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#mydentity™ by Guy Tang

 

When social media superstar and hair activist Guy Tang created #mydentity™, his mission was to create a new line of professional hair colour that hadn't been seen in the industry before:

"I created #mydentity™ because I wanted to customize colours we all dream of – colours that are missing from today’s hair colour. I want to create a line that brings back the fun & excitement in our industry." 

And with this new line, he also created a community of liked minded hair stylists and fans:

"I found my identity (#mydentity™). It was to make a difference, change the world doing hair. But more than that it was to be a friend, a #Hairbestie, and inspire other stylists just like me to find their mydentity, because I had such a hard time finding mine."

Guy Tang's #mydentity™ line includes permanent hair colour, demi-permanent hair colour, toners, direct dyes, creme lighteners, powder lighteners and a range of developers. See more below.

 "#Hairbesties, together we will change the industry. Let’s evolve together."

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#mydentity shade chart

Mydentity Shade Chart 500px

Products in #MYDENTITY™

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

Brands available from Salon Success

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

0845 659 0011