About us

The makers of bold, expressive semi-permanent hair colour since 1981

For over 45 years, Directions has been the go-to name for vibrant, statement-making hair colour – made for every mood, moment and form of self-expression.

With a fierce commitment to cruelty-free, vegan-friendly products, sustainable production and hair-friendly formulas, our iconic range is founded on decades of dedicated colour expertise.

Manufactured by our in-house master mixologists in the UK. Beloved by our global community of DIY colourists and salon professionals. Directions is the name you trust for semi-permanent hair dye that really delivers on quality, care and principles.

Our core values

At Directions, everything we do is guided by a core set of values that reflect who we are and why we do what we do. These shape our products, our community and our commitment to bold, ethical colour.

Empowering self-expression: From vivid hair colours across the entire spectrum, to our range of colour care products and accessories – we give our customers the choice and tools to express their individuality with ease.
Expertise in every strand: Formulation is an art and a science that we’ve mastered over 4+ decades. This expertise ensures colours with vibrant intensity and strong longevity, while still looking after your hair’s health.
Always ethical: We’re 100% vegan-friendly and cruelty-free – no exceptions. None of our products have been tested on animals or contain animal products – that’s how it’s always been and always will be.
Protecting our planet: We believe in sustainable production at all times. Our pots are made with 100% recycled PET plastic, so by choosing Directions you are not only kind to your hair, but the environment too!
Colour for everyone: Bold hair colour is for everyone. We welcome all styles, identities and backgrounds in our worldwide community, so you can express yourself without limits or barriers.
Caring for our community: Whether you’re a DIY colourist or a professional salonist – we are proactive in providing expert advice and assistance to our amazing community to help make the most of our iconic colours.

Join the Directions community

Tag us, share your looks and connect with a growing global community of colour lovers who live to express themselves.
Because Directions is more than hair dye – it’s showing the world who you are.

FREE UK delivery on orders over £30

Rated excellent on Reviews.io

Save as you spend with Directions Rewards

From the blog

Dive into these must-read articles from our blog.

The Directions Hair Ultimate Guide to Choosing, Applying and Maintaining Yellow Hair Dye

Aug 7, 2026 | 12 min read How-To Guides

Your Ultimate Guide to Yellow Hair Dye

Yellow is anything but mellow. A colour that dazzles, glows and pops in every situation, yellow is the shade made for those who live to light up the room. In this essential guide to yellow hair dye, we’ll share our top tips for choosing your perfect tone and helping it shine all morning, noon and night.

Directions Hair

The home of semi-permanent hair colour

Aug 3, 2026 | 3 min read News & Events

They’re Finally Here: Meet Our 6 NEW Colours for 2026

You asked. We listened. Meet the 6 newest shades in the Directions range, expanding our collection to an incredible 60 colours!

The Directions Hair Ultimate Guide to Choosing, Applying and Maintaining Green Hair Dye

Jul 24, 2026 | 13 min read How-To Guides

Your Ultimate Guide to Green Hair Dye

Ready to give your hair the green light? From the brightest limes and neon greens, to deep, luxurious emeralds and forest greens – these are shades made for the brave and refuse to blend into the background. In this essential guide to green hair dye, we run down all you need to choose, apply and maintain a look that will make everyone jealous.

Directions Hair

The home of semi-permanent hair colour

Jul 21, 2026 | 12 min read How-To Guides

Your Ultimate Guide to Black Hair Dye

Sleek, intense, timeless. Black is the classic choice for looks full of depth, drama and a touch of mystery. It frames the face, deepens every feature, and carries an air of quiet confidence like no other shade – and in this guide, we’ll share all you need to know about choosing, applying and caring for your perfect black hair dye.

Directions Hair

The home of semi-permanent hair colour

Jul 18, 2026 | 13 min read How-To Guides

Your Ultimate Guide to Purple Hair Dye

Bold, creative and endlessly versatile, purple is one of the most sought-after alternative hair colours. From soft lavender and lilac hues, to vivid violets and rich plum shades, here’s everything you need to know about finding, applying and caring for your preferred purple hair dye.

Directions Hair

The home of semi-permanent hair colour

Jul 15, 2026 | 13 min read How-To Guides

Your Ultimate Guide to Blue Hair Dye

Cool-toned, eye-catching and undeniably bold, blue hair is a go-to choice for those looking to make a statement. Whether you want your hair to shine like a clear summer sky, or evoke the depth and mystery of the deep blue sea – this guide covers everything you need to know about choosing, applying and maintaining your ultimate blue hair dye.

Directions Hair

The home of semi-permanent hair colour