Create Multidimensional Color

Inspired by a new generation of clients with a longing for self-expression and a demand for authentic beauty, Schwarzkopf Professional has launched its first multidimensional permanent hair color line.

The line is called tbh—true, beautiful, honest. It was inspired by the natural beauty, no-makeup “makeup” trend. The 26 shades are designed to illuminate hair’s natural highlights and lowlights and create shimmering powdery tones. The formula contains naturally derived grapeseed oil and has up to 50% less ammonia versus the Igora Royal line.

Colorists Ellie Toia, Debbe Salvino and Megan Moran have introduced the line to their clients and are raving about the results.

“I absolutely love the consistency and coverage of the tbh line for a rootmelt and tone,” Toia says. “It leaves hair with the look of natural highlights. It’s so nice to just be able to add the tone softener when I want it to be a demi. Plus, the shine is unreal.”

Moran says her clients are impressed by the staying power of the color line.

“Not only is the line super easy to use, but the coverage is also impeccable,” she says. “My guests leave with hair that is so shiny and naturallooking that when they come back
five weeks later, it still looks as good as when they left my chair.”

The shades work with Schwarzkopf’s Igora developer and can be used with the line-specific tone softener to refresh mid-lengths and ends without any perceivable color shift. The result
is color with the longevity of a permanent and the lived-in look of a demi.

“Being able to take my formulations from a permanent to a demi is a gamechanger,” Salvino says. “This is especially true for my clients who require gray coverage but want a soft, dimensional result. The hair is left feeling better conditioned than before.”