{"title":"Directions","description":null,"products":[{"product_id":"directions-colour-protecting-conditioner","title":"Directions Colour Protecting Conditioner","description":"\u003cp\u003e\u003cstrong\u003eProduct Overview\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003eDirections Colour Protecting Conditioner is a hair conditioner specially formulated for colour-treated hair. Its purpose is to \u003cstrong\u003egently moisturize the hair\u003c\/strong\u003e while \u003cstrong\u003elocking in the depth and intensity\u003c\/strong\u003e of hair tones, helping to preserve the vibrancy of coloured hair. It is marketed as a post-colour care product to complement the Directions hair colour line. \u003c\/p\u003e\u003cp\u003eBasically, after you shampoo and rinse, you apply this conditioner to help rehydrate, smooth, and seal the hair cuticle while protecting colour from fading.\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey Features \u0026amp; Benefits\u003c\/strong\u003e\u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eFeature\u003c\/strong\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eBenefit\u003c\/strong\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eColour protection \/ tone locking\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eHelps maintain the intensity, depth, and vibrancy of your hair colour over washes. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eGentle, moisturizing formula\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eAdds softness and manageability to hair without being harsh. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eDesigned for use after colouring\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eMeant to be part of the after-colouring care routine for dyed hair. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eCompatible with Directions products\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eRecommended to be used in conjunction with Directions shampoos \/ dyes to help prolong colour. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eReliable formulation\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eUses cationic conditioning agents like Quaternium-22, and conventional emollients \/ conditioners. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eSafe usage\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eAvoid contact with eyes; rinse thoroughly if contact occurs. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eHere are the technical \/ label specs:\u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eSpecification\u003c\/strong\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eDetail\u003c\/strong\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eSize \/ Volume\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e250 ml \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eType \/ Purpose\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eColour protecting conditioner \/ hair care for colour-treated hair \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eKey Ingredients\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eAqua (Pure), Propylene Glycol, Cetearyl Alcohol, Ceteareth-20, Quaternium-22, Distearoylethyl Hydroxyethylmonium Methosulfate (and) Cetearyl Alcohol, Dimethylpabamidopropyl Laurdi­monium Tosylate, etc. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eFragrance \/ Additives\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eParfum, Benzyl Salicylate, Coumarin, Linalool, Citronellol, Hexyl Cinnamal, Limonene \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eWarnings\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eAvoid contact with eyes; rinse well if contact occurs \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eRecommended Leave-on Time\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e2–3 minutes \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy Choose This Product?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eIt is specifically \u003cstrong\u003etailored for colour-treated hair\u003c\/strong\u003e, so it supports maintaining your dye’s vibrancy rather than being a generic conditioner.\u003c\/li\u003e\n\u003cli\u003eHelps \u003cstrong\u003emoisturize and smooth\u003c\/strong\u003e hair after the potentially drying effects of colouring.\u003c\/li\u003e\n\u003cli\u003eIntegrates well with the rest of the Directions hair colour line, making it a coherent care regimen.\u003c\/li\u003e\n\u003cli\u003eHas a relatively mild but effective formula that balances conditioning agents and gentle surfactants \/ emollients.\u003c\/li\u003e\n\u003cli\u003eThe 2–3 minute leave-in time is convenient for regular usage (not a deep mask but still effective).\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Directions","offers":[{"title":"250ml","offer_id":53617501602130,"sku":"DIRC52","price":3.45,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1027\/6549\/4610\/files\/small_Directions_Colour_Protecting_Conditioner_250ml_9dd363ac7b.jpg?v=1780316546"},{"product_id":"directions-colour-protecting-shampoo","title":"Directions Colour Protecting Shampoo","description":"\u003cp\u003e\u003cstrong\u003eProduct Overview\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003eDirections Colour Protecting Shampoo is specifically formulated for \u003cstrong\u003ecolour‑treated hair\u003c\/strong\u003e. Its goal is to gently cleanse while preserving the vibrancy, depth, and longevity of hair colour, helping hair stay soft, manageable, and shiny. \u003c\/p\u003e\u003cp\u003eIt is part of the Directions “colour care” line and is designed to complement their dyes and conditioners. \u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey Features \u0026amp; Benefits\u003c\/strong\u003e\u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eFeature\u003c\/strong\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eBenefit\u003c\/strong\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eColour‑protecting formula\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eHelps reduce colour fade over multiple washes, keeping hair tones more vibrant. