Frequently asked questions

All our products are 100% cruelty-free. 

We’re proud to be PETA Cruelty-Free & Vegan certified, which means that nothing in the Directions range has ever been tested on animals, and never will be.

This may vary depending on your hair.

Your hair type and its condition will affect how long our colour stays at its most vibrant. It’s worth noting that some of our colours may leave a permanent stain in blonde or bleached hair. If you’re unsure, we always recommend getting advice from a professional colourist.

As a rule, we recommend using colours darker than your current shade.

Without pre-lightening your hair, some of our colours will only create a tint, rather than full, vibrant coverage. Our How-To Guides are full of hair colour tips and tricks, but if you’re unsure about anything, always consult a specialist.

If your tub has the incorrect colour name on the top sticker or a gold label, then please contact us. If the correct colour name is displayed and your tub has a silver label, it's important to note before contacting us that the colour of the formula doesn't reflect the colour result that will be achieved on the hair.

We like customers to know that some of our colours may appear darker or different in the tub as advertised – this is because the colour you choose should be based on the result that will be seen on the hair and not the formula colour.

For example, Turquoise can look more like a dark blue, and White Toner has a purple formula.

The best way to determine the colour result is via a strand test. If your strand test still produces an unsatisfactory colour result, then please contact us so we can help further.

Due to the semi-permanent nature of Directions hair dyes, you may experience colour transfer after application.

Please ensure you wash your hair until the water runs clear, with our colour-protecting shampoo & cool water, to lower the risk of colour bleeding.

We also recommend avoiding using conditioner-based products, due to the conditioner base in our dyes.

Use old towels, clothing and bedding until the colour stops bleeding to help avoid staining surfaces.

Once opened, we recommend using your pot of Directions hair colour within 12 months.

If unopened, your pot can have a shelf life of up to 3 years.

However, this can vary depending on exposure to any elements (e.g. sun or heat). Therefore, please ensure a strand test is performed before every use.

It is at the customer's discretion to apply colour any time beyond these estimates, and Directions will not take any responsibility for results.

Don’t panic, our How-To Guides can help.

We never recommend using colour removers or strippers. Instead, take a look at our guides for tips and tricks for removing colour faster. If you still need help, don’t hesitate to get in touch.

It’s best to be on the safe side. Although all our colours are chemical-free, we do not recommend using any of our products while pregnant or breastfeeding.

All our products are 16+ recommended.

Due to the length of time that our colours last, our products are not advisable for young children.

For any hair shade, we always recommend a strand test before application.

Because our colours are semi-permanent, they may tone grey hair instead of achieving your desired colour with 100% accuracy.

Track your delivery or get in touch with your courier.

You can keep track of your orders or contact your courier using the details provided in your despatch email. If your items still haven’t arrived within the estimated time, let us know. We’ll investigate the delay and get your items back on track.

Europe & ROW
In the event your delivery goes over 25 working days from the estimated delivery date and has not arrived, you must contact the Directions' team so that we can claim on your behalf and provide you with a full refund. Please note, this can take between 30-90 days from when the claim is processed, due to Royal Mail policy. Unfortunately, this process is outside of Directions' control, but we apologise for any inconvenience caused.

If you do not get in touch with us, after 25 working days from placing your order, we will assume your items have arrived with you and update your status as completed. This is due to some instances where tracking has not been updated.

We do everything we can to get your order to you as quickly as possible.

Exact delivery times will depend on your location and chosen shipping method. Just head to Delivery & Shipping to find out more.

In the event your order is lost in transit or goes over the delivery partner's stated policy time, we can only offer compensation once the loss has been investigated by the delivery partner. We appreciate your cooperation in the event this occurs.

For orders shipping outside of the UK, to Europe and the Rest of the World, your order may be subject to country-specific customs duties and import taxes, which will be the sole responsibility of you (the customer).

We accept pro forma, Invoice, major credit cards and online payment methods.

That includes VISA, Mastercard, American Express and registered PayPal accounts.

Hold tight, we’ll do our best to keep you updated. We’ll let you know when the item you wanted is available again as soon as possible and offer alternative options to help you in the meantime.

We’ll do everything we can to solve the issue.

We pride ourselves on the high quality of our products. However, if you have a problem with any of your purchases, please let us know.

Unless stated otherwise, discounts cannot be used in conjunction with one another. This includes codes, student discount and reward tiers.

The system will automatically choose the most beneficial discount for you, the customer. However, you may want to remove manually entered codes when shopping, as this may offer the best savings.

If you still believe your discount is valid, please contact our team so they can look into your discount further.

Should you wish to return any of our products for any reason, please read our dedicated Returns Policy.

Winners of Directions' social media competitions via Instagram, Facebook, Twitter, Threads, YouTube and/or TikTok will be entitled to their choice of prize as outlined in the list of goods within the competition description. Winners agree to be provided prizes by the company at no expense to the benefit of the winner. The winner agrees that these products will not be provided for resale. Should the winner have no use for the prize, then all products must be returned to the company at the expense of the winner.

Please read our full returns policy to understand the process in the event a prize needs to be returned. We also recommend reading our delivery information prior to entering, to ensure you are satisfied with all conditions based on your location.

Please note that in the event a prize is returned due to failed delivery, we will be unable to re-despatch unless the winner wishes to cover the cost of re-delivery.

As per our eligibility criteria above, if you are a sole trader or limited company working in hair, beauty or retail, and meet our £100 minimum order requirements, then you can become a Directions wholesaler. Please contact us if you have any specific questions about your eligibility.

Yes, we offer worldwide shipping for wholesale orders of our range of semi-permanent hair colours and wider range of products, with all orders dispatched the day after making your order. For more information, please check our dedicated delivery and shipping page.

Yes, if your salon or retail store meets our eligibility criteria, you can stock our full range of hair colours, colour care range, hair lightening kits and accessories.

When signed in as a wholesaler, you can access the vast majority of colours and products available to individual customers. The only exceptions are customer-exclusive offers, such as our Mix & Match deal, as this is only relevant on a per customer basis.

Of course, every wholesale order of our retail products must be £100 or over as per our minimum order thresholds.

When you apply to become a Directions wholesaler, we will ask for details relating to your business and location, including:

• Company name
• Business type (sole trader or limited company)
• Registered company number (if applicable)
• VAT number
• EORI number
• Country of operations

Please reach out if you have any questions before applying.