EDUCATION MANUAL Table of Contents

1. #Hairbestie Haircolor Theory ...... 3-10 a. Haircolor Fundamentals ...... 4-5 b. The Law of Color...... 6 c. The Color Wheel ...... 7-9 d. The #mydentity Level System ...... 10

2. This is #mydentity ...... 11-17 a. Portfolio Overview ...... 12 b. Why #mydentity ...... 13 c. Shades & Tones ...... 14-15 d. Swatch-Chart ...... 16-17

3. Formulating with #mydentity ...... 18-27 a. Mixing + Usage (by Category) ...... i. Permanent Haircolor ...... 20 ii. Developers ...... 21 iii. Steps to Formulation...... 22-23 iv. Demi-Permanent Haircolor...... 24 v. Demi-Permanent X-PRESS Toner ...... 25 vi. Dual Booster COLOR MAX...... 26 vii. Direct Dye VIBRANT PASTEL ...... 27

4. Lightening with #mydentity ...... 28-31 a. Lightening with #mydentity...... 28-29 b. #Big9 & #Magnum8 ...... 30 i. Features & Benefits...... ii. Mixing & Timing ...... c. Pre-Lightening is Key ...... 31

5. Advanced Formulation ...... 32-37 a. #Hairbestie Formulation Tips + My Favorite Formulations...... 34-35 b. Formulating for Gray Coverage...... 36 c. Vibrant Reds & Gray Coverage ...... 37

6. FAQ ...... 38 7. Glossary ...... 39 8. #mydentity Head Sheets...... 40-43

2 Hairbestie Haircolor# Theory

3 #Hairbestie Haircolor Theory Haircolor Fundamentals #Hairbesties, knowing Haircolor Fundamentals is the starting point to being successful using #mydentity. Let’s get started!

4 Haircolor Categories

Temporary Semi-Perm Demi-Perm Permanent Haircolor Haircolor Haircolor Haircolor

Coats cuticle & Penetrates cuticle & Fully Coats Color penetrates outer layer slightly penetrates the penetrates cuticle layer Penetration of cortex cortex the cortex

Mixed with 10 Volume Mixed with low (3%), 20 Volume (6%), Not mixed with Not mixed with Oxidative volume Developer 30 Volume (9%) and/or Developer Developer Agent (e.g. 6V) 40 Volume (12%) Developer

Chemical Does not alter Does not alter Permanently alters Deposit only Change to natural pigment natural pigment natural pigments the Hair

Gray Vibrant, stand-out Full gray Blending Spontaneous color that fades coverage Color Uses change gradually and washes Can lighten the hair Refresh to original tone

4 Notes:

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5 Notes: The Law of Color #Hairbesties, haircolor follows the Law of Color, a system of understanding ______relationships between color. ______The Law of Color is something that never changes. #Hairbesties, mastering this will ______give you the artistic freedom to create brilliant, unique haircolor individualized for every client. The most important concept from the Law of Color that we can apply ______to haircoloring is that cool tones neutralize warm tones and warm tones neutralize cool tones. It’s easy to identify warm and cool colors if you understand the Law of ______Color. ______

______Primary Colors Independent colors, which cannot be achieved by mixing other colors. ______These three colors make up all other colors (Blue, Red and Yellow)

______Primary Color Tone ______Blue Cool ______Red Warm Yellow Warm ______

______Secondary Colors ______A mix of two Primary Colors in equal proportions creates a Secondary Color.

______Secondary Color Primary + Primary Tone ______Green Blue + Yellow Coolest Secondary Color Violet Red + Blue Cool Secondary Color ______Orange Yellow + Red Warm Secondary Color ______

______Tertiary Colors ______A mix of a Primary Color and Secondary Color in equal proportions creates a Tertiary Color. ______

______Tertiary Color Primary + Secondary Tone Yellow-Green Yellow + Green Cool ______Blue-Green Blue + Green Cool ______Blue-Violet Blue + Violet Cool Red-Violet Red + Violet Cool ______Red-Orange Red + Orange Warm ______Yellow-Orange Yellow + Orange Warm

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6 The Color Wheel Notes: #Hairbesties, the Universal Law of Color tells us that every color you can ______imagine are created by mixing the 3 Primary Colors: Blue, Red, Yellow. ______Using the Color Wheel #Hairbesties, by mixing all primary colors together, you create ______different variations of brown. ______• To enhance or create a new color, work around the Color Wheel ______• To neutralize or “cancel out” a color, use its direct opposite on the Color Wheel. This will create a neutral, dark gray or brown color. ______A basic rule of haircolor is that cool tones neutralize warms tones and vice versa, warm tones neutralize cool tones. For example, blue neutralizes orange tones. ______This occurs by combining a primary blue and opposing secondary orange, which is composed of two Primaries (Red + Yellow). In doing so, you are mixing all 3 primaries ______together – creating your neutral form of dark gray or brown. ______

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______T ______T P ______S ______T S ______

P ______P T ______S ______T T ______

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P = Primary S = Secondary T = Tertiary ______

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7 The #mydentity Color Wheel Demi-Permanent DEMI-PERMANENT

BLUSH

9BB

9RG

7BB 7CRC 6RR GOLDEN SAND 6MR 6CRC 7RG

MISTY MAUVE 5BB

10DL 6DL 8DL

PEARL

T 8SS 6SS

Gold

TITANIUM 3MB Ice 8NI 1MB ce old 10NI 10SS 1A 1

6NI 2 3 10A 4 3A 5 6 5NI 7 6A 8 9 10

Notes:

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8 The #mydentity Color Wheel PERMANENT Permanent