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eGentle cleansers\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eUses milder surfactants (e.g. Sodium Laureth Sulfate, Cocamidopropyl Betaine) to cleanse without overly stripping hair. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eSoftening \u0026amp; manageable hair\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eLeaves hair easier to comb, smoother, and less prone to tangling. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eShine enhancement\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eHelps hair look glossy and healthy, rather than dull. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eCompatible with Directions colour line\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eOptimized to work in the same system (shampoo → conditioner → dye) for best results. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eSpecification\u003c\/strong\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eDetail\u003c\/strong\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eVolume \/ Size\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e250 ml \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eIngredients\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eAqua (pure), Sodium Laureth Sulfate, Cocamidopropyl Betaine, Sodium Cocoamphodiacetate, Sodium Lauroyl Sarcosinate, Dimethylpabamidopropyl Laurdimonium Tosylate, Propylene Glycol, Parfum, Benzyl Alcohol, Citral, Coumarin, Geraniol, Linalool, Citronellol, Limonene, CI 60730, Citric Acid, Sodium Chloride. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003epH \/ Acidity\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e(Not publicly specified)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003ePackaging\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e250 ml bottle \/ tube (plastic) \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eWarning \/ Caution\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eAvoid contact with eyes; rinse immediately if contact occurs. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy Choose This Product?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eIt’s tailored specifically for colour‑treated hair, rather than being a generic shampoo.\u003c\/li\u003e\n\u003cli\u003eHelps \u003cstrong\u003eextend the life of your hair colour\u003c\/strong\u003e by using gentler cleansing agents and protective ingredients.\u003c\/li\u003e\n\u003cli\u003eLeaves hair soft, manageable, and with added shine, which is often a challenge after dyeing.\u003c\/li\u003e\n\u003cli\u003eA good pairing with Direction’s Colour Protecting Conditioner (to maintain tone \u0026amp; hydration) ensures a consistent care routine.\u003c\/li\u003e\n\u003cli\u003eIt’s widely available through haircare retailers and online shops.\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Directions","offers":[{"title":"Default Title","offer_id":53617502486866,"sku":"DIRC51","price":3.45,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1027\/6549\/4610\/files\/thumbnail_Directions_Colour_Protecting_Shampoo_250ml_6131ba0e92.png?v=1780316546"},{"product_id":"directions-hair-lightening-bleach","title":"Directions Hair Lightening Bleach","description":"\u003cp\u003e\u003cstrong\u003eProduct Overview\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDirections Hair Lightening Bleach \u003c\/strong\u003eis a powder bleach formulated to lift (lighten) hair color when mixed with a cream peroxide developer (e.g. 6 %, 9 %, 12 % depending on desired lift). \u003c\/p\u003e\u003cp\u003eIt is marketed as a “salon‑sized” bleach powder (400 g) that works in conjunction with Directions’ cream peroxide to achieve effective, salon‑quality bleaching. \u003c\/p\u003e\u003cp\u003eIt’s typically used when you want to lighten hair (for instance, prior to applying vivid \/ pastel colors) or to correct or remove pigments. \u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey Features \u0026amp; Benefits\u003c\/strong\u003e\u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eFeature\u003c\/strong\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eBenefit \/ Use\u003c\/strong\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eDust‑free, blue‑tinged powder\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eLess airborne particles, better for controlled mixing, the blue tint helps counteract yellow\/orange tones during lift. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eLarge 400 g size\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eEnough for multiple uses, suitable for full head bleaching if needed. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eProfessional grade formula\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eContains persulfates and alkalizing agents for effective lift. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eCombines with Directions cream peroxide\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eYou mix with their peroxide to activate the bleaching process. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eConditioning additives\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eThe formula includes components (e.g. guar gum, paraffinum liquidum) to improve consistency and dampen harshness. