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KEY BENEFITS & FEATURES

Heat Protection Up to 232ºC

#Hairbesties, our clients complain about fashion colors not lasting all the time. And, remember my YouTube video about one of the main reasons – thermal styling! That’s why it was so important for me to include a special ingredient to protect the beautiful colors you create!

Hair Color with 2x the Shine

#Hairbesties, who wants dull hair??! Please, we want it to shine like Mariah!! That’s why I added VibraRiche™* technology - sounds fancy, huh? But it gives 2x the shine!!!

Exclusive Keratin & Argan Seed Oil Blend

#Hairbesties, it’s a process to achieve fashion colors, we have to pre-lighten — often to a pale level 10. Let’s face it, our client’s hair goes through a lot! That’s why I incorporated an exclusive Keratin & Argan Seed Oil Blend in our Direct Dyes – to ensure your client’s hair is protected & conditioned. YASSS #Hairbesties! I can’t wait to see what you think of our Vibrant Pastels!

My Favorite Lavender Fragrance

#Hairbesties, we want our clients to experience more than just another haircolor service.That’s why I added my favorite Lavender Fragrance! You guys, it smells so good. I can’t wait to see what you think!

Style Like Me

#Hairbesties, you can now style like me and tame those antennas gurl! That's why I created my new wet line so everyone can take me home.

#mydentity shade chart

Mydentity Shade Chart 500px

#MYDENTITY™ COLOUR

NEW #Stroke7 Rose Balayage Lightener

 

  • A rosè tinted powder that provides up to 7 levels of lift in a single application
  • ElastiShell™ Technology allows for a flexible cast with minimal flaking for an even lift
  • Processes in 35-45 minutes (1:3)
  • Formulated with Guy Tang's favorite lavender fragrance

NEW #Stroke7 Thicc Activator

 

  • Designed for #Stroke7 to create a unique, creamy consistency
  • When mixed with #Stroke7, the product rests on top of each painted section for added natural dimension. For a bolder balayage, press harder for full penetration
  • Formulated with Guy Tang's favorite lavender fragrance

NEW #Naked2U Collection

 

7 new Naked Shades

Naked Glow

  • 2 permanent and 3 demi-permanent shades
  • Ideal balance of cool and warm tones
  • The primary tone is cool gold and the secondary tone is blush beige
  • Great for lowlighting to create the most natural, flesh-like glow

Naked Blush

  • 2 demi-permanent shades
  • Use alone for soft yet impactful blush rosè tones
  • The primary tone is rosè and the secondary tone is beige
  • Can be applied to levels 7-9 and still achieve a rich, blush end result

Permanent Hair Colour

 

All Permanent hair colour crèmes feature break-through Miru-Style X-HP™ delivering x-treme heat protection – up to 232°C – to radically reduce the damaging effects of thermal styling & advanced VibraRiche™ technology for hair colour with 2x the shine.

#mydentity Permanent Haircolor also provides:

  • Full gray coverage
  • Long lasting results – up to 50 shampoos
  • Pre-blended shades for independent use or inter-mixability allow you to re-create the most demanded haircolor trends
  • 32 shades available

Demi Permanent Hair Colour

 

All Demi-Permanent haircolor crèmes feature break-through Miru-Style X-HP™ delivering x-treme heat protection – up to 232°C – to radically reduce the damaging effects of thermal styling & advanced VibraRiche™ technology for hair colour with 2x the shine.

Demi-Permanent color crèmes are formulated without ammonia and are truly acid-based (average pH of 6.9).

  • Beautifully closes the cuticle
  • Creates amazing shine – #Hairbesties, THAT SHINE THO!
  • Naturally glazes the hair to glass-like finishes
  • Blends gray beautifully away

Demi Permanent X-PRESS Toners

 

The #mydentity™ Demi-Permanent X-PRESS Toners are great for quick toning or pre-toning to increase the longevity of any delicate shade (like Rose Gold) in just 5 minutes.

Available in the following shades:

  • NEW Eclipse - For a smokey ash or gunmetal cast on levels 6-7
  • New Sand Storm - For a cool, sand tone for natural or neutral end results on levels 8-10 
  • Titanium (Primary tone: Silver; secondary tone: Iridescent Violet)
  • Misty Mauve (Primary tone: Gray; secondary tone: Violet-Red)
  • Pearl (Primary tone: Gray; secondary tone: Violet)
  • Blush (Primary tone: Beige; secondary tone: Rose)
  • Golden Sand (Primary tone: Gold; secondary tone: Gold)

Super Power™ Direct Dyes

Semi-permanent hair colour

 

Super Power™ Direct Dyes last up to 50 shampoos and are available in the following shades:

  • Blue Mystique™ - creates a deep royal tone with sapphire reflections
  • Crimson Spell™ - delivers a rich seductive red with ruby reflections
  • Magenta Magic™ - provides shocking romantic pink tones
  • Purple Raven™ - creates a cool indigo tone
  • Green Aurora™ - delivers a rich emerald tone
  • Phoenix Fire™ - delivers a fiery flame red tone
  • Lightning Bolt™ - gives electric vibrancy to the hair when used alone or mixed with other Super Power shades

Super Power™ Pastel Direct Dyes

Semi-permanent hair colour

 

Super Power™ Pastel Direct Dyes have a Keratin & Argan Seed Oil Blend to improve the integrity of the hair while providing maximum color retention and vibrancy.

Super Power™ Pastel Direct Dyes last up to 25 shampoos and are available in the following shades:

  • Mint of Steel - creates soft, mint tones
  • Lavender Lust - creates a cool, soft lavender tone
  • Pink Diamond - creates a vibrant, yet soft pink tone
  • Cosmic Coral™ - is a more pigmented Naked tone with a sherbet reflection
  • Sheer Power™ - Mix it with any Super Power™ Direct Dye shade to soften or sheer out the color.

Dual Boosters COLOR MAX

 

You can use Dual Booster COLOR MAX in two ways - for direct application or to customize, boost, correct or neutralize any of your #mydentity formulations.

Available in the following shades:

  • Aqua Blue - great for concealing excess warmth when mixing into your color formulation when battling brass.
  • Love - great for amplifying your Rose Gold tones or adding pink tones into any #mydentity formula.

#Big9 Crème Lightener

 

  • Lifts up to 9 levels in a single application – NO HEAT REQUIRED
  • Versatile formula for precise and global application techniques
  • Delivers superior conditioning during the lifting process
  • Protective crème base soothes the scalp & reduces sensitivity
  • Moisturizing agents for optimal protection during & after the lifting process

#Magnum8 Powder Lightener

 

  • Lifts up to 8 levels in a single application 
  • Dust-free, violet powder 
  • Superior conditioning during the lifting process 

Developers

 

All Developers were specially formulated with Guy Tang's favourite fragrance - lavender

  • Demi-permanent 6V developer - for deposit only
  • Permanent 10V developer - Deposit or up to 1 level of life
  • Permanent 20V developer - 1-2 levels of lift
  • Permanent 30V developer - Up to 3 levels of lift
  • Permanent 40V developer - Up to 4 levels of lift

Available in 473ml and 1000ml

For more information or to place an order call our friendly Club Services Team on

0845 659 0011