9AR

7CRC 10RG 8BB 6RR 6CRC

6MR 7GG 5MR

3MV

10DL 8DL

10A 8A Gold

Ice ce 1MB old

10SP 8SP DARK SHADOWS DARK 1 2 1NI 10NI 9NI 6NI 3 8NI 7NI 4 3NI 6AA 5 4NI 6 5NI 7 5AA 8 9 10

Notes:

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9 Notes: The #mydentity Level System #Hairbesties, the #mydentity Level System denotes the degree of dark to light. ______Level 1 being the darkest form of brown, which we call black, and Level 10 being ______the lightest form of brown, which we call Ultra Light Blonde. ______

______10 – Ultra Light Blonde ______

______9 – Light Blonde

______8 – Blonde ______

______7 – Medium Blonde ______

______6 – Dark Blonde ______

______5 – Light Brown

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______4 – Medium Brown

______3 – Dark Brown ______

______1 – Black ______

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10 This is #mydentity 11 My Story: Growing up, I struggled every day with my because I had such a hard time finding mine. I identity. I didn’t know who I was, what I wanted created #mydentity because I wanted to customize to do in life, or what my purpose was. It wasn’t colors we all dream of – colors that are missing from until hair – that I found my purpose, my direction today’s haircolor. I want to create a line that brings – and it truly saved my life. I found my identity back the fun & excitement in our industry. But most (#mydentity). It was to make a difference, change of all, I want to create a community that empowers the world doing hair. But more than that, it was our #hairbestie family and enables all of us to find our to be a friend, a #hairbestie, and inspire other #mydentity – because when you know who you are, stylists just like me to find their #mydentity, you have the courage to do anything you dream of.

Category Description # Shades #mydentity Permanent Haircolor Pre-blended Shades | Full Coverage 32 #mydentity Demi-Permanent Haircolor Pre-blended Shades | True Acidic-Based 39 #mydentity Demi-Permanent X-PRESS Toner 5 Minute Toners 5 #mydentity Direct Dye VIBRANT PASTEL Pigment-Empowered Pastels 5 #mydentity Dual Booster COLOR MAX Impact Color Effects 4 #mydentity #Big9 Crème Lightener On/Off-Scalp Lightening 1 #mydentity #Magnum8 Powder Lightener Dust-Free | On/Off-Scalp Lightening 1 #mydentity Developers Range of 6V-40V 5

#Hairbesties, in the following sections, I’m sharing techniques, and all my secret formula tips in everything you need to know to be successful with between. I can’t wait to see what you create using #mydentity – from technical education, to signature #mydentity!

12 This is #mydentity

I created #mydentity because I wanted to customize of all, I want to create a community that empowers colors we all dream of — colors that are missing from our #hairbestie family, and enables all of us to find our today’s haircolor. I want to create a line that brings #mydentity — because when you know who you are, back the fun & excitement in our industry. But most you have the courage to do anything you dream of.

Customized Colors Heat Protection We All Dream Of up to 450˚F What inspired me to create #Hairbesties, our clients complain my signature collection? My about fashion colors not lasting #hairbesties! This collection all the time. And, remember my features an assortment of pre-blended, completely YouTube video about one of the main reasons – customized color designed with ultimate creativity thermal styling! That’s why it was so important for in mind! I wanted to create shades that, not only, me to include a special ingredient to protect the enable you to easily recreate the hottest haircolor beautiful colors you create! #Hairbesties, my secret trends of the season, but also, natural, wearable, ingredient is Miru-Style X-HP™*. I’m so excited salon-sellable looks. I can’t wait to see what you about this – it will protect your clients’ hair from any create using #mydentity! type of thermal styling – even up to 450˚F!! *versus other major professional haircolor brands; Exclusive Keratin from Croda International Plc & Argan Seed Oil Blend Haircolor with #Hairbesties, it’s a process 2x the Shine to achieve fashion colors, Please, we want it to shine like we have to pre-lighten — often to a pale level Mariah!! That’s why I added 10. Let’s face it, our client’s hair goes through VibraRiche™* technology - sounds a lot! That’s why I incorporated an exclusive fancy, huh? But it gives 2x the shine!!! Keratin & Argan Seed Oil Blend in our Direct *versus other major professional haircolor brands; Dyes – to ensure your client’s hair is protected from Croda International Plc & 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!

13 Shades & Tones

Secondary Shade Family Features Primary Tone Tone

Offers maximum gray coverage with a cool, natural result. The Natural Ice NI Series gives balanced control and is great for intermixing Brown Blue-Violet NI with other #mydentity shades when a natural result is desired.

How to keep our cool, #hairbestie! The Permanent Ash Series Ash gives control over warmth while lifting. They are also great for Gray Violet-Blue A mixing into any of the #mydentity shades when a cool tone is desired.

Ash Ash When lifting the natural level 2-3 levels lighter, the double Ash Gray Gray-Blue AA Series gives you the most control for the coolest result possible!

I am obsessed with the BB Series, #hairbesties! With the Brown Permanent BB Shades, you get the coolest chocolate tones on Gray-Red- Beige Beige lower levels and creamy mocha tones on lighter levels while Violet BB lifting & depositing.

OMG #Hairbesties!! I love a cool, gold tone! This Ice Gold Ice Gold Series offers a hybrid tonality that gives an iridescent, cool Iridescent Gold IG reflection to a soft, gold tonality. Great for toning blondes and Violet low-lighting.

Gold Ice is perfect when a warm tone with a soft, iridescent cast Gold Ice Iridescent is desired. Turn to the GI Series for subtle warmth combined Gold GI Violet with unique control.