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eSpecification\u003c\/strong\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eDetail\u003c\/strong\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eNet Weight \/ Size\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e400 g powder bleach \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eKey Ingredients\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003ePotassium Persulfate, Sodium Metasilicate, Ammonium Persulfate, Sodium Stearate, Guar Gum (Cyamopsis Tetragonoloba Gum), Paraffinum Liquidum, Starch, Silica, EDTA, CI 77007 (blue pigment) \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eUsage Type\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eBleach powder (to be mixed with peroxide developer)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eMix With\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eCream peroxide (6 %, 9 %, 12 %) depending on desired lift \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eRecommended Developer Strengths\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eCommonly used with 30 vol (9 %) or 40 vol (12 %) peroxide for stronger lift. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eWarnings \/ Precautions\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eNot for use on skin, eyebrows, or eyelashes; avoid on irritated scalp; conduct patch \/ strand tests; not suitable for hair treated with metallic dyes or certain chemical treatments. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eAge Restriction\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eNot to be used on persons under 16 years old. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy Choose This Product?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eHigh lifting potential — \u003c\/strong\u003eAs a strong bleaching powder, it can achieve significant lift when combined with appropriate developer.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eGood value — \u003c\/strong\u003eThe 400 g size is generous and suitable for multiple applications.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBlue‑based formula — \u003c\/strong\u003eThe blue tint helps neutralize unwanted brassiness during lift.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBrand consistency — \u003c\/strong\u003eIt integrates with the Directions \/ La Riche product line (developer, toners, colour) for a cohesive system.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eConditioning support — \u003c\/strong\u003eThe formula includes agents that help maintain consistency and reduce harshness on hair structure.\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Directions","offers":[{"title":"400ml","offer_id":53617503568210,"sku":"DIRC58","price":10.45,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1027\/6549\/4610\/files\/medium_Directions_Hair_Lightening_Bleach_400ml_5690bc7d43_dYt5x7E8N.jpg?v=1780316546"},{"product_id":"directions-hair-lightening-kit-30-volume","title":"Directions Hair Lightening Kit 30 Volume","description":"\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eProduct Overview\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003eThe \u003cstrong\u003eDirections Hair Lightening Kit – 30 Volume (9%) \u003c\/strong\u003eis a comprehensive bleaching kit intended to lift (lighten) hair while providing some conditioning support. \u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003eThis kit is engineered to give users a do‑it‑yourself lightening option, especially when preparing hair for bold or pastel colours. It includes the necessary components to mix, apply, and care for hair during the lightening process. \u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eKey Features \u0026amp; Benefits\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eFeature\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eBenefit\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eAll‑in‑one kit\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eContains everything needed to bleach hair (bleach powder, peroxide cream, shampoo, applicator, gloves, tray, cap) \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003e30 Volume \/ 9% Cream Peroxide\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eProvides moderate lift with less risk of damage compared to higher volumes \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eConditioning additives\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eThe bleach powder is formulated with added conditioning agents to help maintain moisture during the lightening process \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eVegan‑friendly \u0026amp; cruelty‑free (typically)\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eAligned with many of the Directions \/ La Riche product line claims (depending on region) \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003ePortable \/ compact size\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eThe kit is sized for one full head use, suitable for home or travel bleaching sessions \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eSpecification\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eDetails\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eKit Size \/ Components\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\n\u003cspan style=\"color:black;\"\u003e30 Vol kit includes: \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• 1 bottle of 30 Vol (9%) Cream Peroxide, 75 ml \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• 1 sachet of bleaching powder, 25 g \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• 1 sachet of Moisturising Shampoo, 10 ml \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• 1 instruction leaflet \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• 