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Our brands

Our product portfolio is made up of renowned, high-performance brands that will meet all your needs as a beauty professional.

Brand essence

#mydentity is a line of colouring products with ultra-trendy, dreamy colours that are an excellent addition to your current line. It was created to change the way you dye hair, to add more fun and excitement in the industry.

Why choose Mydentity

Thanks to pre-mixed shades, the looks are super easy and quick to create. Show off your creativity and easily recreate the hottest, most difficult trends! You don’t have to be an experienced colourist. 

Products

"I created #mydentity because I wanted to customize the colors we all dream about - the colors that are missing in today's hair coloring. I want to create a line that brings fun and excitement back to our industry. But most of all, I want to create a community that strengthens our #hairbestie family and allows us all to find our identity - because when you know who you are, you have the courage to do anything you dream of."

- Guy Tang

FAQ

How long does #mydentity color last?

"Like all color lines, a variety of factors contribute to color longevity including the type of colorant used, the specific application and process, the customer's hair type (porosity, level, care, etc.). For most people, tones last up to 50 shampoos in the case of #mydentity permanent colorant; up to 50 shampoos in the case of #mydentity semi-permanent colorant; and up to 25 shampoos for #mydentity direct colorants."