Gold Gold #Hairbesties, when we need that gold, we turn to the GG Gold Gold GG Series!

Copper Red The CRC Series offers pure, fiery copper tones with extreme Red- Copper vibrancy! Mix with the NI Series for warm, brown, copper-red Copper Copper CRC tones, or with the GG Series for bright, warm copper tones.

The RR Series gives the purist form of ruby tones. I love mixing Rose Red it with the CRC Series to create different variations of fiery Red Red RR tones! You can also mix with the BB or NI Series’ to create more natural, chocolate cherry colors.

Notes:

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14 Shades & Tones

Secondary Shade Family Features Primary Tone Tone

I love the Midnight Rose Series to create a rich, deep cool-red Midnight Rose color! It is also great for intermixing with Dusty Lavender or Red Violet MR Rose colors for a different creative direction in tonality. I can’t wait to see what you create!

This is the deepest, richest cool-violet tone and is great for mixing Midnight Violet with the Dusty Lavender series to get variation in smoky, violet Violet Blue MV tones. The MV Series can also be mixed with Midnight Rose to achieve a cooler end result. Create the blue-black color you dream of! The MB Series can also Midnight Blue be intermixed with any of the Silver Smoke or Dusty Lavender Blue Black MB shades for endless color combinations. I can’t wait to see what you create! Dusty Lavender is beautiful alone but can also be mixed with the Dusty Rose Gold series for cool, lilac tones or with the Silver Smoke Violet Gray Lavender DL series for unique smoky, pearl tones.

Get the Rose Gold color of your dreams! These shades can be Rose Gold Red- mixed with the Dusty Lavender series to get many different rose Beige-Gray RG Violet reflections.

Amber Rose is perfect for when you want to lift that natural level Amber Rose Red- 8-9 to a warm rose blonde or use on pre-lifted hair to achieve a Gold AR Violet cool, animated rose result.

Silver Pearl is great when lifting dark hair to a smoky icy caramel Silver Pearl color when highlighting. Can be used on pre-lightened hair for icy Gray Blue-Violet SP pearl/silver results.

Achieve the silver hair of your dreams! You can also use Silver Smoke to control warmth on natural hair when you desire Silver Smoke maximum control of any brass. Offers a subtle iridescent violet to Gray Gray-Violet SS control yellow in the hair without the fear of the silver turning blue or green. Use to smoke out any of the Permanent Shades and add depth. Charcoal- Dark Shadows Allow color to process for the full time when mixing with any Gray Blue Permanent Color Shade so the dyes have time to fully develop. #Hairbesties, Crystal Clear is my most versatile shade! Mix into any of your #mydentity Demi-Permanent shades to soften or sheer Crystal Clear Clear Clear out any color for unlimited creative color control. Also, it adds Shine when used alone, mixing 1:2 ratio.

15 SHADE ASSORTMENT Natural Series Fashion Series

COOPER NATURAL ASH BROWN ICE GOLD GOLD ROSE ASH RED ICE ASH BEIGE GOLD ICE GOLD RED COOPER NI A AA BB IG GI GG CRC RR 10 ULTRA LIGHT BLONDE PPDD P 9 LIGHT BLONDE P D D 8 BLONDE P D P P P 7 MEDIUM BLONDE P D D P P D 6 DARK BLONDE P D D P D P DDP 5 LIGHT BROWN P D P P D 4 MEDIUM BROWN P 3 DARK BROWN P D

1 DARK CRYSTAL BLACK SHADOWS CLEAR P D

P D

P=Permanent D=Demi-Permanent

16 Fashion Series Signature Shades

MIDNIGHT MIDNIGHT MIDNIGHT DUSTY ROSE AMBER SILVER SILVER ROSE VIOLET BLUE LAVENDER GOLD ROSE PEARL SMOKE

MR MV MB DL RG AR SP SS

P/D P D P

D P

P/D D P

P D D D

DIRECT DYE SHADES P

MINT OF LAVENDER PINK ARCTIC CHARCOAL STEEL LUST DIAMOND BLUE X-PRESS TONERS P D

P D MISTY GOLDEN TITANIUM PEARL BLUSH MAUVE SAND DUAL BOOSTER SHADES

AQUA ULTRA PINK MAX BLUE VIOLET GLOW TURQUOISE *Swatches may alter tonality due to printing.

17 Formulating with #mydentity

18 Notes:

Formulation with #mydentity ______What makes up Permanent Haircolor? ______Permanent Haircolor can you insert the following: ______#Hairbesties, remember there are 4 types of Professional Haircolor: ______• Temporary Haircolor • Semi-Permanent Haircolor ______• Demi-Permanent Haircolor ______• Permanent Haircolor We’ll review each of these 4 categories in the following sections. #Hairbesties, ______I’m sharing everything you need to know to be successful with #mydentity -- ______from technical education, to signature techniques & all my secret formula tips in between! I can’t wait to see what you create using #mydentity! ______What are we waiting for, let’s get started with Permanent Haircolor! ______

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19 Notes: Why You’ll Love #mydentity Permanent Haircolor ______#Hairbesties, all Permanent haircolor crèmes feature break-through Miru-Style X-HP™ delivering x-treme heat protection – up to 450°F – to radically reduce ______the damaging effects of thermal styling & advanced VibraRiche™ technology for ______haircolor with 2x the shine.