1 pair of medium plastic gloves \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• 1 mixing tray \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• 1 applicator \/ tint brush \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• 1 development cap \u003c\/span\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eDeveloper Strength\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e30 Volume (9%) cream peroxide \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eBleach Powder\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eDust‑free \/ blue tinted powder (to help counteract brassy tones) in many formulations of Directions lightening products \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eWarnings \u0026amp; Usage Limits\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\n\u003cspan style=\"color:black;\"\u003e• Not for use on skin, eyebrows, or eyelashes \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• Not for persons under 16 \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• Not for use on recently permed or tinted hair \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• Always perform patch \u0026amp; strand tests \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• Do not use on an irritated or broken scalp \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color:black;\"\u003e• Single application kit; for longer\/thicker hair may require more than one kit \u003c\/span\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eWhy Choose This Product?\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eConvenience: \u003c\/strong\u003eYou don’t need to source individual bleach powder, developer, and tools — it’s all packaged together.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBalanced lift vs damage: \u003c\/strong\u003eThe 30 Vol strength offers a middle ground — significant lightening potential with less risk than 40 Vol in many scenarios.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMoisture support: \u003c\/strong\u003eThe inclusion of conditioning additives and a moisturizing shampoo helps reduce brittleness and damage during processing.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eTrusted line: \u003c\/strong\u003eIt’s part of the Directions \/ La Riche line, making it compatible in approach and philosophy with their colour products.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eGood for first‑time or at-home users: \u003c\/strong\u003eThe kit format, instructions, and included gear make it more accessible for non‑professionals.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKit Contains:\u003c\/strong\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e1 x 30 Volume (9%) Cream Peroxide (75ml)\u003c\/li\u003e\n\u003cli\u003e1 x Powder Bleach Sachet (25g)\u003c\/li\u003e\n\u003cli\u003e1 x Moisturising Shampoo Sachet (10ml)\u003c\/li\u003e\n\u003cli\u003e1 x Instructions Sheet\u003c\/li\u003e\n\u003cli\u003e1 x Gloves in Medium Size\u003c\/li\u003e\n\u003cli\u003e1 x Product Mixing Tray\u003c\/li\u003e\n\u003cli\u003e1 x Tint\/Application Brush\u003c\/li\u003e\n\u003cli\u003e1 x Development Cap\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e","brand":"Directions","offers":[{"title":"Default Title","offer_id":53617504485714,"sku":"DIRC53","price":7.45,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1027\/6549\/4610\/files\/thumbnail_Directions_Hair_Lightening_Kit_30_Volume_45280482f9.jpg?v=1780316546"},{"product_id":"directions-hair-lightening-kit-40-volume","title":"Directions Hair Lightening Kit 40 Volume","description":"\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eProduct Overview\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003eThe \u003cstrong\u003eDirections Hair Lightening Kit – 40 Volume \u003c\/strong\u003eis a complete bleaching kit from the Directions \/ La Riche line, designed for higher lift (stronger lightening). \u003c\/span\u003e\u003ca href=\"https:\/\/www.directionshaircolour.co.uk\/hair-lightening\/hair-lightening-kit-40-volume?utm_source=chatgpt.com\"\u003eDirections Hair Colour+1\u003c\/a\u003e\u003cspan style=\"color:black;\"\u003e The “40 Volume” denotes a 12% cream peroxide strength, which provides more aggressive lifting compared to lower volumes. \u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003eThis kit is meant to lighten hair sufficiently so that it can later accept vivid, pastel, or otherwise light shades. It is typically used when more lift (i.e. more levels of lightening) is required. \u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eKey Features \u0026amp; Benefits\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eAll‑in‑one kit: \u003c\/strong\u003eIncludes cream peroxide, bleach powder, moisturizing shampoo, gloves, mixing tray, applicator brush, cap, and instructions. \u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eHigh lifting power: \u003c\/strong\u003e12% (40 Vol) peroxide allows stronger lightening than 30 Vol (9%) kits. \u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eConditioning support included: \u003c\/strong\u003eThe kit includes a moisturizing shampoo to help reduce damage \/ dryness post-bleach. \u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eConvenience \u0026amp; compatibility: \u003c\/strong\u003eDesigned to work in harmony with other Directions \/ La Riche products (e.g. dyes, toners) for a uniform system.