whats new | TruBeauty Concepts

May/June Magazine Now Available!

Discover The Latest May/June Deals!

(54 Items)

175714 AMEOCShineEffectMaster AMEOCShineEffectMaster 1 Shine Effect Permanent Color Click to View Colors Alfaparf Milano Alfaparf Milano Evolution of Color³ Shine Effect Permanent Color Click to View Colors alfaparfmilano/alfaparfeocshineffectmaster.jpg Bonus Deal Available 0.00 0.00 0.00 False False False False 0.00 True False Diversion contract is required Alfaparf Milano Evolution of Color³ Shine Effect Permanent Color is a new Ammonia and MEA free permanent color designed to deliver luminous, natural-looking results with superior shine. True Log in to view pricing! False

Alfaparf Milano
Evolution of Color³ Shine Effect Permanent Color

Log in to view pricing!
View Details
179190 LCO-19-GK LCO-19-GK 1 Lights Co Glow Kit 3 pc. Alfaparf Milano Alfaparf Milano Lights Co Glow Kit 3 pc. alfaparfmilano/alfaparflightscoglowkit.jpg Bonus Deal Available 34.00 34.00 34.00 False True Valid Thru 06/30/26 False False 0.00 False False Diversion contract is required Alfaparf Milano Lights Co Glow Kit includes shampoo, conditioner, and hand cream. True Log in to view pricing! False

Alfaparf Milano
Lights Co Glow Kit

3 pc.

SKU LCO-19-GK

Promotional ItemLog in to view pricing!
Quick View
179191 LCO-19-NK LCO-19-NK 1 Lights Co Nourish Kit 3 pc. Alfaparf Milano Alfaparf Milano Lights Co Nourish Kit 3 pc. alfaparfmilano/alfaparflightsconourishkit.jpg Bonus Deal Available 35.00 35.00 35.00 False True Valid Thru 06/30/26 False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Lights Co Nourish Kit includes shampoo, mask, and hand cream. True Log in to view pricing! False

Alfaparf Milano
Lights Co Nourish Kit

3 pc.

SKU LCO-19-NK

Promotional ItemLog in to view pricing!
Quick View
179195 LCO-19-RK LCO-19-RK 1 Lights Co Rescue Kit 3 pc. Alfaparf Milano Alfaparf Milano Lights Co Rescue Kit 3 pc. alfaparfmilano/alfaparflightscorescuekit.jpg Bonus Deal Available 35.00 35.00 35.00 False True Valid Thru 06/30/26 False False 0.00 False False Diversion contract is required Alfaparf Milano Lights Co Rescue Kit includes shampoo, mask, and hand cream. True Log in to view pricing! False

Alfaparf Milano
Lights Co Rescue Kit

3 pc.

SKU LCO-19-RK

Promotional ItemLog in to view pricing!
Quick View
179204 LCO-21-TCE LCO-21-TCE 1 Lights Co The Complete Edit Alfaparf Milano Alfaparf Milano Lights Co The Complete Edit alfaparfmilano/mj26alfaparfmilanolightscobackwashpluscomedit.jpg Bonus Deal Available 518.00 518.00 518.00 False True Valid Thru 06/30/26 False False 0.00 False False Diversion contract is required Alfaparf Milano Lights Co The Complete Edit includes shampoo, conditioner, mask, serum, oil, cream, spatula, towel, bowl, and brushes. True Log in to view pricing! False

Alfaparf Milano
Lights Co The Complete Edit

SKU LCO-21-TCE

Promotional ItemLog in to view pricing!
Quick View
179203 LCO-25-MJLCO LCO-25-MJLCO 1 Lights Co Trio Edit 12 pc. Alfaparf Milano Alfaparf Milano Lights Co Trio Edit 12 pc. alfaparfmilano/mj26apmsemidilinolightscokits.jpg Bonus Deal Available 104.00 104.00 104.00 False True Valid Thru 06/30/26 False False 0.00 False False Diversion contract is required Alfaparf Milano Lights Co Trio Edit includes shampoo, conditioner, hand cream, and mask. True Log in to view pricing! False

Alfaparf Milano
Lights Co Trio Edit

12 pc.

SKU LCO-25-MJLCO

Promotional ItemLog in to view pricing!
Quick View
179137 SDL-19-MJM SDL-19-MJM 1 Nutritive Duo Edit 3 pc. Alfaparf Milano Alfaparf Milano Nutritive Duo Edit 3 pc. alfaparfmilano/alfaparfnutritiveduoedit3pc.jpg Bonus Deal Available 30.45 30.45 30.45 False True False False 0.00 False False Diversion contract is required Alfaparf Milano Nutritive Duo Edit includes shampoo, mask, and bag.
Includes:
1 Semi Di Lino Moisture Nutritive Low Shampoo 8.45 oz.
1 Semi Di Lino Moisture Nutritive Mask 6.98 oz.
1 Beauty Bag True Log in to view pricing! False

Alfaparf Milano
Nutritive Duo Edit

3 pc.