______Alongside x-treme heat protection up to 450°F & 2x the shine, you’ll also love that #mydentity Permanent Haircolor 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

______Instructions for Use: ______Mixing Ratio: One part #mydentity Permanent with one part #mydentity Permanent Developer (1:1) ______

______Processing Time: 30 minutes – up to 40 minutes for gray coverage ______

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20 #mydentity Developers Notes: #Hairbesties, all Developers were specially formulated with my favorite lavender ______fragrance. Available in the following range for all your #mydentity haircolor needs: ______

Developer % Usage & Levels of Lift ______Demi-Permanent 6V 1.8% For deposit only ______Permanent 10V 3% Deposit or up to 1 level of lift ______Permanent 20V 6% 1-2 levels of lift Permanent 30V 9% Up to 3 levels of lift ______Permanent 40V 12% Up to 4 levels of lift ______

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21 Notes: Steps To Formulation

______1. Determine your client’s Natural Level using the Natural Ice swatches located in your #mydentity Swatchbook. Compare these swatches against your client’s re- ______growth & scalp area. Always remember you are looking for the level of the natural ______hair, not tonality. ______#Hairbesties, if you see gray first, your client’s hair is likely more than 50% gray. Follow the formulation instructions located in our Gray Coverage section. ______2. Determine your client’s Desired Level. You can select the appropriate color shade using your swatchbook for a reference. ______3. Determine your client’s Desired Tone. To formulate for this tone, first, you must ______determine the Natural Underlying Pigment at the desired level. Use our Natural Underlying Pigment (NUP) Chart as your guideline. The NUP will be to be ______neutralized to create your client’s desired tone. This is where you use your Color Wheel to determine the correlating #mydentity Color base that will neutralize the ______NUP.

______4. Determine the proper volume of #mydentity Developer after deciding how many levels of lift are required to reach your client’s Desired Level. ______

______Natural Underlying Pigment (NUP) ______Natural Underlying Pigment are the undertones exposed anytime natural hair- ______color is lifted. You may choose to neutralize the NUP by using your Color Wheel. #Hairbesties, always remember the final result of any haircolor service relies on the combination of the color selected & formulated by you and the contribution of un- ______derlying pigment. ______Use this chart to help you determine what underlying pigment will be exposed at the level you are coloring to. ______

Natural Underlying Neutralizing ______Level Level Description Pigment Pigment ______10 Ultra Light Blonde Pale Yellow Violet 9 Light Blonde Yellow Violet ______8 Blonde Gold Blue Violet ______7 Medium Blonde Light Orange Blue

______6 Dark Blonde Dark Orange Blue Green 5 Light Brown Red Orange Green ______4 Medium Brown Red Yellow Green ______3 Dark Brown Red Brown N/A

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22 Formulation Chart Notes:

Desired Level ______1 3 4 5 6 7 8 9 10 ______10 30 40 1 1 PL PL PL PL PL PL PL PL ______

10 10 20 30 3 1 3 4 5 PL PL PL PL PL ______

10 10 10 20 30 ______4 1 3 4 5 6 PL PL PL PL 10 10 10 10 20 30 30 40 ______5 1 3 4 5 6 7 8 PL PL 10 10 10 10 10 20 30 30 40 ______6 1 3 4 5 6 7 8 9 PL

10 10 10 10 10 10 20 30 40 ______7 1 3 4 5 6 7 8 9 10 ______10 10 10 10 10 10 10 20 30 1 3 4 5 6 7 8 9 10 8 ______10 10 10 10 10 10 10 10 20 9 1 3 4 5 6 7 8 9 10 ______10 10 10 10 10 10 10 10 10 10 1 3 4 5 6 7 8 9 10 ______

______B A: Level B: Volume of #mydentity Developer ______A PL: Pre-lighten to achieve this level of lift & have control over Natural Underlying ______

______#Hairbesties, you can use this level finder as a quick tool when you’re formulating with #mydentity color. It will help you select the correct level of #mydentity color and volume of #mydentity Developer. This chart should not ______be used if the natural hair has been previously colored on or hair contains more than 50% gray. Refer to our Gray Coverage section for help on formulating for ______gray hair. ______#Hairbesties, remember density, texture and porosity will always affect lifting capabilities and your final color result. ______

______If you are going lighter, use caution when lifting natural #Hairbestie Tip: ______pigment more than one level. If you want to minimize any warmth, choose a shade from our Natural Ice, Ash or Ash Ash shade families. ______Step 1: Find your client’s Natural Level on the left side of the chart. ______Step 2: Find your client’s Desired Level on the top of the chart. Step 3: #Hairbestie, your #mydentity formula is where these two lines meet. ______Select the Shade Family you would like to use, or tweak your formula Step 4: ______to control any brassiness.

23 Notes: #mydentity Demi-Permanent #Hairbesties, all Demi-Permanent haircolor crèmes feature break-through Miru- ______Style X-HP™ delivering x-treme heat protection – up to 450°F – to radically reduce ______the damaging effects of thermal styling & advanced VibraRiche™ technology for haircolor with 2x the shine. ______What’s more, #hairbesties – our Demi-Permanent color crèmes are formulated ______without ammonia and are truly acid-based (average pH of 6.9). Why you’ll love this: ______• Beautifully closes the cuticle ______• Creates amazing shine – #Hairbesties, THAT SHINE THO! ______• Naturally glazes the hair to glass-like finishes • Blends gray beautifully away ______

______Instructions for Use: ______Mixing Ratio: One part #mydentity ______Demi-Permanent with two parts #mydentity ______Demi-Permanent Developer 6V (1:2)

______Processing Time: 25 minutes ______

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______#Hairbesties, for more opaque coverage mix 1:1

