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The Techno fruit Color formula is enriched with a keratin delivery system based on Garcinia Mangostana, a powerful antioxidant, coconut oil, cotton, and honey to nourish and add elasticity to the hair, and keratin to repair, protect, and strengthen.

• The creamy, conditioned texture is easy to mix and apply for precise and reliable results.
• Cosmetic results with extraordinary shine.
• Optimal Color hold for long-lasting results.
• 100% coverage of gray hair.
• Precise and reliable colors for all shades.
• Simple and quick mixing and application thanks to the conditioning texture.

A formula enriched with next-generation carrier substances capable of accelerating pigment penetration inside the hair without causing overload, while ensuring brightness, even color, and absolute color result fidelity.

• Up to 100% gray hair coverage
• No pigment overload
• Extreme brightness
• Delicate fragrance with floral notes
• With AMMONIA
• Vegan Friendly

Improves cream color application Maintains initial volume unchanged even after some time

• Alter Ego cream coactivator oxidant - Available in different hydrogen peroxide volumes
• Enriched with mangosteen (Garcinia Mangostana)
• Easy-to-mix cream formula
• Enhances the coloring or bleaching result
• For a smooth and even application

The Techno fruit Color formula is enriched with a keratin delivery system based on Garcinia Mangostana, a powerful antioxidant, coconut oil, cotton, and honey to nourish and add elasticity to the hair, and keratin to repair, protect, and strengthen.

• The creamy, conditioned texture is easy to mix and apply for precise and reliable results.
• Cosmetic results with extraordinary shine.
• Optimal color hold for long-lasting results.
• 100% coverage of gray hair.
• Precise and reliable colors for all shades.
• Simple and quick mixing and application thanks to the conditioning texture

Progressive and balanced lightening action. Neutralizes unwanted underlying warm tones. Gentle formula made with eco-certified Inca oil and Active Shine. Ammonia-free for excellent scalp comfort and absolute respect for hair structure.

A permanent ammonia-free, PPD-free color with a specific anti-aging action to meet the growing demand for gentle coloring.

• Covers 100% of gray hair
• Protects the hair fiber
• High cosmetic quality
• Beautiful colors true to the color chart
• Endless possibilities for a coloring service
• Personalized and creative
• Delicate fragrance
• Intense and vibrant colors
• Reliable coloring results
• High lightening level (up to 4 shades)
• Maximum customization

The anti-yellowing neutralizing shampoo gently cleanses and effectively fights unwanted yellow tones, enhancing hair radiance and promoting long-lasting shine. Hair is silky, easy to style, and soft to the touch.

Apply to the scalp and wet hair, massage and leave on for 3 to 5 minutes, then rinse. It is recommended to wear suitable gloves.

The Passion Color Mask line includes Alter Ego Italy's colored masks, 

• To revive the Color
• To extend the cosmetic Color
• Conditioning and detangling action
• Soft and shiny hair
• Enriched with vitamin E and Inca oil

Smooths and tames even the most challenging textures

• Effective anti-frizz action in high humidity conditions
• Nourishes, restores vitality and elasticity, conditions and hydrates.
• Leaves hair easy to manage
• Invaluable heat-resistant action

Revitalizing shampoo that helps prevent hair loss.

• Provides energy and strength to weakened hair.
• Thanks to its gentle cleansing base, it can be used daily.
• Neutral pH.

Ammonia-free toning cream for blonde and bleached hair to neutralize unwanted yellow tones and achieve perfect, bright, and radiant blonde hair.

• Tones and neutralizes with spectacular results.

Protective shampoo for colored hair

• Sulfate-free.
• Its acidic pH seals the hair cuticle while preserving color durability.
• Extends color qualities and delays pigment loss.
• Antioxidant action.

Volumizing shampoo for fine hair

• Strengthens hair structure from within.
• Improves resistance to breakage.
• Creates a lightness and volume effect.

Whether to amplify, harmonize, or correct a color, you will always achieve a flawless, vibrant, and intense result. No matter your creativity and the desired outcome, the Boosters are compatible with all Alter Ego shades.

• Ammonia-free and PPD-free, they contain fruit extracts (apple, blueberry, and pomegranate) that protect and extend the intensity of your creation while leaving hair soft and silky to the touch.

