Why should you choose Directions hair colours?

Rubine Semi-Permanent Hair Colours

Q: Are any of your products tested on animals?

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.

Q: How long do Directions hair colours last?

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.

£5.50

100ml pot

SKU: RUBINE-100

Link copied!

Each pot contains 100ml semi-permanent hair colour
100% vegan-friendly and cruelty-free
All Directions colours are inter-mixable to create a new shade

Pack size

100ml pot 4x100ml pots

Build your own kit

Gloves

£0.99

Tint Brushes

£1.50

Mixing Bowls

£12.00

Towels

£11.99

A brilliantly rich ruby red that breaks the mould with glimmering hues of pink.

For the most vivid results, we recommend applying to bleached hair. The colour on the pot is a simulation of the colour on a level 10.

Soft, silky hair never goes out of style. That’s why all our colours contain a conditioning formula that nourishes hair from first application.

Part of our red hair dye range.

Ingredients

Aqua (Pure), Cetearyl Alcohol, Distearoylethyl Hydroxyethylmonium Methosulfate (and) Cetearyl Alcohol, Ceteareth-20, Propylene Glycol, Citric Acid, Methylparaben, Formic Acid, Basic Violet 16, Basic Red 51, HC Yellow No.4, Basic Violet 2, HC Blue No.15.

Product warnings

Do NOT dye eyelashes or eyebrows.
If the product comes in contact with the eyes, rinse immediately with clean water.
Colours can sometimes stain certain surfaces & materials - use with care.
Directions doesn’t have a specific longevity on the hair.
Do not mix Directions with Peroxide.
To achieve lighter shades than your current colour, we recommend seeking professional advice.
Shades may vary at the manufacturer’s discretion.

Delivery & Shipping

We aim to dispatch orders within 1-2 working days (if possible) for UK and international shipping. For full details on delivery times, costs and options for the UK, Europe and the Rest of the World, click here.

100% vegan-friendly and cruelty-free

Full mixable to create your perfect shade

Fully recyclable with zero single-use plastic

Salon-approved used by professionals

Pillarbox Red

100ml pot

£5.50

Dark Tulip

100ml pot

£5.50

Tulip

100ml pot

£5.50

Rose Red

100ml pot

£5.50

Poppy Red

100ml pots

£5.50

Vermillion Red

100ml pot

£5.50

Neon Red

100ml pot

£5.50

Shop by category

Explore the bold and vibrant world of Directions Hair.

Semi-Permanent Hair Colours

46 bold, fully mixable semi-permanent hair colours that have defined generations of self-expression.

Colour Care

Shampoos and conditioners specially formulated for longer-lasting colour and soft, shimmering strands.

Hair Lightening

Prepare your hair to embrace our full range of colours with our professional, hair-friendly Hair Lightening Kits.

Accessories

From aprons and gloves to mixing bowls and brushes – build your home colour kit with salon-quality accessories.

Promotional Items

Showcase our colours in style with our promotional items – from swatch charts to Directions calendars.

Frequently asked questions

See all FAQs

Are any of your products tested on animals?

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.

How long do Directions hair colours last?

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.

What colour would you recommend for my hair?

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.