Demi God

#mydentity has unveiled its first-ever liquid demi-permanent colour. With just a 15-minute processing time, the colour has a liquid gel consistency, contains no ammonia and is alcoholfree. It also includes keratin amino acids with the brand’s signature lavender jasmine fragrance. The versatile formula offers easy mixing and effortless application and is ideal for enhancing or intensifying colour, as well as glossing or toning, while helping to improve softness and increase shine for up to 25 shampoos.

In March, we were invited to Los Angeles for an exclusive sneak preview at Henkel’s Culver City headquarters, where we caught up with Guy Tang to find out more about the

Congratulations on the launch of Reflect, #mydentity’s first liquid demi! Why was now the right time to launch it?

Prepare your clients for the sunny days ahead with Balmain Hair Couture’s Riviera Collection.

Offering a range of styling and care products to help protect hair from the sun while infusing it with extra moisture and volume, the brand’s Riviera Collection includes the Riviera Soleil Set, which features Sun Protection Spray to shield hair from UV rays and Texturizing Salt Spray to achieve effortless beachy waves, along with a white cellulose acetate hair barrette to finish off their summer hair look. The Riviera Moisture Set features Moisturizing Styling Cream to help control frizz and Leave-In Conditioning Spray to offer nourishment while detangling hair, along with a hair scrunchie. For clients looking for extra volume, the Riviera Volume Set includes Volume Shampoo to cleanse and add body, Volume Conditioner to nourish and strengthen hair as well as a Leave-In Conditioning Spray.

It was a natural evolution. We started with cream colour and, during that time, I was doing a lot of cream colouring. I noticed a lot of people in our #Hairbesties community were asking for liquids, and I wanted to do something that was different from what was already out there: a liquid gel consistency with a 15-minute processing time while having shades that are still signature to our brand, like the very popular rose gold and silver. And having a name like Reflect, which has meaning and depth to it. Other than the fact that the hair is reflective and shiny, it’s also about looking inward to empower us to be ourselves and set ourselves free with our truth.

Why was having a 15-minute processing time important to you?

Most demis have a 20- to 25-minute processing time, so saving five to 10 minutes means I can take a break, use the restroom or take a phone call—whatever the case may be. It just gives you time to recover—otherwise you’ll burn yourself out. If you’re working on three clients, that means you can save up to 30 minutes when you add it all up. It also means you can fit in another service, like a haircut. Then you’re not only making more money but also saving time to do things you want to do while still getting amazing results.

Not only is the processing time shorter but, because it’s a liquid gel, the application time is shorter, too, because it just sinks right in. You’re not using your thumb and wrist muscles to overly push the product. You’re working less hard and processing faster, which saves a lot of time and energy.