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

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

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It&ly Aquar&ly (Aquarely)

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

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It&ly Oxily 2020 Oxidising Emulsion

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

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It&ly Easily Blond 2020 Bleaching Powder

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

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It&ly Aquar&ly (Aquarely) Oxidizing Cream

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

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It&ly Oh My Blonde! Blonde Toner

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

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It&ly Oh My Blonde! Iconic Blonde

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

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It&ly Oh My Blonde! Blonde Sealer

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

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It&ly Oh My Blonde! Activator 5 Vol

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

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It&ly Oh My Blonde! Sun Light Oil

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

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It&ly Oh My Blonde! Silky Blonde

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

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It&ly Oh My Blonde! DelyBlonde

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

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It&ly Oh My Blonde! Blonde Conditioner

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.

from

£8.15

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It&ly Oh My Blonde! Cool Blonde Spray

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

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It&ly Oh My Blonde! Blonde Shampoo

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.

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£8.15

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It&ly Oh My Blonde! pH Modulator

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

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It&ly Oh My Blonde! Clay Blonde

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

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