It&ly (Itely) Hair Colour
Italian vibrancy and a caring formula.
Whether it's the soft reds of Tuscany, the white marble of ancient Rome or the azure blue seas of the Amalfi coast, Italy is synonymous with vibrant colour. In Aquar&ly and Colorly, It&ly Hairfashion have 2 permanent hair colour ranges, with over 100 shades in each, that draw on all that Italian colour know-how and mix it with exceptional hair care.
For Colorly, the key is a caring formula which strengthens the hair and leaves it in great condition. The result is intense, shiny colour that lasts with total coverage of grey hair at all levels.
Meanwhile Aquar&ly has a low ammonia formula that makes it less stressful to the hair and easy to use. Hydrolysed wheat proteins and a coconut oil base are also present to condition coloured hair leaving it feeling soft and silky.
It&ly Colorly Optimus
Reformulated Italian hair colour in 96 shades with true colour and complete grey coverage, plus great hair care and shine. 60-ml tubes. Packaging may vary. |
£5.45
It&ly Aquar&ly (Aquarely)
Easy-to-use hair colour range with Many shades with full grey coverage and formulated to need less ammonia for better hair condition. 100-ml tubes. |
£5.75
It&ly Oxily 2020 Oxidising Emulsion
Cream peroxide designed for It&ly Colorly 2020 with a balanced pH and ACP (active colour protection) Complex for intense luminosity and shine. Comes in 4 strengths in 1-litre bottles. |
£8.15
It&ly Easily Blond 2020 Bleaching Powder
Advanced bleach with micro-granular technology to reduce dust and sunflower seed extract to care for hair. Comes in a 30-gram sachet. |
£2.40
It&ly Aquar&ly (Aquarely) Oxidizing Cream
Cream peroxide designed for It&ly Aquar&ly with a balanced pH and wheat proteins to leave coloured hair feeling soft and silky. Comes in 40 vol in a 1-litre bottle. |
£8.25
It&ly Oh My Blonde! Blonde Toner
Compact range of blonde toners with &-plex hair-bond care built-in, and which can be intermixed for a vast palette of blonding options. 60-ml tubes. |
£4.75
It&ly Oh My Blonde! Iconic Blonde
Bond-preserving powerful lightener able to lift hair colour up to 9 levels while protecting its condition and health. Available in a 500-gram bag. |
£15.99
It&ly Oh My Blonde! Blonde Sealer
Designed for use after a bleach or toning service, this bond-preserving sealer conditions hair, balances pH and seals in colour. Comes in a 500-ml pump bottle. |
£13.99
It&ly Oh My Blonde! Activator 5 Vol
Oxidising emulsion (5 vol/1.5%) that's specially formulated to get the best performance out of Oh My Blonde! Toner. Comes in a 1000 ml bottle. |
£8.15
It&ly Oh My Blonde! Sun Light Oil
Ammonia-free lightening oil offering 3 levels of lift that's perfect for delivering a subtle, sun-kissed blonde. Available in a 500-ml bottle. |
£15.99
It&ly Oh My Blonde! Silky Blonde
Bond-preserving cream lightener able to lift hair colour up to 6–7 levels while protecting its condition and health. Available in a 500-gram tube. |
£15.99
It&ly Oh My Blonde! DelyBlonde
Ammonia-free lightener offering 6–7 levels of lift with a bond-preserving formula that keeps hair in great condition. Available in a 500-gram bag. |
£15.99
It&ly Oh My Blonde! Blonde Conditioner
Luxurious conditioner offering hydration and nourishment to porous, bleached and colour-treated hair without weighing it down. Comes in either 200- or 1000-ml pump bottles. |
£8.15
It&ly Oh My Blonde! Cool Blonde Spray
Leave-in spray with cool pigments designed to neutralise yellow tones on all types of blonde, and on grey hair too. Comes in a 150-ml spray bottle. |
£13.45
It&ly Oh My Blonde! Blonde Shampoo
Luxurious pearl shampoo designed to cleanse and hydrate bleached and colour-treated hair for soft and silky results. Comes in either 250- or 1000-ml pump bottles. |
£8.15
It&ly Oh My Blonde! pH Modulator
Changes the alkalinity of Oh My Blonde! Toner to mitigate lifting of natural hair while making highlighted tones appear more natural. Comes in a 100-ml bottle. |
£13.45
It&ly Oh My Blonde! Clay Blonde
Bond-preserving clay lightener that's perfect for freehand techniques like balayage, and offers up to 6 levels of lift. Available in a 400-gram bag. |
£15.99
Bestsellers in It&ly (Itely) Hair Colour
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