______Mixing Ratio: One part #mydentity Demi-Permanent with one part #mydentity ______Demi-Permanent Developer 6V (1:1)

______Processing Time: ______25 minutes

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______#Hairbestie Tips for Maximum Color Retention: 1. Pre-toning with #mydentity X-PRESS Toners give you additional dye-load for added ______color longevity. ______2. Apply to dry hair. 3. Mix 1:1 with #mydentity Demi-Permanent Developer. ______4. For maximum color retention, always process for the full 25 minutes. ______

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24 #mydentity Demi-Permanent X-PRESS Toners Notes: #Hairbesties, I LOVE our 5 minute X-PRESS Toners! These are great for quick ______toning or pre-toning to increase the longevity of any delicate shade (like Rose Gold). Mute out, enhance, control – yassssssssss, #Hairbesties, who’s excited??! ______Our 5 minute X-PRESS Toners are available in the following shades: ______Primary Secondary Shade Features Tone Tone ______Delivers the most control while Silver Iridescent Titanium giving cool results with a soft, Violet ______silver cast. ______A soft, violet cast to help control Gray Violet Pearl excess gold. ______Golden Achieve the most rich, gold ever Gold Gold Sand when toning. ______Misty Offers a unique, cool control with a Gray Violet-Red Mauve touch of mauve. ______Attain the most delicate, soft, Beige Rose ______Blush pink-blush tone. ______

Instructions for Use: ______Mixing Ratio: One part #mydentity X-PRESS ______Toner with two parts #mydentity Demi- Permanent 6V Developer (1:2) ______

______Processing Time: Up to 5 minutes on damp hair until desired shade is achieved ______#Hairbestie Tip: Pre-toning with X-PRESS Toner gives you additional dye-load providing for added ______color longevity. ______Formulation Example: Pre-tone with X-PRESS Toner Blush prior to any Rose Gold Formulation. This ______gives you extra color longevity, a softness to the color tone plus a glaze-like finish to your end result. ______

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25 Notes: #mydentity Dual Booster COLOR MAX Dual Booster COLOR MAX for impact color effects. #Hairbesties, I named these ______shades “Dual Booster” because you can use in two ways - for direct application or to ______customize, boost, correct or neutralize any of your #mydentity formulations. ______Our Dual Booster COLOR MAX are available in the following shades: ______Shade Features ______Aqua Blue is great for concealing excess warmth when mixing into Aqua Blue your color formulation when battling brass. ______Ultra I love using Ultra Violet to increase the vibrancy of any Dusty ______Violet Lavender formulation!

______Pink Glow is great for amplifying your Rose Gold looks or Pink Glow adding pink tones to any of your #mydentity formation. ______Turquoise Turquoise is great to control excess warmth in lower levels. ______

______Instructions for Use: Direct Application: ______• Apply directly onto pre-lightened hair ______#Hairbestie Tip: these can be mixed with Permanent or Demi-Permanent Developer 6V-40V to reach your desired consistency ______

______Processing Time: 20 minutes ______

______Customize, Boost, Correct or Neutralize any #mydentity shade: • Incorporate desired amount of Dual Booster up to 50% to enhance any ______#mydentity Permanent or Demi-Permanent formulation. ______• Process according to your Permanent or Demi-Permanent formulation.

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26 #mydentity Direct Dye VIRBANT PASTEL Notes: #Hairbesties, I incorporated an exclusive Keratin & Argan Seed Oil Blend to ______improve the overall integrity of the hair while providing maximum color retention and vibrancy up to 25 shampoos. All shades fade true to tone. ______Our Direct Dye VIBRANT PASTELS are available in the following shades: ______Shade Features Mint of Steel creates soft, mint tones. Add Arctic Blue to make ______Mint of Steel variations of ocean tones or Lavender Lust to create a unique ______periwinkle color. Lavender Lust creates a cool, soft lavender tone. Add Pink ______Lavender Lust Diamond to enhance lilac and bright vibrancy. Add Arctic Blue and Charcoal to create a light indigo cast. ______Pink Diamond creates a vibrant, yet soft pink tone. Create a mauve Pink ______tone by adding Charcoal. Add Lavender Lust to cool and soften. Diamond ______Creates a vibrant, cool blue tone. Smoke out by adding Charcoal Arctic Blue or mix with Pink Diamond to make a custom deep lavender color. ______Use Charcoal to smoke out any of the vibrant pastel shades. Mix ______with Arctic Blue to create denim tones or with Pink Diamond to Charcoal create a custom mauve color. Also great for a shadow rootagé! ______

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Instructions for Use: ______Direct Application: ______• #Hairbesties, remember these are Direct Dyes, so no Developer is needed. • Do not mix with Developer ______

______Processing Time: 20 minutes ______

______#Hairbestie Tip: For maximum vibrancy & animation, pre-lighten the hair ______using #Big9 or #Magnum8 prior to application

(Note: See Pre-lightening Suggestions in our Lightener Section that follows) ______

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27 Lightening with #mydentity

28 Notes:

Lightening with #mydentity ______

#Hairbesties, if you know anything about me, you know I’ve tried every lightener on the ______market. This category is so important to me because I use it in almost all of my formulations. ______That’s why it took over a year of development – because I wanted our Lighteners to, not only, perform better but also protect the hair during the lightening process. ______#Hairbesties, not sure which Lightener to choose? Get to know what I LOVE most ______about each! ______#Hairbesties, this is the creamiest! I named it #Big9 ______because it lifts up to 9 levels in a single application! #ThatBig9Tho ______Why you’ll love it! ______• Lifts up to 9 levels in a single application • Versatile formula for precise & 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 • Unique consistency offers fluid spread-ability ______

______#Hairbesties, this is your ideal solution for fast- acting, on- and off-scalp lift, maximum control & ______superior conditioning. ______Why you’ll love it! • Lifts up to 8 levels in a single application ______• Dust-free, violet powder ______• Delivers superior conditioning during the lifting process ______• Ideal when fast-acting lift is desired ______• Unique consistency offers fluid spread-ability ______

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29 #Big9 Crème Lightener #Magnum8 Powder Lightener

#Hairbesties, this is the creamiest! I named it #Big9 #Hairbesties, this is your ideal solution for fast-acting, because it lifts up to 9 levels in a single application! on- and off-scalp lift, maximum control & superior #ThatBig9Tho conditioning.

