Multidimensional colour that elevates the hair’s natural highs & lows. test

tbh Cool Model Mobile Header

tbh – true beautiful honest

true to you

Natural hair colour is characterised by lighter and darker strands of hair. tbh – true beautiful honest shades embrace the natural highs and lows and enhance the colour, providing unique, natural-looking results with up to 100% multidimensional coverage. tbh – true beautiful honest provides a natural shine with a healthy glow, to complete the “my hair but better” look.

beautiful natural-looking results

Our uniquely-crafted mixes of hair colour dyes provide shimmering, powdery tones and a natural healthy glow. Our concise collection includes 38 shades plus a Tone Softener for customisable results. The beautifully authentic shades offer subtle and powdery tones in three shade directions, NaturalCool and Warm.

honest formulation

  • 100% vegan formula*
  • Up to 93% naturally-derived ingredients**
  • Up to 50% less ammonia***
  • 0% PTD/PPD****

*Free from animal-derived ingredients
**Depending on the respective product; calculation includes up to 65% water content respectively
***vs. standard permanent colouration
****In case of a known allergy to hair dyes a pre-test with the product at the dermatologist is necessary

DISCOVER "MY HAIR BUT BETTER" COLOUR WITH

tbh – true beautiful honest

#betbh

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EXPLORE THE PRODUCT RANGE

VISUALISING

MULTIDIMENSIONAL COVERAGE

MULTIDIMENSIONAL

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HONEST FORMULATIONS

WANT TO KNOW MORE?

Our 100% vegan formula* is crafted with up to 93% naturally-derived ingredients** to achieve beautiful colour results, without compromising on performance. 

Take a look at our glossary below for more details about our ingredients. 

*Free from animal-derived ingredients
*Depending on the respective product; calculation includes up to 65% water content respectively

tbh Ingredient Flatlay

TAKE A LOOK AT OUR FULL GLOSSARY

LOWER RISK OF ALLERGIES WITH OUR

IMPROVED HEP+

HEP+

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CRAFTED DYES

Our dyes are crafted to create subtle, shimmering powdery nuances. They have been specifically selected for their lower allergic risk. The HEP+ dye molecule in the formula helps reduce the risk of developing allergies in individuals who are not already allergic to hair colourants. If your client has ever experienced an allergic reaction to hair colourants, you should not colour. 

IGORA ROYAL Tubes Sustainability Infographic

T-CELLS
T-cells protect us by checking all foreign substances entering our body. Their receptors are responsible for activating a response from the immune system. 

tbh PTD & PPD Molecule Technology Image

PTD & PPD MOLECULES
Sometimes harmless PPD or PTD dye molecules can fit into the t-cell receptor and initiate an immune response, which can lead to allergy.

tbh HEP+ Molecule Technology Image

HEP+ MOLECULE
Due to its modified shape the HEP+ molecule fits poorly in the t-cell receptor, which decreases the risk of an immune response and subsequent allergy.*

*Although the risk of developing a new allergy is reduced, there remains a risk of an allergic reaction that can be severe. Always perform an Allergy Alert Test 48h before each colouration. If you have ever experienced a reaction after colouring your hair, you must not colour. Strictly follow the safety instructions.

OUR DISTINCTIVE COLOUR WORLDS

tbh Natural Shades Model

NATURAL

Soft neutral hues with soft touches of chocolate and beige

tbh – true beautiful honest Hair Colour Natural 9-06N

9-06N

tbh – true beautiful honest Hair Colour Natural 9-04N

9-04N

tbh – true beautiful honest Hair Colour Natural 8-06N

8-06N

tbh – true beautiful honest Hair Colour Natural 8-04N

8-04N

tbh – true beautiful honest Hair Colour Natural 7-06N

7-06N

tbh – true beautiful honest Hair Colour Natural 7-04N

7-04N

tbh – true beautiful honest Hair Colour Natural 6-06N

6-06N

tbh – true beautiful honest Hair Colour Natural 6-04N

6-04N

tbh – true beautiful honest Hair Colour Natural 5-06N

5-07N

tbh – true beautiful honest Hair Colour Natural 4-06N

4-06N

tbh – true beautiful honest Hair Colour Natural 3-06N

3-06N

tbh Cool Shades Model

COOL

Modern smoky hues that help perfect the underlying warmth 

tbh – true beautiful honest Hair Colour Cool 10-51C
tbh – true beautiful honest Hair Colour Cool 10-19C
tbh – true beautiful honest Hair Colour Cool 10-12C

NEW

tbh – true beautiful honest Hair Colour Cool 9-49C

10-51C

10-19C

10-12C

9-49C

tbh – true beautiful honest Hair Colour Cool 9-16C
tbh – true beautiful honest Hair Colour Cool 8-51C
tbh – true beautiful honest Hair Colour Cool 8-19C
tbh – true beautiful honest Hair Colour Cool 8-12C