\u003cstrong\u003e \u003c\/strong\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSingle application size: \u003c\/strong\u003eGood for one full or partial bleaching session depending on hair length \/ thickness. \u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eSpec\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eDetail\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eDeveloper \/ Peroxide Strength\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e40 Vol (12 %) cream peroxide (75 ml) \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eBleach Powder\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e25 g sachet of powder bleach \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eMoisturizing Shampoo\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e10 ml sachet included for post‑bleach care \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eAccessories\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eGloves, mixing tray, applicator brush, development cap, instructions \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eUsage Type\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eOne-time bleaching \/ lightening kit \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eWarnings \/ Safety\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eNot for hair that’s been previously bleached, colored with metallic dyes, or on irritated scalp. Not recommended for under‑16, etc. \u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eWhy Choose This Product?\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eWhen your hair is relatively dark and you need more lift than a 30 Vol kit can provide, the 40 Vol version gives stronger lightening potential.\u003c\/li\u003e\n\u003cli\u003eThe kit format ensures you have all necessary tools and aftercare materials in one package—no need to source extras.\u003c\/li\u003e\n\u003cli\u003eIts conditioning features help mitigate—but not eliminate—the stress and dryness that comes with bleaching.\u003c\/li\u003e\n\u003cli\u003eBecause it belongs to the same brand line as your dyes \/ toners (if you use Directions \/ La Riche), color results and compatibility tend to align better.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKit Contains:\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e1 x 40 Volume (12%) Cream Peroxide (75ml)\u003c\/p\u003e\u003cp\u003e• 1 x Powder Bleach Sachet (25g)\u003c\/p\u003e\u003cp\u003e• 1 x Moisturising Shampoo Sachet (10ml)\u003c\/p\u003e\u003cp\u003e• 1 x Instruction sheet\u003c\/p\u003e\u003cp\u003e• 1 x Gloves in medium size\u003c\/p\u003e\u003cp\u003e• 1 x Product Mixing Tray\u003c\/p\u003e\u003cp\u003e• 1 x Tint\/Application Brush\u003c\/p\u003e\u003cp\u003e• 1 x Development Cap\u003c\/p\u003e","brand":"Directions","offers":[{"title":"Default Title","offer_id":53617505370450,"sku":"DIRC54","price":7.45,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1027\/6549\/4610\/files\/thumbnail_Directions_Hair_Lightening_Kit_40_Volume_0dac75d0b3.jpg?v=1780316547"},{"product_id":"directions-hair-lightening-peroxide-20-volume","title":"Directions Hair Lightening Peroxide 20 Volume","description":"\u003cp\u003e\u003cstrong\u003eProduct Overview\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDirections Hair Lightening Peroxide 20 Volume (6 %) \u003c\/strong\u003eis a cream peroxide developer designed to be mixed with bleaching powder (such as Directions’ own bleach) to lift the hair during hair‑lightening \/ bleaching processes. \u003c\/p\u003e\u003cp\u003eIt is part of the “Lightening Peroxide” line from Directions, which includes variants in 20, 30, and 40 volumes for differing levels of lift. \u003c\/p\u003e\u003cp\u003eThis 20 Volume variant is milder compared to 30 Vol or 40 Vol, offering gentler lift and reduced risk of damage, making it suitable for more conservative bleaching or for hair that is vulnerable. \u003c\/p\u003e\u003cp\u003eIt is typically supplied in salon \/ professional size bottles (1 L) and intended to be used only when mixed with bleach powder, not used alone. \u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey Features \u0026amp; Benefits\u003c\/strong\u003e\u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eFeature\u003c\/strong\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eBenefit\u003c\/strong\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003e6 % \/ 20 Volume strength\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eProvides moderate lift (less aggressive) which helps reduce damage to hair during bleaching. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eCream \/ stable formula\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eEasier to control during mixing and application (less runny than liquid peroxide) \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eCompatible pair to Directions bleach powders\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eDesigned to work well with Directions Lightening Bleach for predictable results. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eConditioning agents \/ emollients included\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eIngredients like Cetearyl Alcohol, Paraffinum Liquidum help smooth and buffer hair during processing. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eProfessional \/ salon‑scale size (1 L)\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eGood for frequent use and for mixing sufficient volume for large \/ full head bleaching jobs. