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.

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!