May 10, 2017  Los Angeles / USA

“Digital” hair color brand for stylists

#mydentity – colorful, customized, digital

Together with social media superstar Guy Tang, Henkel brand Kenra Professional launched the first influencer color brand in Professional Hair: #mydentity, a true e-brand. From Silver Smoke and Dusty Lavender to Rose Gold – the hair color portfolio, picked and developed by Guy himself, not only makes it more accessible for stylists to (re-)create colorful and trendy looks, but also sends a powerful message.

“I created #mydentity, because I wanted to customize colors that we all dream of – colors that are missing in our industry. I wanted to bring the fun and excitement back into hair color. But most of all, I wanted to create a world beyond color, a #hairbestie family that empowers and enables all of us to find our #mydentity,” says Guy Tang who has a combined online following of more than 4 million.

“#mydentity is the perfect fit for stylists who are looking for ‘their’ brand – online. Our digital approach allows us to reach and attract an entirely new generation of stylists: the stylists who live, learn, and interact online,” says Simon Lie, Head of Marketing at Kenra Professional. “With #mydentity, we now offer a powerful hair color paired with instant inspiration, on-demand education, and, most of all, a world to collaborate and evolve together. Together with Guy, our entire team is excited to re-energize the beauty industry,” adds Robb Dubre, Head of Artistic & Education.

Discover the world beyond the hair colors on and find out more about the story behind #mydentity in the video below:

Launched at an exclusive event in LA that was also live-streamed across the globe, #mydentity continues to exceed expectations. More than 350 million beauty obsessed #hairbesties have been reached and the colors are already one of the most demanded shades on the US market. “While the US market shows very promising results, we see an extraordinary demand worldwide,” says Robert Schaeffler, General Manager at Kenra Professional. “Therefore, we are also looking into making #mydentity available in selected countries worldwide.”