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.

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From the blog

Dive into these must-read articles from our blog.

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

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

Jun 9, 2026 | 12 min read How-To Guides

Your Ultimate Guide to Pink Hair Dye

From Barbiecore to punk rock – pink dominates pop culture and has become one of the most popular alternative hair colours. Whether it’s a soft pastel pink, an eye-popping hot pink, or a luxurious rose gold, here’s your essential guide to finding, applying and maintaining your perfect pink hair dye.

Directions Hair

The home of semi-permanent hair colour

Jun 5, 2026 | 12 min read How-To Guides

Your Ultimate Guide to Brown Hair Dye

Whoever said brown was boring? From lighter shades of beige, hazel and ash, to the rich depth of mahogany, auburn and chocolate. These tones are timeless yet contemporary, and the right brown makes a big impression. Here, we share our tips for finding your best brunette, explain how to dye your hair brown at home, and show you how to get the most out of your favourite shade.

Directions Hair

The home of semi-permanent hair colour

Jun 1, 2026 | 10 min read How-To Guides

Your Ultimate Guide to Orange Hair Dye

Classy coppers and punchy peaches, to rich auburns and pumpkin tones. The best orange hair dyes spark life into your look and unleash your inner fire. We share our top tips for choosing, applying and maintaining orange hair colours, so you can bring the heat all year round.

Directions Hair

The home of semi-permanent hair colour

May 15, 2026 | 9 min read How-To Guides

Your Ultimate Guide to Red Hair Dye

Light strawberry blondes, deep cherry reds, luxury ruby tones – there’s a shade of red hair dye for everyone. We explain everything you need to know about choosing, applying and maintaining your perfect red, so you can share your fire with the world!

Directions Hair

The home of semi-permanent hair colour