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eSpecification\u003c\/strong\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eDetail\u003c\/strong\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eDeveloper Strength\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e20 Volume (6 %) \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eForm\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eCream peroxide (viscous \/ creamy consistency) \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eSize \/ Packaging\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e1 L size (salon‑size) \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eKey Ingredients\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eAqua, Hydrogen Peroxide, Cetearyl Alcohol, Paraffinum Liquidum, Sodium Lauryl Sulfate, Sodium Salicylate, Citric Acid \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eFunction\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eOxidising agent \/ developer (to activate and support bleach) \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eCompatibility\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eMust be mixed with bleach powder (not used alone) \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eWarnings \/ Use Restrictions\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eNot to be used on irritated scalp, broken skin, persons under 16 years, when hair has metallic dyes or henna, etc. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy Choose This Product?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eGentler lift — Because 20 Volume is milder, it's a safer option when you want to lessen damage, especially for hair that’s already somewhat fragile.\u003c\/li\u003e\n\u003cli\u003eBetter control — With a slower lift, you can monitor the bleaching process more carefully and reduce the risk of over-bleaching or breakage.\u003c\/li\u003e\n\u003cli\u003eCompatibility — It pairs well with the Directions lightening line (e.g. their bleach powders), giving more predictable results.\u003c\/li\u003e\n\u003cli\u003eLarger volume — The salon \/ professional size gives you more product to handle larger bleaching jobs (full head, highlights) without needing multiple smaller bottles.\u003c\/li\u003e\n\u003cli\u003eBuffer \/ support in formula — The inclusion of conditioning agents helps buffer the peroxide's harshness, providing a somewhat gentler environment for hair during processing.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003eThat said, 20 Vol is not ideal when very strong lift is needed — for darker hair or deep lightening, stronger volumes (30 \/ 40 Vol) may be necessary, but at higher risk.\u003c\/p\u003e\u003ch3\u003e \u003c\/h3\u003e\u003cp\u003e\u003cstrong\u003eProduct warnings:\u003c\/strong\u003e\u003cbr\u003eBefore lightening please take note:\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eIf your hair has been previously bleached, lightened, spray lightened, or coloured using metallic salt based products or henna, do not use this product.\u003c\/li\u003e\n\u003cli\u003eFurthermore if you have bleached, tinted or permed your hair recently, this product may not be suitable for further lightening. Please contact us for further advice.\u003c\/li\u003e\n\u003cli\u003eEveryone should protect the hairline, ears and any other sensitive areas with Vaseline before lightening.\u003c\/li\u003e\n\u003cli\u003eAlways carry out a skin sensitivity \u0026amp; hair strand test even if you have used the product on previous occasions.\u003c\/li\u003e\n\u003cli\u003eNot to be used on persons under 16 years old.\u003c\/li\u003e\n\u003cli\u003eDo not use product on other body hair, eyebrows or eyelashes.\u003c\/li\u003e\n\u003cli\u003eNot recommended for use during pregnancy.\u003c\/li\u003e\n\u003cli\u003eDo not use on an irritated scalp or broken skin.\u003c\/li\u003e\n\u003cli\u003eIf you have very thick or longer than shoulder length hair, you may require more than one kit for full application.\u003c\/li\u003e\n\u003cli\u003eMay not be suitable for very dark brown hair always complete a strand test.\u003c\/li\u003e\n\u003cli\u003eNot recommended for black hair.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e","brand":"Directions","offers":[{"title":"1000ml","offer_id":53617506156882,"sku":"DIRC55","price":5.45,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1027\/6549\/4610\/files\/medium_Directions_Hair_Lightening_Peroxide_20_Volume_1000ml_5a3d3b2d4b_WiN1W85Wq.jpg?v=1780316547"},{"product_id":"directions-hair-lightening-peroxide-30-volume","title":"Directions Hair Lightening Peroxide 30 Volume","description":"\u003cp\u003e\u003cstrong\u003eProduct Overview\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDirections Hair Lightening Peroxide 30 Volume (9 %) \u003c\/strong\u003eis a cream peroxide developer intended for hair bleaching and lightening tasks. It is designed to be mixed with a lightening \/ bleach powder (such as Directions’ own bleach) to activate lifting of natural hair pigment. \u003c\/p\u003e\u003cp\u003eThe 30 Volume strength provides moderate to strong lift (depending on hair type, condition, and mixing ratio) while aiming to balance effectiveness and damage risk.\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey Features \u0026amp; Benefits\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eModerate Bleaching Strength\u003c\/strong\u003e\u003cbr\u003eAt 9% concentration, 30 Vol is often used when you need noticeable lift (several levels) without immediately resorting to very aggressive developers.\u003cstrong\u003e \u003c\/strong\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCream Formulation\u003c\/strong\u003e\u003cbr\u003eThe creamy consistency gives better control over application, reducing drips compared to liquid peroxides.\u003cstrong\u003e \u003c\/strong\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCompatible with Blue‑Tinted Bleach Powders\u003c\/strong\u003e\u003cbr\u003eIt’s meant to be paired with bleach powders (e.g. Directions’ Lightening Bleach) for effective lightening. \u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSalon \/ Professional Volume\u003c\/strong\u003e\u003cbr\u003eCommonly available in 1 L bottles (salon size) for full-head bleaching uses. \u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eInclusion of Conditioning \/ Supportive Ingredients\u003c\/strong\u003e\u003cbr\u003eThe formula includes stabilizers and emollients (e.g. cetearyl alcohol, paraffinum liquidum) to buffer the peroxide and improve handling.