Essential Brands: tbh – true beautiful honest

There is a new desire for realism and honesty in beauty; celebrating imperfections and uniqueness. Today's young women are rejecting perfection and embracing their true selves. This new generation expects a deeper level of authenticity and truth where individuality and honesty are increasingly being recognised as the most powerful tool in anyone’s beauty kit.

As a defining moment in beauty care, Schwarzkopf Professional meets the need for diverse representation with their 1st permanent hair colour brand that creates authentic looking colours: tbh – true beautiful honest.

What is it?

Responding to the new beauty movement Schwarzkopf Professional have development a brand new permanent colour range, tbh – true beautiful honest, to provide a truly unique, beautifully authentic and genuinely honest solution to hair colouring.


tbh – true beautiful honest

What can you do with it?

The tbh – true beautiful honest permanent colour assortment contains 26 shades across three distinct colour worlds to ignite hairdresser’s creativity with beautifully authentic results:

  • Natural: neutral hues with a soft touch of chocolate (6 shades)
  • Cool: modern smoky tones that help counteract underlying warmth (13 shades)
  • Warm: luxury primary reflections, muted by rose undertones (7 shades)

Also included in the assortment is the tbh – true beautiful honest Tone Softener, a technical tool supporting the colour-refreshing, gloss services. It can be mixed with any tbh – true beautiful honest shade to revitalise dull mid-lengths and ends.


tbh – true beautiful honest

What is the big deal?

tbh – true beautiful honest is colour evolved thanks to three core beliefs:

  1. truly unique
    tbh – true beautiful honest shades respect and illuminate the hair's natural highs and lows providing natural-looking results with up to 100% multi-dimensional coverage (compared to the glossy shine of traditional permanent colouration).
  2. beautifully authentic
    Shimmering powdery tones with subtle iridescent undertones address every salon client’s wishes, thanks to uniquely crafted, mixes of colour dyes.
  3. genuinely honest
    tbh – true beautiful honest believes in being upfront and honest about what goes into the products; clear, straightforward ingredients take the confusion out of colour.

tbh – true beautiful honest provides natural shine with a healthy glow compared to the glossy shine of traditional permanent colouration.

Give me the facts!

  • A new brand dedicated to authentic permanent colour
  • Formulas have been crafted with up to 92% naturally derived ingredients
  • 26 shades across three distinct colour worlds
  • Colour that respects and illuminates the hair's natural highs and lows
  • 50% less ammonia vs. standard permanent colouration
  • Expect shimmering powdery tones with subtle iridescent undertones
  • Natural-looking multi-dimensional results
  • 3 brand new authentic in-salon colour services


Where can I learn about it?

Discover tbh – true beautiful honest and grow your colour skills through a confidence-boosting ‘Innovation Explorer’ seminar:

ASK eAcademy

Explore the new tbh – true beautiful honest colours and technical processes with audio-visual training from the ASK eAcademy:

For a limited time only three global tbh – true beautiful honest colour webinars will be available exclusively for registered ASK eAcademy users. Make sure you register today so you don’t miss out: