Collection: Directions Hair Dye by La Riche - Bold Semi-Permanent Colour

A long-standing favourite in the alternative scene, Directions by La Riche is known for fun, expressive colour at a great price - with several cult-status shades loved by hair dye aficionados across the punk, goth, and alternative communities.

Shop Directions Hair Dye by Colour

• Purple hair dye - including the legendary Plum shade, a firm favourite for rich, wearable purple, as well as the newer Deep Purple which has quickly gained status.
• Pink hair dye - from soft Pastel Pink to vivid Cerise and the beautiful Carnation Pink.
• Blue hair dye - strong, bright blues including Turquoise and Atlantic Blue.
• Green hair dye - vibrant greens like Alpine Green and Apple Green for bold, unmistakable colour.
• Red hair dye - fiery reds, warm coppers, and deep burgundy tones including Flame.
• Black hair dye - deep, rich black for maximum drama.
• Neon & fluorescent hair dye - high-impact shades that glow under UV, perfect for festivals and club looks.

Want to browse beyond this brand? Head back to our vibrant semi-permanent hair dye collection to explore all colours and brands.

Directions Hair Dye - Bold, Vibrant Semi-Permanent Colour

Directions hair dye by La Riche has been a staple of the alternative scene for generations. From punk gigs to gothic clubs and festival fields, it's the go-to choice for anyone who wants bright, expressive hair colour without spending a fortune. Kate's Clothing is a UK stockist of the full Directions range, with fast dispatch and free exchanges on every order.

Known for its huge shade range and reliable pigment payoff, Directions specialises in vibrant semi-permanent hair dye that lets you change your look as often as your mood. With over 30 shades available - from electric blues and vivid purples to warm coppers, deep blacks, and neon brights - there's a Directions colour for every person and every occasion.

Why choose Directions hair dye?

• Vibrant semi-permanent colour at an accessible price point
• Huge range of bright, bold and alternative shades
• Deposit-only dye - no developer required
• 100% vegan and cruelty-free - PETA certified
• Perfect for experimentation, colour layering and mixing
• A long-standing favourite in punk, goth and alt communities

How Directions semi-permanent hair dye works

Directions is a semi-permanent, deposit-only hair dye. That means it coats the hair rather than permanently changing its structure - no peroxide or developer involved, just direct colour applied straight from the pot. It's one of the reasons Directions is considered one of the gentler options for experimenting with colour.

For the brightest, most true-to-shade results, Directions colours work best on light or pre-bleached hair. On darker or brown hair, you'll usually get a subtle tint or coloured sheen rather than full vibrancy - which can still look beautiful, just more understated.

Choosing your Directions shade

Directions is famous for its extensive colour range, including electric blues, teals and turquoise shades; bright reds, oranges and fiery tones; vivid purples and pinks; greens from toxic to emerald; neon and ultra-bright colours; and darker, moodier shades for alternative looks. Specific cult favourites include Plum, Cerise, Apple Green, Flame, and Turquoise - but with over 30 shades in the range there's plenty to explore.

Directions dyes are also popular for mixing and customising colours, making them ideal if you like to experiment or fine-tune your exact shade.

FAQs

How long does Directions hair dye last?

Directions semi-permanent hair dye typically lasts around 3 - 8 washes, depending on your hair type, shade, and routine. Brighter and pastel shades tend to fade faster, while deeper colours like Plum last longer. Washing with cool water and a sulphate-free shampoo will extend the life of any shade.

Does Directions hair dye damage hair?

Directions dye is deposit-only and contains no developer, peroxide, or ammonia, so it's generally considered one of the gentler hair colour options available. Any damage associated with vibrant colour results typically comes from bleaching beforehand rather than the dye itself.

How do I use Directions hair dye?

Apply Directions to clean, dry or towel-dried hair - the drier the hair, the more intense the result. Work the colour through evenly, leave for 15 - 30 minutes (longer for deeper colour deposit), then rinse with cool water until it runs clear. No mixing, no developer, no fuss. Always do a patch test 48 hours before use.

Will Directions hair dye work on dark or brown hair?

It will deposit colour on dark hair, but the results will be more subtle - a tinted sheen or deeper tone rather than the vivid colour you'd see on bleached or light hair. For full vibrancy, a lighter base gives the best results. Some darker Directions shades (deep purples, blacks, and dark reds) can show more noticeably on brunette hair than pastels or neons.

Do I need to bleach my hair before using Directions?

You don't need to bleach your hair to use Directions - but if maximum brightness is the goal, a lighter base will give the most vibrant results. On unbleached dark hair, expect a coloured tint rather than full neon colour.

Can I mix Directions hair dye colours?

Yes - Directions colours mix well together, which makes them especially popular with people who like to experiment or create custom shades. Patch testing is always recommended, especially when mixing colours.

Is Directions hair dye vegan and cruelty-free?

Yes - La Riche Directions is 100% vegan and cruelty-free. The formula contains no animal products, is never tested on animals, and is PETA-certified. It's also free from ammonia, peroxide, and PPD, making it one of the more ethically conscious choices in the semi-permanent hair dye market.

How do I make Directions colour last longer?

• Rinse with cool water rather than hot
• Use a sulphate-free or colour-safe shampoo
• Wash hair less frequently
• Avoid excessive heat styling
• Top up the colour before it fades completely for a more even result

Is Directions hair dye better than Manic Panic?

Both are excellent semi-permanent direct dyes with loyal followings in the alternative community. Directions is generally considered better value for money and has a slightly larger shade range. Manic Panic has some intense longer lasting pigments, a strong following and some people find certain shades more vibrant. Honestly, both perform well - it often comes down to personal preference and which specific shade you're after. Many people use both.

Where can I buy Directions hair dye in the UK?

Kate's Clothing is a fully authorised UK stockist of the La Riche Directions range, with the full colour selection available for fast UK dispatch. Most orders leave us the same or next working day.