Shampoo for oily hair that regulates the scalp's sebum production.

• Cleans and regulates the scalp's sebum production.
• Thanks to its gentle cleansing base, it can be used daily.
• Neutral pH.

Toning shampoo for blonde, highlighted, and white hair

• Eliminates yellow tones from white hair and prevents the appearance of unwanted warm hues.
• It hydrates the hair and restores its purity and shine.

Ultra-hydrating sulfate-free shampoo

• Advanced blend of quinoa, aloe vera, and vitamins combined with the nourishing properties of shea butter that deeply hydrates hair
• The lightweight formula restores vitality and shine, instantly reviving dry hair

Gentle refreshing shampoo for all hair and beard types.

• Vitamin B-5 form
• Softens and hydrates the skin and hair

Color masks. - Size: 250 mL

Passion Color Mask is the direct coloring range from Beauty & Kindness that protects and colors hair to enhance, intensify, and experiment. This product is a concentrate of ingredients with revitalizing and illuminating properties. Its formula preserves the hair structure, improving its appearance and providing radiant highlights, shine, and extreme softness. All Passion Color Mask products can be combined with each other, allowing you to create an infinite palette of shades to meet all needs.

• Ideal for levels 4 to 10.
• Nourishing color treatment.
• Preserves hair structure, improves appearance, gives vibrant highlights, shine, and softness.
• Vegan formula.
• 96% ingredients of natural origin. 80% biodegradable.

Usage:

1. After washing hair with the most suitable Alter Ego Italy shampoo, towel dry hair and put on gloves.
2. Apply evenly to lengths and ends and leave on for 3 to 15 minutes, depending on the chosen service and desired result.
3. Rinse thoroughly.

Moisturizing shampoo for all hair types. 

• Sulfate-free.
• Daily use. 
• Gently cleanses and removes impurities from the scalp.
• Moisturizes and prevents dehydration of the hair fiber.
• Respects color.
• Antioxidant properties.
• 93% natural origin ingredients.

Dust-free gray bleaching powder for intense and precise lightening techniques up to 9 levels. Benefits:

• Creamy texture
• Ensures strong neutralization of unwanted tones
• Enriched with Pro Light System
• Maximum respect for hair structure
• Fast lightening up to 5 levels in 30 minutes
• High-performance lightening up to 9 levels in 60 minutes

Peeling Dry Shampoo is designed as an anti-dandruff treatment that cleanses, regulates the sebaceous glands, and tones the scalp.

• Thanks to the sandalwood extracts and Octopirox contained in Lakme k.therapy Peeling Dry Shampoo
• It can prevent the recurrence of dandruff and avoid the rebound effect.

Dandruff shampoo that cleanses, regulates, and tones the scalp. Specially formulated for oily hair.

• Cleans the scalp of dandruff flakes. 
• Prevents their recurrence and avoids the “rebound” effect.
• Thanks to its gentle cleansing base, it can be used every day.
• Neutral pH.

Shampoo specifically for sensitive or irritated scalp.

• Its use is also recommended for children.
• Gently cleanses and hydrates sensitive scalps.
• Thanks to its extra-gentle cleansing base, it can be used daily.
• Neutral pH.

Micellar shampoo for all hair types

• Gently and deeply cleanses hair and scalp.
• Micelles capture residues and impurities while keeping the hair structure intact.
• Prevents water hardness from sticking to the hair.

Smoothing shampoo for curly hair

• Sulfate-free.
• Moisturizes and restores softness to unruly, voluminous hair
• Controls frizz in straight and curly hair.
• Provides a natural feel.

Repair shampoo for damaged hair

• Strengthens the internal bonds of the hair.
• Repairs and deeply nourishes.
• Restores softness and the hair's natural moisture level.

GLAZE colors are an evolution, an upgrade, based on the rigorous study
of the most commonly used classic colors, adapting them to the trendiest street styles, the most original tones from fashion shows, and the creative imagination of LAKMÉ colorists.
The GLAZE color palette intensifies hair color without altering the
base, to achieve a unique result and highlight the distinctiveness of a shade, well-cared-for hair, and a unique client.