\u003cstrong\u003e \u003c\/strong\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSafety \u0026amp; Product Warnings\u003c\/strong\u003e\u003cbr\u003eThe product page outlines cautions: avoid use on irritated scalp, broken skin, or hair previously treated with metallic dyes or henna. \u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eSpecification\u003c\/strong\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eDetail\u003c\/strong\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eDeveloper Strength\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e30 Volume = 9 % Hydrogen Peroxide \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eForm\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eCream \/ viscous peroxide cream \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eTypical Package Size\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e1 L (salon‑sized) \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eKey Ingredients\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eAqua, Hydrogen Peroxide, Cetearyl Alcohol, Paraffinum Liquidum, Sodium Lauryl Sulfate, Sodium Salicylate, Citric Acid \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eUsage Type\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eTo be mixed with bleach powder — not used standalone \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eWarnings \/ Precautions\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eNot for use on skin, eyebrows, eyelashes; perform patch \/ strand test; do not use on irritated scalp or broken skin; not for persons under age 16. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy Choose This Product?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003col\u003e\n\u003cli\u003e\n\u003cstrong\u003eBalanced Lift\u003c\/strong\u003e\u003cbr\u003e30 Vol offers a good middle ground — more lift than 20 Vol, but less aggressive than 40 Vol—making it suitable for many bleaching jobs.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBetter Application Control\u003c\/strong\u003e\u003cbr\u003eCream consistency gives more manageable handling, reducing drips and better coverage.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eProfessional \/ Larger Quantity\u003c\/strong\u003e\u003cbr\u003eThe 1 L size is cost-effective for regular use or larger bleaching workloads.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBrand Compatibility\u003c\/strong\u003e\u003cbr\u003eBecause it’s from the same brand (Directions), you get better predictability when combining with their bleach powders, kits, toners, etc.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBuffering \u0026amp; Supportive Ingredients\u003c\/strong\u003e\u003cbr\u003eThe inclusion of emollients may reduce harshness \/ improve resilience compared to pure peroxide.\u003c\/li\u003e\n\u003c\/ol\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003eHowever, note that 30 Vol is stronger and faster-acting than lower volumes. If your hair is fragile, over-processed, or brittle, caution is needed.\u003c\/p\u003e\u003ch3\u003e \u003c\/h3\u003e\u003cp\u003e\u003cstrong\u003eProduct warnings:\u003c\/strong\u003e\u003cbr\u003eBefore lightening please take note:\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eIf your hair has been previously bleached, lightened, spray lightened, or coloured using metallic salt based products or henna, do not use this product.\u003c\/li\u003e\n\u003cli\u003eFurthermore if you have bleached, tinted or permed your hair recently, this product may not be suitable for further lightening. Please contact us for further advice.\u003c\/li\u003e\n\u003cli\u003eEveryone should protect the hairline, ears and any other sensitive areas with Vaseline before lightening.\u003c\/li\u003e\n\u003cli\u003eAlways carry out a skin sensitivity \u0026amp; hair strand test even if you have used the product on previous occasions.\u003c\/li\u003e\n\u003cli\u003eNot to be used on persons under 16 years old.\u003c\/li\u003e\n\u003cli\u003eDo not use product on other body hair, eyebrows or eyelashes.\u003c\/li\u003e\n\u003cli\u003eNot recommended for use during pregnancy.\u003c\/li\u003e\n\u003cli\u003eDo not use on an irritated scalp or broken skin.\u003c\/li\u003e\n\u003cli\u003eIf you have very thick or longer than shoulder length hair, you may require more than one kit for full application.\u003c\/li\u003e\n\u003cli\u003eMay not be suitable for very dark brown hair always complete a strand test.\u003c\/li\u003e\n\u003cli\u003eNot recommended for black hair.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e","brand":"Directions","offers":[{"title":"1000ml","offer_id":53617507402066,"sku":"DIRC56","price":5.45,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1027\/6549\/4610\/files\/medium_Directions_Hair_Lightening_Peroxide_30_Volume_1000ml_1b90349ca1_7ThNJ8nyk.jpg?v=1780316548"},{"product_id":"directions-hair-lightening-peroxide-40-volume","title":"Directions Hair Lightening Peroxide 40 Volume","description":"\u003cp\u003e\u003cstrong\u003eProduct Overview\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDirections Hair Lightening Peroxide 40 Volume \u003c\/strong\u003eis a cream peroxide developer (12 %) designed for use in hair lightening \/ bleaching applications. It is formulated to be mixed with a bleach powder (such as the Directions Lightening Bleach) to activate the lifting of natural hair pigment. \u003c\/p\u003e\u003cp\u003eIt is generally sold in 1 L (salon-size) bottles for professional or at-home bleaching use. \u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey Features \u0026amp; Benefits\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eHigh Lifting Potential\u003c\/strong\u003e\u003cbr\u003e40 Volume (12 %) is a strong developer, capable of lifting hair several levels (depending on hair type and condition) when combined with quality bleach. \u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCream \/ Viscous Formula\u003c\/strong\u003e\u003cbr\u003eThe creamy consistency helps maintain better control during mixing and application (less dripping than liquid developers). \u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCompatibility with Directions Bleach\u003c\/strong\u003e\u003cbr\u003eDesigned to work smoothly with Directions \/ La Riche bleach powders for better predictability in results.