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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>Next Generation Professional Atmos ultra lightweight dryer</li><li>100,000 RPM brushless DC motor for ultra-fast drying with significantly less noise</li><li>Less than one-quarter of the weight of a typical professional AC motor </li><li>Atmos Plus conditioning system to help combat frizz for sleek and shiny hair </li><li>Hassle-free magnetic attachments: includes 2 x magnetic concentrators and 1 x magnetic deep bowl professional diffuser, larger than the previous Atmos Atom model </li><li>Easy to use digital controls: 3 heat settings, 3 speed settings & cold shot </li><li>Atmos Micro Filter: ultra fine 2-stage air filtration removes impuritiesNext Generation Atmos Easy Clean Micro Filter</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>Universal styler for all hair types and styles, including straight styles, curls, kicks and waves</li><li>Ceramic plates infused with Macadmia, Argan Oil & Keratin</li><li>Digital heat control with variable settings: 110 C-235 C</li><li>1 hour auto-shut off</li><li>3m Heat Proof Cord</li></ul>

<ul><li>2200W (110 C) Professional ionic AC hairdryer</li><li>AC Long Life Motor</li><li>110m3/h Airflow</li><li>4 heat & 2 speed setting with true cold shot</li><li>3m salon length swivel cord</li><li>Weight: 580g</li></ul>

<ul><li>Next Generation Atmos compact hair dryer</li><li>100,000 RPM brushless DC motor for ultra-fast drying with significantly less noise</li><li>Less than one-quarter of the weight of a typical professional AC motor</li><li>Atmos Plus conditioning system to help combat frizz for sleek and shiny hair </li><li>Hassle-free magnetic attachments: includes 2 x magnetic concentrators and 1 x magnetic deep bowl professional diffuser, larger than the previous Atmos Dry model </li><li>Easy to use digital controls: 3 heat settings, 3 speed settings & cold shot </li><li>Next Generation Atmos Easy Clean Micro Filter</li></ul>

<ul><li>2200W (110 C) Professional ionic AC hairdryer</li><li>AC Long Life Motor</li><li>110m3/h Airflow</li><li>4 heat & 2 speed setting with true cold shot</li><li>3m salon length swivel cord</li><li>Weight: 580g</li></ul>

<ul><li>Macadamia, Argan Oil & Keratin infused ceramic barrel</li><li>Digital Variable Heat</li><li>Ultra even heat system</li><li>1 hour auto shut-off</li><li>3m Salon Length Cord</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>Perfect for straightening long, frizzy hair and creating voluminous, bouncy curls</li><li>Macadamia, Argan Oil & Keratin infused ceramic plates for a superior finish</li><li>Digital variable heat control from 110 C to 230 C</li><li>Auto shut-off feature</li><li>3m salon length heat proof swivel cord</li></ul>

<ul><li>Macadamia, Argan Oil & Keratin infused ceramic barrel for an ultra-shiny, smooth finish</li><li>Perfect for creating movement, extra volume and root lift</li><li>Fast heat up to 180 C; ready to style in seconds</li><li>Ionic conditioning for a glossy, frizz-free finish</li><li>3m salon length heat resistent swivel cable</li></ul>

<ul><li>Atmos Brushless DC Motor Dries and Styles in one product</li><li>Atmos conditioning system</li><li>9 attachments: 2 x Auto Aircurl wands for easy curls and waves, 1 x SalonAir high pressure drying & styling nozzle, 2 x OneShot dry Volume & Straight brushes for all hair lengths, 2 x Conical styling wands for drop curls, 1 x High-flow bristle brush and 1 SalonAir Diffuser for volume & definition</li><li>3 heat and 3 speed digital controls</li><li>Atmos Micro Filter</li></ul>

