicones smooth, condition and seal hair with added shine</li><li>Speeds up drying so you get silky-smooth results in less time</li><li>Highly concentrated</li><li>Paraben free, gluten free, Vegan, colour safe formula</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>Gentle cleansing shampoo</li><li>Improves manageability and adds deep shine</li><li>Improve the surface texture and manageability</li><li>Great choice for colour-treated hair</li><li>Perfect for daily use</li></ul>

<ul><li>Intermixable with Color XG®, Crema XG® and Paul Mitchell® lighteners.</li><li>Ultra-rich consistency.</li><li>Perfect texture for ease of application.</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>Special ingredients and tea tree oil rid hair of impurities</li><li>Invigorates the scalp and leaves hair smelling great</li><li>The refreshing tingle wakes up weary 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>Conditioning sculpting foam</li><li>Enhances texture with long-lasting memory</li><li>Controls frizz, adds shine and balances moisture</li><li>Creates gorgeous, crunch-free, defined curls</li><li>Smoothes the surface of the hair</li></ul>

<ul><li>Deep cleansing shampoo</li><li>Removes chlorine, iron, minerals and impurities</li><li>Removes dulling build-up from hair</li><li>Strengthens strands and minimizes future build-up</li><li>Helps prevent swimmers "chlorine green"</li></ul>

<ul><li>Flexible texture wax spray</li><li>Creates bendable texture</li><li>Creates a satin finish and adds pliability</li><li>Easy to apply to all hair types and lengths</li><li>Light aerosol mist is non-oily to create pliable texture</li></ul>

<ul><li>Thickening foam for extra body, fullness and control</li><li>Creates lightweight body and volume for fine hair</li><li>Leaves hair manageable and shiny</li><li>Adds flexible control and locks in moisture</li><li>Prevents dryness and amplifies shine</li></ul>

<ul><li>Gentle cleansing shampoo</li><li>Improves manageability and adds deep shine</li><li>Improve the surface texture and manageability</li><li>Great choice for colour-treated hair</li><li>Perfect for daily use</li></ul>

<ul><li>Super rich conditioner ideal for medium to coarse hair</li><li>Provides instant conditioning, detangling and shine</li><li>Smoothes, softens and prevents moisture loss</li><li>Guards vulnerable strands from sun damage </li><li>Paraben free, gluten free, Vegan, colour safe formula</li></ul>

</li><li>Thoroughly cleanses any hair type, including colour-treated hair</li><li>Helps balance moisture and add volume</li><li>Hawaiian awapuhi helps prevent moisture loss while special conditioners improve hair texture</li><li>Multitasks as a luxurious body wash</li><li>Paraben free, gluten free, Vegan, colour safe formula </li></ul>

<ul><li>Root lifting spray</li><li>Gives fine hair a boost of volume at the roots</li><li>Adds maximum volume and fullness</li><li>Protects fragile strands</li><li>Precision sprayer delivers extra oomph</li></ul>

<ul><li>Gently cleanses colour-treated hair</li><li>Moisturises, strengthens and boosts shine</li><li>Sunflower extract provides intense UV protection</li><li>Conditioning agents hydrate and add shine</li><li>Paraben fee, vegan formula</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>Super rich conditioner ideal for medium to coarse hair</li><li>Provides instant conditioning, detangling and shine</li><li>Smoothes, softens and prevents moisture loss</li><li>Guards vulnerable strands from sun damage </li><li>Paraben free, gluten free, Vegan, colour safe formula</li></ul>

<ul><li>Quick drying styling glaze</li><li>Provides flexible control and long-lasting memory</li><li>Adds body and maximises shine</li><li>Dries fast and seals moisture</li><li>Ideal for all hair types</li></ul>

<ul><li>Maximum hold finishing spray</li><li>Provides powerful hold and memory</li><li>Leaves hair with a super shiny, reflective finish</li><li>Excellent for medium to coarse hair types</li><li>Paraben free, gluten free, Vegan, colour safe formula</li></ul>

<ul><li>Ideal for any hair colour</li><li>This conditioning, colour-depositing treatment enhances vibrancy between salon visits</li><li>Infused with antioxidant-rich pomegranate extract to help prevent colour fade from environmental exposure and free radical damage</li><li>Borage oil helps soften and nourish every strand</li><li>Vegan, Cruelty Free, Sulfate Free & Paraben Free</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>