whats new | TruBeauty Concepts

Stock up & Save — Enjoy up to 30% Off Liters!

(19 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
143491 SDL-03-RCM16 SDL-03-RCM16 1 Sulfate-Free Reparative Mask 16.9 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Reconstruction Sulfate-Free Reparative Mask 16.9 Fl. Oz. alfaparfmilano/alfaparfmilanosemidilinoreconstructionsulfatefreereparativemask16oz.jpg Bonus Deal Available 30.00 30.00 21.00 True True Valid Thru 02/28/26 False False 21.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Reconstruction Sulfate-Free Reparative Mask the line that repairs, reconstructs, and strengthens the hair fiber has been renewed and repackaged with 70% recycled plastic. True Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Reconstruction Sulfate-Free Reparative Mask

16.9 Fl. Oz.

SKU SDL-03-RCM16

Promotional ItemLog in to view pricing!
Quick View
176410 APF-25-JFETS APF-25-JFETS 1 Experience the Shine Effect Kit 13 pc. Alfaparf Milano Alfaparf Milano Experience the Shine Effect Kit 13 pc. alfaparfmilano/jf26ameocshineeffectlaunchkit13pcbxgytb.jpg Bonus Deal Available 100.00 100.00 100.00 False True Valid Thru 02/28/26 False False 0.00 True False Diversion contract is required Alfaparf Milano Experience the Shine Effect Kit includes color and support tools.
Purchase:
12 Shine Effect Permanent Color 2.06 oz. (Your Choice)
Receive FREE:
1 Essential Colorist Kit 14 pc. True Log in to view pricing! False

Alfaparf Milano
Experience the Shine Effect Kit

Promotional ItemLog in to view pricing!
View Details
175085 LSD-03-LW8 LSD-03-LW8 1 Liquid Glass Lamellar Water 8.45 Fl. Oz. Alfaparf Milano Alfaparf Milano Lisse Design Keratin Therapy Liquid Glass Lamellar Water 8.45 Fl. Oz. alfaparfmilano/apldktliquidglasslamellarwater8.45floz.jpg Bonus Deal Available 20.00 20.00 20.00 False False False False 0.00 False False Diversion contract is required Alfaparf Milano Lisse Design Keratin Therapy Liquid Glass Lamellar Water gives extreme shine and maximum softness, perfectly detangling without weighing the hair down. True Log in to view pricing! False

Alfaparf Milano
Lisse Design Keratin Therapy Liquid Glass Lamellar Water

8.45 Fl. Oz.

SKU LSD-03-LW8

Log in to view pricing!
Quick View
137695 LSD-03-LMC33 LSD-03-LMC33 1 Maintenance Conditioner Liter Alfaparf Milano Alfaparf Milano Lisse Design Keratin Therapy Maintenance Conditioner Liter alfaparfmilano/apktldmaintainenceconditionerliternfr.jpg Bonus Deal Available 53.00 53.00 53.00 False False False False 0.00 False False Diversion contract is required Alfaparf Milano Lisse Design Keratin Therapy Maintenance Conditioner is specific for after the smoothing service. True Log in to view pricing! False

Alfaparf Milano
Lisse Design Keratin Therapy Maintenance Conditioner

Liter

SKU LSD-03-LMC33

Log in to view pricing!
Quick View
137630 LSD-02-LMS33 LSD-02-LMS33 1 Maintenance Shampoo Liter Alfaparf Milano Alfaparf Milano Lisse Design Keratin Therapy Maintenance Shampoo Liter alfaparfmilano/apktldmaintainenceshampooliternfr.jpg Bonus Deal Available 52.00 52.00 52.00 False False False False 0.00 False False Diversion contract is required Alfaparf Milano Lisse Design Keratin Smooth Maintenance Shampoo is specifically for after the smoothing service and gives you luxury of being who you want to be. True Log in to view pricing! False

Alfaparf Milano
Lisse Design Keratin Therapy Maintenance Shampoo

Liter

SKU LSD-02-LMS33

Log in to view pricing!
Quick View
175301 LSD-19-MSC LSD-19-MSC 1 Lisse Design Keratin Therapy Maintenance Shampoo + Conditioner Kit 2 pc. Alfaparf Milano Alfaparf Milano Lisse Design Keratin Therapy Maintenance Shampoo + Conditioner Kit 2 pc. alfaparfmilano/apkeratintherapylissedesignmaintenanceshampooplusconditionerkit2pc.jpg Bonus Deal Available 34.00 34.00 34.00 False False False False 0.00 False False Diversion contract is required Alfaparf Milano Lisse Design Keratin Therapy Maintenance Shampoo + Conditioner Kit includes shampoo and conditioner.
Includes:
1 Maintenance Shampoo 8.45 oz.
1 Maintenance Conditioner 8.45 oz. True Log in to view pricing! False

Alfaparf Milano
Lisse Design Keratin Therapy Maintenance Shampoo + Conditioner Kit

2 pc.