NEW

9-16C

8-51C

8-19C

8-12C

tbh – true beautiful honest Hair Colour Cool 7-49C

7-49C

tbh – true beautiful honest Hair Colour Cool 7-16C

7-16C

tbh – true beautiful honest Hair Colour Cool 6-51C

6-51C

tbh – true beautiful honest Hair Colour Cool 6-19C

6-19C

tbh – true beautiful honest Hair Colour Cool 5-49C

NEW

tbh – true beautiful honest Hair Colour Cool 5-49C
tbh – true beautiful honest Hair Colour Cool 5-16C

6-12C

5-49C

5-16C

3-16C

tbh Warm Shades Model

WARM

Luxury primary reflections, muted by rose undertones

tbh – true beautiful honest Hair Colour Warm 10-56W

10-56W

tbh – true beautiful honest Hair Colour Warm 9-47W

9-47W

tbh – true beautiful honest Hair Colour Warm 8-84W

8-84W

tbh – true beautiful honest Hair Colour Warm 8-64W

8-64W

tbh – true beautiful honest Hair Colour Warm 8-56W

8-56W

tbh – true beautiful honest Hair Colour Warm 7-47W

7-47W

tbh – true beautiful honest Hair Colour Warm 6-84W

6-84W

tbh – true beautiful honest Hair Colour Warm 6-64W

6-64W

tbh – true beautiful honest Hair Colour Warm 5-47W

5-47W

tbh – true beautiful honest Hair Colour Warm 4-84W

4-84W

tbh – true beautiful honest Hair Colour Warm 4-64W

4-64W

OUR IN-SALON SERVICES

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DIMENSIONAL
COVERAGE

Ideal for clients concerned about regrowth visibility and maintenance.

  • Dimensional Root Retouch
  • Dimensional Root Melting
  • Dimensional Dual Application

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CREATING
DIMENSIONS

Ideal for clients who want to add dimension to their hair.

  • Dimensional Sombre
  • Dimensional Highlights
  • Dimensional Lowlights

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ENHANCING
DIMENSIONS

Ideal for clients who want to colour boost and remove dullness.

  • Dimensional Pastel Toning
  • Dimensional Blonde Enhancement
  • Dimensional Glossing

BEAUTIFUL NATURAL-LOOKING RESULTS

FOR A "MY HAIR BUT BETTER" LOOK
tbh Natural Transformation After Image
tbh Natural Transformation Before Image
DIMENSIONAL ROOT RETOUCH
tbh Cool Transformation After Image
tbh Cool Transformation Before Image
DIMENSIONAL SOMBRE
tbh Warm Transformation After Image
tbh Warm Transformation Before Image
DIMENSIONAL PASTEL TONING

SUSTAINABLE IMPACT

CONTRIBUTING TO A POSITIVE IMPACT ON THE PLANET
tbh Peta-Approved Logo
PETA-APPROVED

PETA'S GLOBAL ANIMAL TEST-FREE

Global Animal Test–Free recognises brands that have verified that they and their suppliers do not conduct, commission, pay for, or allow any tests on animals for their ingredients, formulations, or finished products anywhere in the world and that they will never do so in the future. 

tbh Vegan Formula Logo
VEGAN FORMULAS*

VEGAN WITHOUT COMPROMISE

We specifically selected ingredients that are not derived from animals, while ensuring no compromise on the formula performance. 
*Free from animal-derived ingredients 

tbh – true beautiful honest Social Plastic & Tube, Cap & Box-Recycled Material Logos
SUSTAINABLE PACKAGING

FOR A BEAUTIFUL PLANET

tbh – true beautiful honest aims to contribute to a beautiful planet by using sustainable materials including recycled materials and Social Plastic in our packaging. 

tbh Sustainability Tube Icon
TUBES

100% recycled aluminium

tbh Sustainability Cap Icon
CAPS

100% recycled plastic caps 

tbh Sustainability Folding Box Icon
FOLDING BOXES & IFUs

min. 93% recycled cardboard 

tbh Sustainability Tone Softener Icon
TONE SOFTENER BOTTLE*

97% Social Plastic 

*excluding pump

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FREQUENTLY ASKED QUESTIONS ABOUT: tbh – true beautiful honest

tbh – true beautiful honest natural shades can achieve up to 100% multidimensional coverage, and the warm and cool shades can achieve up to 50% of multidimensional coverage on less than 50% white hair. To achieve up to 100% multi-dimensional coverage on more than 50% of white hair, please mix the fashion shade with a natural shade (2:1). 

Yes, the old and new tbh – true beautiful honest shades can be intermixed.

The tbh – true beautiful honest Tone Softener dilutes pigment intensity while adding a level of care to the colour service. Enriched with caring properties, it is the ideal partner for colour refreshing, gloss services and helps ensure a natural-looking, "my hair but better" end result.

Mix the tbh – true beautiful honest shade with the tbh – true beautiful honest Tone Softener and IGORA VIBRANCE Activator Lotion 1.9%|6 Vol. (1:1:1)

OPTIMISING YOUR COLOUR SERVICE

Discover our professional range of colour enablers for optimisation at every stage of the colour service.

Color Enablers Teaser

EXPLORE OUR WORLD OF BEAUTY