18 May 2024

Introducing tbh – true beautiful honest by Schwarzkopf Professional

tbh – true beautiful honest is Schwarzkopf Professional’s newly improved vegan* colour assortment for “my hair but better” colour results!

true beautiful honest

A multidimensional permanent hair colour, tbh – true beautiful honest, has been newly improved to provide an enhanced true, beautiful and honest experience from the inside out.

The new tbh – true beautiful honest formulas:

  • Are PETA-approved with a 100% vegan formula*
  • Use up to 93% naturally derived ingredients**
  • Use up to 50% less ammonia***
  • Feature natural oils for a higher level of care
  • Include upgraded HEP+ technology to help reduce the risk of developing an allergy****
  • Offering a variety of commercial yet aspirational colour services – from dimensional coverage services to services that enhance or create dimensions for client-friendly looks
  • Enabling the hairdresser to deliver best-in-craft colour services to their clients
true beautiful honest

Enhancing individual beauty

Schwarzkopf Professional understands that multidimensional techniques like Balayage, Ombre, Highlights, Pastel Toning and Microlights continue to dominate salon services, as clients seek natural-looking colour results that enhance their individual beauty. An increasing number of clients are also looking for hair products from brands that have values which are consistent with their own, such as:

  • Enhanced Individual Beauty – they aim to find personalised beauty experiences.
  • Clean & Vegan Formulas – they seek clean and vegan formulas from brands with ingredient transparency.
  • Sustainable Packaging – they want to do their part  for the environment by using products with sustainable packaging.

tbh – true beautiful honest in all the right areas:

t – true to you

tbh – true beautiful honest features multidimensional coverage which enhances, not hides, the hair’s existing highs and lows, giving each salon client a personalised “my hair but better” colour result. The newly tbh – true beautiful honest portfolio introduces enhanced salon services, such as:

  • Dimensional Coverage Services– Ideal for classic services, for clients seeking up to 100% white hair coverage. Includes Dimensional Root Retouch, Dimensional Root Melting, and Dimensional Dual Application.
  • Creating Dimension Services– create more dimension in the hair by using different shades and depths with on-trend techniques Like Dimensional Highlights/Lowlights, Dimensional Sombre, and more.
  • Enhancing Dimension Services – achieve multidimensional tone directions with warm, neutral or cool tones, including Dimensional Pastel Toning, Dimensional Glossing, and NEW Dimensional Blonde Enhancement.

b – beautiful natural-looking colour results

tbh – true beautiful honest’s uniquely crafted hair colour dyes provide salon clients with multidimensional, shimmering, powdery tones and a natural healthy glow – with a colour world to answer every client’s individual wish:

  • Natural – 11 shades offering luxurious soft touches of beige and chocolate.
  • Cool – 16 shades that provide the perfect mix of warm and cool tones with
    a NEW modern cendré ash, cendré chocolate, cendré violet, beige violet and gold cendré.
  • Warm – 11 modern, warm shades with a hint of rose that give an update to beige copper, gold chocolate, chocolate beige and red beige.
  • Tone Softener – with 97% naturally derived ingredients, the Tone Softener softens and personalises shades to ensure a natural-looking result. It’s also ideal for colour refreshing and gloss services.

h – honest and caring formulations with considerate packaging

It’s now even easier to create natural-looking colour results without compromising on coverage, performance or longevity – all whilst providing a more caring and lower-maintenance colour service for your client. The brand now officially has PETA approval as 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. The 100% vegan formula* also includes up to 93% naturally-derived ingredients**, featuring:

  • Grape Seed Oil (Vitis Vinifera Seed Oil) – leaves the hair with a natural touch of shine
  • Macadamia Oil (Macadamia Temifolia Seed Oil) – a natural oil, known for its caring properties, that helps to boost the hair shine.
  • Argan Oil (Argania spinosa Kernel Oil) – a natural oil, widely used in skincare, that helps to enhance the hair softness while adding shine.

The carefully crafted colour dyes are also formatted with a HEP+ dye molecule to help reduce the risk of developing allergies**** in individuals who are not already allergic to hair colourants.

true beautiful honest

A positive impact on the planet

When hairdressers and their clients choose tbh – true beautiful honest, they are contributing to a positive impact on the planet. It’s PETA-approved with vegan formulas*. It also uses recycled materials and Social Plastic in its product packaging, supporting the Plastic Bank Initiative:

  • Tubes – 100% recycled aluminium
  • Caps – 100% recycled plastic caps
  • Folding Boxes & IFUs – min. 93% recycled cardboard
  • Tone Softener Bottle (excl. pump) – 97% Social Plastic
  • Social Plastic/Plastic Bank – is a social enterprise which works to reduce plastic waste in nature, while at the same time offering new opportunities to people who live in poverty. tbh – true beautiful honest sources its Social Plastic from Indonesia.

For more information about the newly improved tbh – true beautiful honest products and in-salon services, please speak to your local Schwarzkopf Professional representative or CLICK HERE

*Free from animal-derived ingredients.

**Depending on the respective product; calculation includes up to 65% water content respectively.

***vs. standard permanent colouration.

tbh – true beautiful honest


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