Every product you purchase from This is Beauty helps reduce the environmental impact of the beauty industry. Just because there is an imperfection doesn’t mean the product should end up in landfill. What's inside is perfect!
We only partner with trusted retailers and brands with full traceability back to the manufacturing source. All of our products have their authenticity guaranteed and are put through our 6-point quality control process.
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Designed for curly or coily hair types that are extremely dehydrated and dry, Color Wow’s Extra Strength Dream Coat offers the same anti-humidity benefits, now with powerful moisturising and waterproofing technology.
The award-winning, heat-activated formula locks in moisture and blocks out humidity thanks to invisible flex-elastic polymers that keep straight blow-dried styles looking sleek and glossy. The formula infuses brittle, porous strands with moisture, while waterproof technology helps to minimise the appearance of frizz and flyaways for up to three shampoos.
Safe for keratin-treated hair.
Your favorite brands and products at accessible prices, with quirks and imperfections and their own story to tell.
Combating unnecessary waste in the beauty industry by purchasing perfectly good products to keep them in circulation for longer.
We’re a movement. A community. A conversation. We’re working with you to have hard conversations and change from the inside out.