Mixing & Timing Mixing & Timing

1 1:1 1:1 /2 1:1 1:3

For Precision Foil or For Global Consistency 1:1 – 1:3 for desired consistency Retouch Application #Hairbestie Tip: I prefer 1:2 for the best consistency and 1:3 for color correction at the shampoo bowl Application Application

For on- and off-scalp Use: For on- and off-scalp Use: • On-scalp – up to 20V • On-scalp – up to 20V • Off-scalp – up to 40V • Off-scalp – up to 40V

Processing Time Processing Time 20-45 minutes 20-45 minutes No Heat Required No Heat Required

#Hairbestie Tip: I love to mix #Magnum8 with #Big9 to create the most perfect, hybrid consistency!!

My Favorite Hybrid Lightener

1 : 1 : 2

30 Pre-Lightening Is Key Notes: So many #Hairbesties ask me “How can we achieve beautiful color tones like Silver ______Pearl, Rose Gold or even the Vibrant Pastels?!” My answer is simple, you have to take the right steps in order to achieve these delicate tones and **pre-lightening is KEY**! ______

Desired Shade Families Pre-Lightenen To Ideal Level ______Rose Red Midnight Rose level 6-7 ______Copper Red Copper ______Dual Boosters Level 7-10 Dusty Lavender ______Level 9-10 Amber Rose ______Silver Smoke Silver Pearl Level 9-10 Vibrant Pastels ______Rose Gold ______

#Hairbesties, always remember if the hair is only lifted to yellow, then you will have ______to lift it lighter. Some hair cannot get light enough, so certain tones may not be attainable for all clients. Be sure you talk with your clients about this and that you are ______honest with them from the beginning. We don’t want to over-promise an end-result that is simply unattainable. ______

31 Notes: Formulating with #mydentity #Hairbesties, proper formulation is the foundation to creating any color. Always ______remember artificial color will not lift artificial color, and that the hair’s density, texture, ______porosity, elasticity and tenacity will affect the haircolor process. ______Quick Reference to our Steps to Formulation 1. Determine your client’s Natural Level using the Natural Ice swatches located in ______your #mydentity Swatchbook. Compare these swatches against your client’s regrowth & scalp area. Always remember you are looking for the level of the natural ______hair, not tonality. ______#Hairbesties, if you see gray first, your client’s hair is likely more than 50% gray. Follow the formulation instructions located in our Gray Coverage section that ______follows. 2. Determine your client’s Desired Level. You can select the appropriate color shade ______using your swatchbook for a reference.

______3. Determine your client’s Desired Tone. To formulate for this tone, first, you must determine the Natural Underlying Pigment at the desired level. Use our ______Natural Underlying Pigment (NUP) Chart as your guideline. The NUP will be to be neutralized to create your client’s desired tone. This is where you use ______your Color Wheel to determine the correlating #mydentity color base that will neutralize the NUP. ______4. Determine the proper volume of #mydentity Developer after deciding how many ______levels of lift are required to reach your client’s Desired Level.

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32 Advanced Formulation #mydentity

33 #Hairbestie Formulation Tips

My Favorite Shade Family #Hairbestie Formulation Tips Color Cocktails

When retouching gray coverage, used desired Permanent NI shade Natural Ice 10NI + 9RG at the regrowth and refresh mids & ends with Demi-Permanent NI 7NI + 7GG color two levels lighter.

Ash For maximum control with longevity, always apply the color to dry 8A + 6AA A hair and allow the full processing time. 10A + 10RG

On a virgin application, mix desired color with 20V on the rootagé 6AA +7NI Ash Ash re-growth. For the mids to ends, mix desired color with 30V to 6AA + Turquoise AA achieve even lift & deposit; and, avoid “hot roots!” Process for the Dual Booster full time on dry hair.

Brown To get the most natural result, mix 1-2 levels darker for your 9BB +9RG Beige rootagé formula. This will help you achieve a subtle rooty feel. 5BB +6RR BB

When creating a lived-in look use the Demi-Permanent 9IG on the Ice Gold 9IG + 9RG base and add Crystal Clear to your formula for the mid-lengths IG 10IG + 10RG through the ends. This creates a seamless, ombre feel.

Gold Ice The GI Series is great for low-lighting or intermixing with the Rose 7GI + 9RG GI Gold Series.

Great for mixing with the CRC Series to give a warmer variation in Gold Gold 7GG + 7CRC copper tones. Also, it is great when mixing with the NI Series to GG 7GG + 6CRC achieve a natural, gold tone in any base color.

