#mydentity by Guy Tang

#mydentity by Guy Tang is an American professional hair-color line founded in 2017 in Los Angeles by the hairstylist and YouTube educator Guy Tang [5]. The brand grew out of Tang's following as a colour-focused content creator and centres on customized "fashion" shades — vivid tones such as Rose Gold, Silver Smoke and Dusty Lavender — aimed at salon professionals.

It is now part of the German consumer-goods company Henkel, sitting within Henkel's professional Beauty Care portfolio [4]. The brand remains in active operation, distributed across more than 25 markets through region-specific professional channels.

Guy Tang built his reputation before the brand existed. According to the UK trade title Concept Hair Magazine, he spent seven years as a platform educator for an international hair-colour company and moved to Los Angeles from Tulsa, Oklahoma, in 2009 [6]. He says photography first drew him toward hair: taking pictures of women and their hairstyles led him to experiment with colour, which "made me fall in love with hair". His YouTube tutorials, posted under the channel GuyTangHair, grew into an audience in the millions and brought wide visibility to his colour work.

Tang launched #mydentity in 2017 to formulate the shades he felt the professional market lacked. "I created #mydentity because I wanted to customize colors we all dream of — colors that are missing from today's haircolor," he has said of the line's purpose [2]. He has also described a broader aim of bringing "fun & excitement" back to the industry and building a community of stylists he calls "#hairbesties".

#mydentity is owned by Henkel AG & Co. KGaA and described by the company as part of its Consumer Brands division, within the professional Beauty Care business [4]. Henkel does not state the acquisition year on its own brand pages, and none is documented. The wider Henkel hair portfolio includes Schwarzkopf Professional, Joico, Indola, Syoss, Palette, DevaCurl, Alterna and Sexy Hair, among others.

The brand has been cited in trade coverage as an example of Henkel's interest in digital-first, creator-led labels.

The line positions itself around customization, community and self-discovery, with Tang's belief that "when you know who you are, you have the courage to do anything you dream of" [2]. Henkel frames the brand's mission as being "a social media power house and industry leader by setting trends, launching innovative products, and empowering a worldwide network of #hairbesties".

Its stated audience is younger hairdressers and creative professionals looking for advanced colour techniques and fashion-forward vivid shades. Products are sold as a professional range; the company states that buyers need a cosmetology licence to purchase directly, alongside distribution through professional suppliers and selected retail.

#mydentity spans permanent and demi-permanent colour, liquid demi-permanent formulas, X-Press toners, direct dyes, lighteners, developers and care and styling products. Signature items include the Reflect Liquid Demi-Permanent Color, the #LiftMeUp high-lift blonding system, the Magnum8 powder lightener and the #MyHero repair system.

The company points to an exclusive keratin and argan seed oil blend across the colour range and markets it as delivering "2x the Shine" [2]. In the Concept Hair interview, Tang credits himself with originating tones that spread industry-wide: "I created unique tones like Rose Gold, Silver Smoke and Dusty Lavender that have now become a colour staple" [6].

The brand and its founder have featured across hairdressing and entertainment media. Beauty Launchpad reported that Guy Tang #mydentity donated one million dollars in product [11], and Behind The Chair covered the line's move into retail with a styling-product launch at Ulta Beauty [12]. Modern Salon and Concept Hair Magazine have profiled the brand and Tang's rise, while Bustle covered his appearance on the Netflix series Bling Empire. Tang has also styled YouTube figures including James Charles and Joey Graceffa [8], and released two music albums in 2020 alongside his brand work [7].

The brand is active. Its official site carries education materials and a shade chart published in 2023 versions, and operates live e-commerce and a salon locator [3]. Distribution spans more than 25 international markets through Henkel's professional network, and the Ulta Beauty expansion marked a move beyond professional-only channels.