<ul><li>A breakthrough concept in curling technology, the Diva Air Curl combines heat and wave fixing technology for quick, long-lasting curls across all hair types </li><li>Black matte angled housing with a MAK-infused 25mm ceramic barrel plus cool tip </li><li>Cold Air Fix distributes cool air over and around the barrel to lock in the longevity of the curl</li><li>Touch activated digital variable, instant ultra-even heat from 80°c - 210°c</li><li>Salon length 3m cable with UK/EU plug plus 60 minute auto shut-off </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>Ceramic bristles infused with Macadmia, Argan Oil and Keratin</li><li>1 hour auto-shut off</li><li>UK/EU Plug</li><li>80 C-210 C Temperature Range</li><li>3m salon swivel cord</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>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>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>Exceptionally light and compact with a foldable handle, ideal for travel </li><li>Dual Voltage with a UK/EU converter plug for worldwide use </li><li>1 heat & 2 speed settings </li><li>2M cable </li><li>Matte black housing </li></ul>

<ul><li>2200W (110 C) Heating element with a high precision thermostat</li><li>AC Long Life Motor</li><li>125m3/h Airflow</li><li>4 heat & 2 speed settings with true cold shot</li><li>3m soft, flexible power cord</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>Super charged power in a super-lightweight, micro-sized dryer </li><li>Black matte housing</li><li>2000W high torque DC motor</li><li>Lightweight - 407g</li><li>3 heat & 2 speed settings</li></ul>

<ul><li>Macadamia, Argan Oil & Keratin infused ceramic barrel for an ultra-shiny, smooth finish</li><li>Perfect for creating movement, extra volume and root lift</li><li>Fast heat up to 180 C; ready to style in seconds</li><li>Ionic conditioning for a glossy, frizz-free finish</li><li>3m salon length heat resistent swivel cable</li></ul>

<ul><li>2200W (110 C) Heating element with a high precision thermostat</li><li>AC Long Life Motor</li><li>125m3/h Airflow</li><li>4 heat & 2 speed settings with true cold shot</li><li>3m soft, flexible power cord</li></ul>

<ul><li>2200W (110 C) Professional ionic AC hairdryer</li><li>AC Long Life Motor</li><li>110m3/h Airflow</li><li>4 heat & 2 speed setting include true cold shot</li><li>3m salon length swivel cord</li><li>Weight: 580g</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>2200W (110 C) Professional ionic AC hairdryer</li><li>AC Long Life Motor</li><li>110m3/h Airflow</li><li>4 heat & 2 speed setting with true cold shot</li><li>3m salon length swivel cord</li><li>Weight: 580g</li></ul>

<ul><li>Macadamia, Argan Oil & Keratin infused ceramic barrel for an ultra-shiny, smooth finish</li><li>Digital heat control with variable settings: 110 C to 210 C</li><li>Ultra even heat system with instant heat - ready to style in seconds</li><li>1 hour auto shut-off</li><li>3m salon length heat resistent swivel cable</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>Fits most dryer to boost volume & waves</li><li>Deeper bowl designed for maximum hair capture</li><li>Unique flexible plastic grip locks to the dryer</li><li>Soft rubber tips for use close to the scalp</li><li>Gently produces full volume & lift</li></ul>

<ul><li>Black matte housing with Gold dust Ceramic + MAK-infused plates</li><li>Five digital, ultra-even variable heat settings from 120°c - 210°c</li><li>4 x variable wave depths, from shallow to deep waves</li><li>100% recycled and 100% recyclable Eco Felt Storage Bag</li><li>100% recycled and 100% recyclable packaging</li></ul>

<ul><li>2200W (112 C) Heating element with a high precision thermostat</li><li>AC Long Life Motor: 1000+ hours</li><li>110m3/h Airflow</li><li>4 heat & 2 speed settings with true cold shot</li><li>3m soft, flexible power cord</li></ul>

<ul><li>Rounded housing with floating Gold dust Ceramic + MAK-infused plates</li><li>Touch control panel</li><li>Series 7 Heat Boost technology: digital LED Ultra even variable heat system; 90°c to 230°c</li><li>100% recycled and 100% recyclable Eco Felt Storage Bag</li><li>100% recycled and 100% recyclable packaging</li></ul>