Directions Semi-Permanent Hair Toners

Directions doesn’t have a specific longevity on the hair, as this will depend on your specific hair type, how often you wash your hair, and the products you use.

Since our hair toners have a semi-permanent formula, they will gradually fade over time, especially if exposed to heat styling, washing or excessive sunlight. To extend the vibrancy, consider using colour-safe shampoos and conditioners.

No, toner does not lighten hair. Instead, it works to refine the existing colour by neutralising unwanted warm tones.

If you need to lighten your hair, you'll need to use bleach or a hair lightening product first. Toner is best used after lightening to achieve a cooler, more neutral shade.

To achieve the best results with white hair toner, your hair should be lightened to at least a level 8 blonde (light blonde) or lighter. If your hair is still dark, toner won’t be very effective, and you may need to bleach it first to achieve the desired results. 

For platinum blonde or silver tones, hair should be pre-lightened to a very pale blonde or near-white level.

For the most effective results, we recommend applying to bleached hair that needs the removal of brassy tones. If you want to tone darker hair, you should lighten it first. 

Toner may help add cool highlights or subtle shifts to darker hair colours, but it’s most effective when applied to lighter bases.

Yes. Directions hair toners are fully mixable with our other semi-permanent hair colours, and you can blend these to create unique pale and pastel shades.

For example, combining toner with our pink or purple hues can give you a cool, pastel lavender or soft pink tint.

Hair toner helps achieve platinum blonde shades by neutralising the yellow and brassy undertones often left behind after bleaching. It refines the blonde colour to a cooler, more neutral tone, helping you achieve the crisp, icy platinum look you desire. Without toner, platinum blonde can often appear yellowish or uneven.

To make your hair toner last longer, use sulphate-free, colour-safe shampoos and conditioners. Avoid washing your hair too often – 2-3 times per week maximum – and always use cool water to rinse your hair. 

Furthermore, try limiting the use of heat styling tools and protect your hair from UV exposure with products that offer sun protection.

To remove toner from your hair faster, you can use a clarifying shampoo, which helps to strip away any toner or product buildup. Be cautious, as frequent use of clarifying shampoo can dry out your hair. 

You can also rinse with warm water to encourage the toner to fade more quickly, but always follow up with a deep conditioner to maintain hair health.

Yes, Directions hair toner is safe for home use. It’s free from ammonia, peroxide, and other harsh chemicals, making it gentle on your hair and scalp. 

Just follow the instructions carefully, perform a strand test before full application, and ensure you’re using the toner on pre-lightened or blonde hair for the best results.

To prevent toner from bleeding, make sure to rinse your hair thoroughly after application until the water runs clear. Avoid using conditioner immediately after toning, as it can cause the toner to bleed out. 

We recommend using towels, sheets and bedding until the toner settles and stops bleeding.

No, all Directions hair toners are cruelty-free. We are proud to be PETA-certified, meaning that none of our products have been tested on animals, and we maintain a strong commitment to ethical and sustainable practices in all aspects of our hair toner development.

If toning doesn’t turn out as expected, don’t panic! You can try using a clarifying shampoo to help remove some of the toner. If you're unhappy with the results, consider reapplying a different toner to adjust the tone.

Always perform a strand test beforehand to ensure you're happy with the colour. For more complex issues, it’s always a good idea to consult with a professional.

While Directions hair toners are ammonia and peroxide-free, we recommend consulting with your healthcare provider before using any hair colour or toner during pregnancy or breastfeeding.

If you have any concerns, it's best to be cautious and avoid using these products at this time.

Once opened, we recommend using your pot of Directions hair toner within 12 months. Unopened, white hair dye can have a shelf life of up to 3 years.

However, this may vary depending on exposure to sunlight or heat, so please perform a strand test before every use.

It is at the customer's discretion to use our white hair colours and toners past these estimates. Directions does not take any responsibility for poor results caused by product expiration.

Delivery times depend on your location and the shipping method chosen. We do everything we can to get your order to you as quickly as possible. 

For more details, please visit our Delivery & Shipping page.

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.

Yes. All of our hair toners and white hair colours can be purchased as individual pots or as a 4-pack at a discount rate.

We accept most major credit cards and online payment methods to purchase our white hair toners, including VISA, Mastercard, American Express and registered PayPal accounts.

If you wish to return your pots of hair toner for whatever reason, please refer to our dedicated Returns Policy.