SKU LSD-19-MSC

Log in to view pricing!
Quick View
175300 LSD-19-MLW LSD-19-MLW 1 Lisse Design Keratin Therapy Maintenance Shampoo + Lamellar Water Kit 2 pc. Alfaparf Milano Alfaparf Milano Lisse Design Keratin Therapy Maintenance Shampoo + Lamellar Water Kit 2 pc. alfaparfmilano/apkeratintherapylissedesignmaintenanceshampoopluslamellarwaterset2pc.jpg Bonus Deal Available 36.00 36.00 36.00 False False False False 0.00 False False Diversion contract is required Alfaparf Milano Lisse Design Keratin Therapy Maintenance Shampoo + Lamellar Water Kit includes shampoo and treatment.
Includes:
1 Liquid Glass Lamellar Water 8.45 oz.
1 Maintenance Shampoo 8.45 oz. True Log in to view pricing! False

Alfaparf Milano
Lisse Design Keratin Therapy Maintenance Shampoo + Lamellar Water Kit

2 pc.

SKU LSD-19-MLW

Log in to view pricing!
Quick View
175086 LSD-11-LSF33 LSD-11-LSF33 1 Smoothing Cream Liter Alfaparf Milano Alfaparf Milano Lisse Design Keratin Therapy Smoothing Cream Liter alfaparfmilano/alfaparf-milano_lisse-design_smoothing-cream_liter.jpg Bonus Deal Available 250.00 250.00 250.00 False False False False 0.00 False False Diversion contract is required Alfaparf Milano Lisse Design Keratin Therapy is a smoothing treatment with a creamy texture that makes it easy to apply with precision and distribute through the hair. True Log in to view pricing! False

Alfaparf Milano
Lisse Design Keratin Therapy Smoothing Cream

Liter

SKU LSD-11-LSF33

Log in to view pricing!
Quick View
175302 LSD-19-KTLD LSD-19-KTLD 1 Lisse Design Keratin Therapy Smoothing Treatment Kit 3 pc. Alfaparf Milano Alfaparf Milano Lisse Design Keratin Therapy Smoothing Treatment Kit 3 pc. alfaparfmilano/alfaparf-milano_lisse-design_smoothing-treatment-kit.jpg Bonus Deal Available 47.00 47.00 47.00 False False False False 0.00 False False Diversion contract is required Alfaparf Milano Lisse Design Keratin Therapy Smoothing Treatment Intro includes cream, shampoo, and treatment.
Includes:
1 Smoothing Cream 3.38 oz.
1 Maintenance Shampoo 0.67 oz.
1 Liquid Glass Lamellar Water 0.67 oz. True Log in to view pricing! False

Alfaparf Milano
Lisse Design Keratin Therapy Smoothing Treatment Kit

3 pc.

SKU LSD-19-KTLD

Log in to view pricing!
Quick View
174999 SDL-12-BDC6 SDL-12-BDC6 1 Blow Dry Cream 6.76 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Style&Care Blow Dry Cream 6.76 Fl. Oz. alfaparfmilano/alfaparf25styleandcaresdlblowdrycream676oz.jpg Bonus Deal Available 15.00 15.00 15.00 False False False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Style&Care Blow Dry Cream is a cream which makes blow-drying easier and faster. True Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Style&Care Blow Dry Cream

6.76 Fl. Oz.

SKU SDL-12-BDC6

Log in to view pricing!
Quick View
175006 SDL-12-DW3 SDL-12-DW3 1 Defining Wax 2.53 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Style&Care Defining Wax 2.53 Fl. Oz. alfaparfmilano/alfaparf25sdldefiningwax26oz.jpg Bonus Deal Available 13.00 13.00 13.00 False False False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Style&Care Defining Wax is a medium hold soft wax for defined yet flexible results. True Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Style&Care Defining Wax

2.53 Fl. Oz.

SKU SDL-12-DW3

Log in to view pricing!
Quick View
175008 SDL-12-FG5 SDL-12-FG5 1 Frozen Gel 5.25 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Style&Care Frozen Gel 5.25 Fl. Oz. alfaparfmilano/alfaparf25styleandcaresdlfrozengel525oz.jpg Bonus Deal Available 15.00 15.00 15.00 False False False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Style&Care Frozen Gel is an extra-strong hold gel perfect for creating long-lasting ice effect looks. True Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Style&Care Frozen Gel

5.25 Fl. Oz.

SKU SDL-12-FG5

Log in to view pricing!
Quick View
175007 SDL-12-FC3 SDL-12-FC3 1 Funk Clay 3.04 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Style&Care Funk Clay 3.04 Fl. Oz. alfaparfmilano/alfaparf25sdlfunkclay35oz.jpg Bonus Deal Available 13.00 13.00 13.00 False False False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Style&Care Funk Clay is a strong hold clay-based styling paste which shapes, separates and defines. True Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Style&Care Funk Clay

3.04 Fl. Oz.

SKU SDL-12-FC3

Log in to view pricing!
Quick View
175000 SDL-12-GP3 SDL-12-GP3 1 Glossy Pomade 3.04 Fl. Oz. Alfaparf Milano Alfaparf Milano Semi Di Lino Style&Care Glossy Pomade 3.04 Fl. Oz. alfaparfmilano/alfaparf25styleandcaresdlglossypomade32oz.jpg Bonus Deal Available 13.00 13.00 13.00 False False False False 0.00 False False Diversion contract is required Alfaparf Milano Semi Di Lino Style&Care Glossy Pomade is a wax pomade which gives an extra glossy finish to the hair. False Log in to view pricing! False

Alfaparf Milano
Semi Di Lino Style&Care Glossy Pomade

3.04 Fl. Oz.

SKU SDL-12-GP3

Log in to view pricing!
Quick View