Discover The Amazing…


tbh – true beautiful honest

tbh – true beautiful honest is the first permanent hair colour that creates authentic colour results which enhance, rather than conceal the individual’s beauty.


Illuminating the hair’s natural highs and lows for a healthy glow with a natural shine, tbh – true beautiful honest hair colour adds shimmering powdery tones with subtle iridescent undertones and uses up to 92% naturally derived ingredients, complemented by additional performance drivers, for a truly personalised service.


It is truly unique.
It is beautifully authentic.
It is genuinely honest.
It is tbh – true beautiful honest

Our distinct colour worlds are designed to underline each personality…


Natural: Neutral hues with a soft touch of chocolate
Cool: Modern smokey hues that help perfect the underlying warmth
Warm: Luxury primary reflections, muted by rose undertones

The Tone Softener is a technical tool supporting a colour refreshing, gloss service. It can be mixed with any tbh – true beautiful honest shade to revitalise dull mid lengths and ends

Authentic Stories



Get inspired by authentic salons around the world and learn how tbh – true beautiful honest is being used to improve salon businesses by using the hashtag #betbh.


Consultations are free!