7CRC + 7GG Copper Red After lifting with Permanent CRC, you can glaze the hair with the 7CRC + 9AR Copper corresponding Demi-Permanent CRC Shade to give an extra pop 6CRC + 6RR CRC of color & shine! 7CRC + 8GI

Include 1/4 NI into your RR rootagé formulation & mix with 10-20V. 6RR + Pink Glow Rose Red For the mid-lengths to ends, mix RR with 30V. This helps avoid hot 6RR + 6MR RR roots, creating believable results when lifting darker hair levels. 6RR +7GG

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34 #Hairbestie Formulation Tips

My Favorite Shade Family #Hairbestie Formulation Tips Color Cocktails 5MR + 3MV Midnight Rose I love to mix a few grams of Midnight Blue into the Midnight Rose 6MR + Pink Glow MR shades -- this gives you unique Midnight Violet tones. 6MR + 3MB 3MV + 8DL + 10RG Midnight Violet I love using Permanent 10DL as a dilutor for 3MV -- this creates a 3MV + 10DL MV lighter tone for any type of creative coloring! 3MV + 5MR For creative coloring in the Demi-Permanent range, you can mix 3MB + Crystal Clear Midnight Blue Crystal Clear with a few grams of 3MB to achieve a light, indigo-blue 3MB + 1MB MB tone. 3MB + 6MR

Dusty Demi-Permanent 6DL is great for a gloss on a natural level 6-7 to 8DL + 9RG Lavender achieve an iridescent cool chocolate brown color. 8DL + 7RG DL

10RG + 10A You can always pre- tone pre-lightened hair with #mydentity X-PRESS Rose Gold 10RG + 8BB Toner Blush to have a filler before you apply Rose Gold onto dry hair RG 10RG + 10IG for maximum longevity. Any RG + Pink Glow

Amber Rose For a soft, airy color reflection, mix with our Rose Gold or Gold Ice 9AR + 10RG AR Series’. 9AR + 8GI

Silver Pearl 8SP + Dark Shadows Mix Permanent 8SP with Dark Shadows for a gunmetal gray. SP 8SP + 8DL

Silver Smoke Always process on dry hair for the full 25 minutes for maximum 8DL + 8SS SS longevity in silver color. 6SS + 8SS

Use to smoke out any of the Permanent Shades and add depth. Dark Shadows has a base sitting at level 5 with a deep charcoal smoke cast Dark Shadows allowing it to perform unlike anything else. This shade is formulated Dark Shadows + 8SP with the lowest ammonia possible, making it the best choice for shadow rootagé. #Hairbesties, Crystal Clear is my most versatile shade! Mix into any of your #mydentity Demi-Permanent shades to soften or sheer out any Crystal Clear + Crystal Clear color for unlimited creative color control. Also, it adds Shine when Any X-PRESS Toner used alone, mixing 1:2 ratio.

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35 Notes: Formulating For Gray Coverage ______Steps for Formulating for Gray Coverage: 1. Determine your client’s Natural Level and Percentage of Gray. The key factor in ______superior gray coverage is to correctly determine how much gray is in the hair. ______Examine all areas of the regrowth or scalp area – your formulation will depend on what you observe throughout your client’s regrowth area. If the Natural Level is ______see first, your client is less than 50% gray. If gray is seen first, your client is 50% or more gray. ______2. Determine the client’s Desired Level. ______3. Determine your client’s Desired Tone. ______4. Determine the percent of gray to assess how much of the Natural Ice series should be incorporated into the formulation. #Hairbesties, reference our gray coverage ______chart below. Determine the proper volume Developer. I recommend 20V when hair is more ______5. than 75% gray. ______

______#mydentity Gray Guidelines Chart

______% Gray %NI % Fashion Shade Up to 30% 25% 75% ______30-75% 50% 50%

______75-100% 75% 25%

______#Hairbestie Tips for Gray Coverage: ______1. Lifting 2 or more levels is not recommended when attempting to lighten the Natural Level and cover gray at the same time. A cooler shade would be required if ______you want to neutralize unwanted underlying pigment. Cooler shades, such as Ash, do not have the ability to fully cover a high percentage of gray hair. ______2. For Vibrant Reds & Gray Coverage, use the GG Series in place of the NI Series. ______See gray coverage chart for Vibrant Reds in the following section. 3. Always start your application in the most resistant gray area. ______4. If your client has an area that is vastly different in percentage of gray, consider ______using two different formulas to achieve an even tonal and level end result. 5. For maximum gray coverage, always process for a full 45 minutes. ______

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36 Vibrant Reds & Gray Coverage Notes: #Hairbesties, when you are formulating for gray coverage and the desired tone is ______a #mydentity Vibrant Red (e.g. RR, MR, CRC) incorporate the GG Series in place of the NI Series. The following chart will help you produce a balanced formula ______for gray coverage. ______#mydentity Gray Guidelines for Vibrant Reds ______% Gray % GG % Vibrant Red Shade Up to 30% 25% 75% ______30-75% 50% 50% ______75-100% 75% 25% ______