SKU SDL-19-MJM

Promotional ItemLog in to view pricing!
Quick View
179138 SDL-19-MJRD SDL-19-MJRD 1 Repair Duo Edit 3 pc. Alfaparf Milano Alfaparf Milano Repair Duo Edit 3 pc. alfaparfmilano/alfaparfrepairduoedit3pc.jpg Bonus Deal Available 30.45 30.45 30.45 False True False False 0.00 False False Diversion contract is required Alfaparf Milano Repair Duo Edit includes shampoo, mask, and bag.
Includes:
1 Semi Di Lino Reconstruction Reparative Low Shampoo 8.5 oz.
1 Semi Di Lino Reconstruction Sulfate-Free Reparative Mask 6.8 oz.
1 Beauty Bag True Log in to view pricing! False

Alfaparf Milano
Repair Duo Edit

3 pc.

SKU SDL-19-MJRD

Promotional ItemLog in to view pricing!
Quick View
179094 LCO-03-BPC4 LCO-03-BPC4 1 Bond Protection Cream 4.23 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Lights Co Bond Protection Cream 4.23 Fl. Oz. alfaparfmilano/alfaparfsemidilinolightscoprotectioncream.jpg Bonus Deal Available 16.00 16.00 16.00 False True Valid Thru 06/30/26 False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Lights Co Bond Protection Cream is a reparative cream for damaged hair. False Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Lights Co Bond Protection Cream

4.23 Fl. Oz.

SKU LCO-03-BPC4

Promotional ItemLog in to view pricing!
Quick View
179090 LCO-03-BRM16 LCO-03-BRM16 1 Bond Rescue Mask 16.9 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Lights Co Bond Rescue Mask 16.9 Fl. Oz. alfaparfmilano/alfaparfsemidilinolightscorescuemask16.9oz.jpg Bonus Deal Available 36.00 36.00 36.00 False True Valid Thru 06/30/26 False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Lights Co Bond Rescue Mask is a reparative mask for damaged hair. False Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Lights Co Bond Rescue Mask

16.9 Fl. Oz.

SKU LCO-03-BRM16

Promotional ItemLog in to view pricing!
Quick View
179090 LCO-03-BRM6 LCO-03-BRM6 1 Bond Rescue Mask 6.76 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Lights Co Bond Rescue Mask 6.76 Fl. Oz. alfaparfmilano/alfaparfsemidilinolightscorescuemask.jpg Bonus Deal Available 18.00 18.00 18.00 False True Valid Thru 06/30/26 False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Lights Co Bond Rescue Mask is a reparative mask for damaged hair. True Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Lights Co Bond Rescue Mask

6.76 Fl. Oz.

SKU LCO-03-BRM6

Promotional ItemLog in to view pricing!
Quick View
179092 LCO-03-EBSV LCO-03-EBSV 1 Essential Bonding Serum 6 x 0.44 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Lights Co Essential Bonding Serum 6 x 0.44 Fl. Oz. alfaparfmilano/alfaparfsemidilinoessentialbondingserum.jpg Bonus Deal Available 19.00 19.00 19.00 False True Valid Thru 06/30/26 False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Lights Co Essential Bonding Serum is a rinse-off serum with a powerful reparative action for damaged hair. True Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Lights Co Essential Bonding Serum

6 x 0.44 Fl. Oz.

SKU LCO-03-EBSV

Promotional ItemLog in to view pricing!
Quick View
179123 LCO-03-ENSV LCO-03-ENSV 1 Essential Nourish Serum 6 x 0.44 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Lights Co Essential Nourish Serum 6 x 0.44 Fl. Oz. alfaparfmilano/alfaparflightsconourishserum.jpg Bonus Deal Available 19.00 19.00 19.00 False True Valid Thru 06/30/26 False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Lights Co Essential Nourish Serum is a rinse-off serum with a powerful nourishing action for dry hair. True Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Lights Co Essential Nourish Serum

6 x 0.44 Fl. Oz.

SKU LCO-03-ENSV

Promotional ItemLog in to view pricing!
Quick View
179103 LCO-03-ESSV LCO-03-ESSV 1 Essential Shine Serum 12 x 0.44 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Lights Co Essential Shine Serum 12 x 0.44 Fl. Oz. alfaparfmilano/alfaparfglowshineserum.jpg Bonus Deal Available 38.00 38.00 38.00 False True Valid Thru 06/30/26 False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Lights Co Essential Shine Serum is a rinse-off serum with a powerful illuminating effect for all hair types. True Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Lights Co Essential Shine Serum

12 x 0.44 Fl. Oz.

SKU LCO-03-ESSV

Promotional ItemLog in to view pricing!
Quick View
179099 LCO-03-GC6 LCO-03-GC6 1 Glow Dual Conditioner 6.76 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Lights Co Glow Dual Conditioner 6.76 Fl. Oz. alfaparfmilano/alfaparflightcoglowconditioner.jpg Bonus Deal Available 17.00 17.00 17.00 False True Valid Thru 06/30/26 False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Lights Co Glow Dual Conditioner is a 2-in-1 illuminating conditioner for all hair types. True Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Lights Co Glow Dual Conditioner

6.76 Fl. Oz.

SKU LCO-03-GC6

Promotional ItemLog in to view pricing!
Quick View