Articles > Hair Color > BTC EXCLUSIVE: Social Media Superstar Guy Tang Launches #mydentity @guy_tang—A Complete Color Line With More Than 24 Shades!
Last updated: July 23, 2017

BTC EXCLUSIVE: Social Media Superstar Guy Tang Launches #mydentity @guy_tang—A Complete Color Line With More Than 24 Shades!

Guy Tang Launches #mydentity Haircolor.

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You’ve been seeing it all over social media—the infamous “Top Secret” envelopes inviting #hairbesties from around the world to join Guy Tang at a super secret event in Los Angeles. So of course, when BTC got our exclusive media invite, we pulled out all the stops for the big event.

We couldn’t help but wonder if this was something more… something bigger.


Purchase your #MyDentity shades TODAY!


Guy, in true Guy Tang disruptive fashion, just pulled the Beyoncé of the hair industry by “dropping” one of the biggest color launches the industry has ever seen—keeping it a secret for more than a year.

Drum Roll… Guy has officially launched #MYDENTITY—a 24-shade color line with 70 more shades to come this summer.

“My goal wasn’t just to create another color line,” says Guy. “Instead, I wanted to formulate superior product that enables stylists to easily recreate the most demanding haircolor trends of the season. This is all me—my identity. I put my heart and soul into each and every shade.”


See all the photos from the event!


He’s taking his impressive 1.8 million social media followers and building his community into his product line. Not only can you get shades and formulas hand-selected and totally created by Guy himself—you can also access his best education directly from your phone, wherever you are. With this launch, he’s offering all his #hairbesties unprecedented access and interaction!


Purchase your #mydentity shades TODAY!


The Drop.
Here’s a closer look at the products…(And BTW they are all available to buy direct RIGHT NOW! Just click here)

  • Pre-blended shades in the Dusty Lavender, Rose Gold, Amber Rose, Silver Pearl and Silver Smoke shade ranges
  • Four COLOR MAX dual boosters in Aqua Blue, Ultra Violet, Pink Glow and Turquoise
  • Five VIBRANT PASTELS direct dye shades in Mint of Steel, Lavender Lust, Pink Diamond, Arctic Blue and Charcoal
  • Dark Shadows, a smoke hue you can use to mix
  • #mydentity demi-permanent and permanent developer
  • The #Big9 crème lightener that lifts up to nine levels in one application

See all the photos from the event!

There’s a LOT more to come this summer (like 70 additional shades that range from natural to deep to vibrant), so keep an eye out!

The Formulation.
Guy is personally formulating each and every shade. Here are the details:


Purchase your #mydentity shades TODAY!

  • Advanced VibraRiche technology enriches the vibrancy and intensity of color, offering two times the shine.
  • Exclusive keratin and Argan seed oil blend improves the hair’s overall integrity and provides maximum color retention
  • Breakthrough Mirustyle X-HP technology delivers extreme heat protection (up to 450 degrees) to radically reduce the damaging effects of thermal styling.
  • Lavender scent hand-selected by Guy!

The packaging is SUPER cool—it includes Guy’s personal story and a special message to #hairbesties on the inside of each carton! And with a streamlined line of perfectly on-trend shades, we’re thinking #mydentity will be a great booth renter option.

The Education.
Guy is flipping the traditional haircolor education model on its head! He built his own name by creating education videos and posting them on his YouTube channel, Instagram and Facebook page, empowering #hairbesties everywhere. So it’s only natural that #mydentity will provide web-based tools and education that you can access anytime and all the time. This online world of instant inspiration, independent education and space to collaborate and evolve together is a major part of #mydentity. Five step-by-step videos are already available at, and make sure you visit @guytang_mydentity on Instagram!

See all the photos from the event!

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#mydentity @guy_tang