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37 FAQ

Q: Can I use a different brand’s Q: How do I use Dark Shadows? Q: How long does #mydentity developer? Dark Shadows is used to smoke out color last? Never, both #mydentity Permanent any shade or to create a shadow Like all color lines, there are a and Demi-Permanent color were rootagé. Enhance any Permanent variety of factors that play into specifically formulated to work shade by adding into Permanent color longevity including what with #mydentity Developer (Demi- formulation, no extra Developer type of color you used, the specific Permanent 6V and Permanent needed and process according to application and process, the client’s 10V-40V). I cannot guarantee Permanent formulation. Example- hair type (porosity, level, care, etc.). consistent results, or the fabulous 28g 8DL + 28g 20V + Desired For most people, tones last: up to 50 Lavender Fragrance if another amount of Dark Shadows. Or for shampoos for #mydentity Permanent brand’s developer is used. direct application mix with 6-20V and haircolor; up to 50 shampoos process for 20 minutes. for #mydentity Demi-Permanent Q: Do I need to use developer to haircolor; up to 25 shampoos for activate the Direct Dyes? Q: Can you tone with Permanent #mydentity Direct Dye No, Developer is needed. color shades? Yes, you can tone with the Q: How does the color fade? Q: Can I use the 10V Permanent #mydentity Permanent shades using With #mydentity, color fades true to Developer with Demi-Permanent the 10V #mydentity Developer. tone. color? No, you need to use the 6V Demi- Q: Does #mydentity haircolor Q: What is your best advice to Permanent Developer with the Demi- contain ammonia? maintain color longevity? Permanent colors. The ammonia level of each shade is #Hairbesties, remember density, different, but the average is 2%. texture and porosity will always Q: Do I need to use developer to affect lifting capabilities, your final activate the Dual Boosters? Q: Does #mydentity haircolor color result as well as color longevity. products contain PPD/PPT No, Developer is needed. However, Be sure to assess your client’s hair Ingredients vary by product. If the Dual Boosters can be mixed with thoroughly prior to application. If shade contains PPD, it will be listed Permanent or Demi-Permanent you notice the hair is very porous – I on the package. Developer (6-40V) to reach your recommend evening out the porosity desired consistency. Q: What lightener do you with a quick conditioning before Q: Can #mydentity Dual Boosters recommend for balayage? applying your color formulation. be added into any of the color #Hairbesties, both of our lighteners It is also important to apply to dry cremes? - #Big9 or #Magnum8 – can be used hair, weigh your color formulation Yes, they were formulated with the for balayage techniques. You pick to achieve the most accurate mixing ability to be mixed with any of the which one you prefer! ration and process for the full amount color cremes to create custom tones. of time. Using a sulfate free shampoo Q: Where are #mydentity products will also help with color longetity. Q: Why are they called Dual manufactured? Q: Can I use Olaplex® with Boosters? All #mydentity color creams, #mydentity? Because they can be used in 2 developers, and lighteners are ® different ways – 1: Direct Application formulated and manufactured in the Of course, Olaplex can be mixed or 2: to Customize, Boost, Correct, U.S.A. with all #mydentity color. or Neutralize any #mydentity Q: Will the Direct Dyes stain my Q: Are #mydentity products tested formulation. skin, clothing, etc.? on animals? Q: Can #mydentity colors be Yes, I recommend using gloves and a Never. intermixed? protective barrier creme around your Of course – I can’t wait to see your client’s hairline. #mydentity creation!

38 Glossary

AMMONIA: An alkalizer that HAIR SHAFT: The total hair, from scalp REGROWTH: The area of hair closest swells the hairshaft, raises the through ends. to the scalp that has not been altered pH and opens the cuticle to by chemical processes. DUAL BOOSTER: Impact pigment allow penetration of the haircolor that can be used in two ways: for REPIGMENTIZING: The method of molecules. direct application or to customize, replacing the warm pigments back CALIBRATED AMMONIA LEVEL boost, correct or neutralize any of into previously lightened hair to SYSTEM: your #mydentity formulations. support going two or more levels Every level of haircolor contains only darker. INTERMEDIATE DYES: Oxidative the precise percentage of ammonia dyes commonly referred to as RETOUCH: To apply color on the needed. “permanent dyes.” regrowth area. Customizing COLOR BALANCING: LEVEL: A measurement of depth SECONDARY COLORS: A a formula (different from regrowth) to from light to dark. combination of two primary colors. refresh faded midshaft and ends. MEA (MONOETHANOLAMINE): A TERTIARY COLORS: A combination COLOR WHEEL: A standard visual slower acting, odorless alkalizer used of primary and secondary colors. tool used by colorists globally to effectively in Demi-Permanent colors The size or diameter of enhance or refine tonality in haircolor. TEXTURE: and base breakers. the hair shaft. Composed of three Colors COMPLEMENTARY COLORS: MEDULLA: The innermost layer of categories: fine, medium and coarse. that are directly opposite on the the hair. The warmth or coolness of a Color Wheel, and that refine each TONE: color. other. MIDSHAFT: The hair from two inches from the scalp. The use of pastel based CORTEX: The middle layer of the TONING: hair. NATURAL LEVEL (NL): The colors to enhance or neutralize pre- beginning level of hair that has not lightened hair. CUTICLE: The outermost layer of the been color-treated (virgin hair). hair. VIRGIN HAIR: Hair that has never NATURAL UNDERLYING PIGMENT been chemically processed. The process of DECOLORIZING: (NUP): The exposed warm pigment removing natural pigment or artificial WATER-SOLUBLE: Capable of present at the level where you dissolving in water. color from the hair. interrupt your lifting process.

DEMI-PERMANENT HAIRCOLOR: NEUTRALIZE: To counteract an Deposit-only haircolor. unwanted tone. The quantity or number of DENSITY: PERMANENT HAIRCOLOR: hairs per square inch on the scalp. Permanently alters natural melanin; DESIRED LEVEL (DL): The color level has gray coverage ability. you wish to achieve. pH: The scale of potential hydrogen DEVELOPER: A Hydrogen Peroxide used to measure the acidity or derivative added to permanent alkalinity of a substance. and Demi-Permanent color as an POROSITY: The ability of the hair to oxidizing agent. absorb and hold moisture and liquid. : The ability of the hair to ELASTICITY PRELIMINARY PATCH TEST: stretch and return to its natural state. Determines whether a client has an HAIR ANALYSIS: A study of the hair’s allergy or a hypersensitivity. characteristics. PRIMARY COLORS: The three colors HAIR’S CHARACTERISTICS: Texture, from which all colors are formed: density, elasticity, porosity and yellow, red and blue. tenacity.

39 Notes:

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