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VAT Free sales explained header

During our VAT Free Sale you'll still be charged VAT (as that's the law!) but the total amount you pay is as if we had not charged it. For example, if a product normally sells for £100.00 (excluding VAT) the total you normally pay is £120.00 (including VAT). When we have a VAT Free Sale, we discount the price down to £83.32 (excluding VAT) so the total you pay is £100.00 (including VAT), which is the same as the normal selling price, but without the VAT.

The VAT Free (equivalent) discount is 16.68% as it is applied to the pre-VAT price of the goods.

Please see example basket screenshots below showing the difference between an order without the VAT Free discount and the same order with the discount applied. The total amount to pay is now the same as the subtotal prior to the discount being applied. This means that we are still able to give you a VAT receipt so that you can claim it back if you are registered.

Before and after code is applied

VAT Free offer explained before code
Vat Free Offer Explained with code

Still not sure? Let us know! We are happy to help...

Website Customer Services

Opening Times

Monday - Friday: 9am-5pm

Saturday - Sunday: Closed

Terms & Conditions

Store VAT Free Open Days: Subject to a £40+VAT minimum spend. This VAT Free offer means the total payable is the pre-VAT total of the merchandise. This offer cannot be used in conjunction with Privilege Points, 4+1 promotions, Salon Furniture & Equipment, K18, Olaplex or College Kits. VAT Free promotion is available in selected participating Capital stores only. Please refer to marketing communications for details. Open to personal callers only & does not apply to Click & Collect orders. If you’re VAT registered you can still reclaim your VAT!

Salon Furniture & Equipment, College Kits, K18, Olaplex and shipping are excluded from VAT Free promotions.

Full terms and conditions here.