Multidimensional colour that elevates the hair’s natural highs & lows.
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, Natural, Cool 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
Permanent Color Creme - Natural
Permanent Color Creme - Warm
Tone Softener
MULTIDIMENSIONAL
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
Found in:
Permanent Color Creme
(Vitis Vinifera – Grape – Seed Oil)
Grape Seed Oil leaves the hair with a natural touch of shine.
Found in:
Permanent Color Creme
Tone Softener
(Argania spinosa Kernel Oil)
Natural oil, widely used in skincare, enhances the hair's softness while adding shine.
Found in:
Permanent Color Creme
Tone Softener
(Macadamia Integrifolia/Tetraphylla Seed Oil)
A natural oil, known for its caring properties, that boosts hair shine.
Found in:
Permanent Color Creme
(Ammonium Hydroxide)
Up to 50% less ammonia* for preserving hair integrity and providing a more pleasant experience.
*vs.standard permanent colouration
Found in:
Permanent Color Creme
(2-Methoxymethyl-p- Phenylenediamine etc.*)
Crafted together for powdery nuances, they include a specific colour dye (HEP+) known to help reduce the risk of developing allergies.**
*Resorcinol, 2,7-Naphthalenediol, 2-Methylresorcinol, 2-Amino-3-Hydroxypyridine, 2,4-Diaminophenoxyethanol HCl, 2-Amino-6-Chloro-4-Nitrophenol, 1-Hydroxyethyl 4,5-Diamino Pyrazole Sulfate, 5-Amino-6-Chloro-o-Cresol, 1,3-Bis-(2,4-diaminophenoxy) Propane HCl, 4-Chlororesorcinol, 2,6-Dihydroxyethylaminotoluene, 1,5-Naphthalenediol
**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.
Found in:
Tone Softener
(Butyrospermum Parkii Butter)
Natural ingredient rich in fatty acids that helps to improve the hair softness.
HEP+
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.
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.
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.
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.
Soft neutral hues with soft touches of chocolate and beige
9-06N
9-04N
8-06N
8-04N
7-06N
7-04N
6-06N
6-04N
5-07N
4-06N
3-06N
Modern smoky hues that help perfect the underlying warmth
NEW
10-51C
10-19C
10-12C
9-49C
NEW
9-16C
8-51C
8-19C
8-12C
7-49C
7-16C
6-51C
6-19C
NEW
6-12C
5-49C
5-16C
3-16C
Luxury primary reflections, muted by rose undertones
10-56W
9-47W
8-84W
8-64W
8-56W
7-47W
6-84W
6-64W
5-47W
4-84W
4-64W
ENHANCING DIMENSIONS
Ideal for clients who want to colour boost and remove dullness.
- Dimensional Pastel Toning
- Dimensional Blonde Enhancement
- Dimensional Glossing
DIMENSIONAL PASTEL TONING
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.
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
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.
100% recycled aluminium
100% recycled plastic caps
min. 93% recycled cardboard
97% Social Plastic
*excluding pump
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)
Discover our professional range of colour enablers for optimisation at every stage of the colour service.