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Discover tbh – true beautiful honest, Schwarzkopf Professional's first permanent hair colour brand that creates authentic looking colours.

Schwarzkopf Professional is proud to announce the highly-anticipated launch of its new brand, tbh – true beautiful honest. It provides a truly unique, beautifully authentic and genuinely honest solution to hair colouring.

Schwarzkopf Professional responds to consumers’ demands for authenticity and a #nofilter beauty - truly unique multi-dimensional nuances playing with the hair’s natural highs and lows. Beautifully authentic shimmering powdery nuances with subtle iridescent undertones that enhance and beautify rather than reduce or conceal. Honest in our approach to our formulation with up to 92% naturally derived ingredients, complemented by additional performance drivers.

tbh – true beautiful honest: colour

The tbh – true beautiful honest colour portfolio respects and illuminates the hair’s natural highs and lows providing natural-looking results with up to 100% multi-dimensional coverage. tbh – true beautiful honest is colour that’s bespoke to the individual. tbh – true beautiful honest provides natural shine with a healthy-looking glow compared to the glossy shine of traditional permanent colour.

Shimmering powdery tones with subtle iridescent undertones address every client’s wishes, thanks to crafted mixes of colour dyes. The tbh – true beautiful honest assortment contains 26 colours across three distinct colour worlds to ignite hairdresser’s creativity with beautifully authentic results.

  • Natural: neutral hues with a soft touch of chocolate (6 shades)
  • Cool: modern smoky tones that help counteract underlying warmth (13 shades)
  • Warm: luxury primary reflections, muted by rose undertones (7 shades)

The shade references are based on the Schwarzkopf Professional existing numbering system, making it easy for hairdressers to precisely select the right shade for their clients. The formulas have been crafted with up to 92% naturally derived ingredients, complemented by additional performance drivers, needed to guarantee reliable colour results.

Hair Colour Dyes

Crafted together for powdery nuances, they include a specific colour dye (HEP) known to help reduce the risk of developing allergies.

  • 50% Less Ammonia - Up to 50% less ammonia vs. standard permanent colour, for preserving the hair’s integrity whilst providing a more pleasant and gentle experience.
  • Grape Seed Oil - Leaves the hair with a natural touch of shine

tbh – true beautiful honest: services

tbh – true beautiful honest is about enhancement and beautification, with any in-salon colour service clients can expect an authentic consultation experience to ensure completely bespoke, multi-dimensional results. It delivers classic services such as darker colouring, colour deposit on pre-lightened hair, tone on tone colouration, root stretch, highlights for darker hair with an uplift to three levels as well as dimensional lowlighting and contouring. Also included in the assortment is the tbh – true beautiful honest Tone Softener, a technical tool supporting the colour-refreshing, gloss services. It can be mixed with any tbh – true beautiful honest shade to revitalise and add shine to dull mid-lengths and ends. The following key ingredients are included in the formulation for highly caring properties:

  • Argan Oil - Natural oil, widely used in skincare that enhances the hair's softness while leaving the hair with a light shine.
  • Macadamia Oil - Natural oil, known for its caring properties that boosts the hair's shine.
  • Shea Butter - Natural ingredient, rich in fatty acids that helps to improve the hair’s softness.

Keep up with tbh – true beautiful honest on social media via the @schwarzkopfprouk channels using the #betbh and #schwarzkopfpro hashtags.