\u003cstrong\u003e \u003c\/strong\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eContains Stabilizers \/ Emollients\u003c\/strong\u003e\u003cbr\u003eIngredients like Cetearyl Alcohol, Paraffinum Liquidum, and other supporting compounds are included to help buffer the peroxide and improve handling. \u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eProfessional \/ Large Volume Packaging\u003c\/strong\u003e\u003cbr\u003eThe 1 L size makes it suitable for repeated full‑head bleaching sessions or salon use. \u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eSpecification\u003c\/strong\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eDetail\u003c\/strong\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eDeveloper Strength\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e40 Volume = 12 % hydrogen peroxide \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eForm\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eCream \/ viscous peroxide cream \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eTypical Package\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e1 L (salon‑size) \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eKey Ingredients\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eAqua, Hydrogen Peroxide, Cetearyl Alcohol, Paraffinum Liquidum, Sodium Lauryl Sulfate, Sodium Salicylate, Citric Acid \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eUsage\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eTo be mixed with a bleach powder; not to be used alone on hair \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eWarnings \/ Precautions\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eDo not use on irritated scalp; perform patch \/ strand tests; not for use on skin, eyebrows, eyelashes; avoid use during pregnancy; not for persons under 16 years old; excessive use or overprocessing can cause damage \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy Choose This Product?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eStrong Lift Requirement: If your hair is very dark or you need multiple levels of lightening in one session, 40 Vol offers more aggressive lift potential.\u003c\/li\u003e\n\u003cli\u003eControl \u0026amp; Consistency: The cream form provides better mixing control and reduces run-off during application.\u003c\/li\u003e\n\u003cli\u003eScalable \/ Salon Use: The large 1 L size suits frequent or large-area bleaching tasks.\u003c\/li\u003e\n\u003cli\u003eSystem Compatibility: It works well within the Directions \/ La Riche product ecosystem, making color prediction easier when combining with their bleach \u0026amp; toner products.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003eHowever, given its strength, it is riskier on fragile, previously processed, or very fine hair. Extra care is needed.\u003c\/p\u003e\u003ch3\u003e \u003c\/h3\u003e\u003ch3\u003eProduct warnings:\u003c\/h3\u003e\u003cp\u003eBefore lightening please take note:\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eIf your hair has been previously bleached, lightened, spray lightened, or coloured using metallic salt based products or henna, do not use this product.\u003c\/li\u003e\n\u003cli\u003eFurthermore if you have bleached, tinted or permed your hair recently, this product may not be suitable for further lightening. Please contact us for further advice.\u003c\/li\u003e\n\u003cli\u003eEveryone should protect the hairline, ears and any other sensitive areas with Vaseline before lightening.\u003c\/li\u003e\n\u003cli\u003eAlways carry out a skin sensitivity \u0026amp; hair strand test even if you have used the product on previous occasions.\u003c\/li\u003e\n\u003cli\u003eNot to be used on persons under 16 years old.\u003c\/li\u003e\n\u003cli\u003eDo not use product on other body hair, eyebrows or eyelashes.\u003c\/li\u003e\n\u003cli\u003eNot recommended for use during pregnancy.\u003c\/li\u003e\n\u003cli\u003eDo not use on an irritated scalp or broken skin.\u003c\/li\u003e\n\u003cli\u003eIf you have very thick or longer than shoulder length hair, you may require more than one kit for full application.\u003c\/li\u003e\n\u003cli\u003eMay not be suitable for very dark brown hair always complete a strand test.\u003c\/li\u003e\n\u003cli\u003eNot recommended for black hair.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e","brand":"Directions","offers":[{"title":"1000ml","offer_id":53617508516178,"sku":"DIRC57","price":5.45,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1027\/6549\/4610\/files\/medium_Directions_Hair_Lightening_Peroxide_40_Volume_1000ml_fecfad237b_9INBKj2moq.jpg?v=1780316548"},{"product_id":"directions-pre-colour-shampoo","title":"Directions Pre Colour Shampoo","description":"\u003cp\u003e\u003cstrong\u003eProduct Overview\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDirections Pre Colour Shampoo \u003c\/strong\u003eis a clarifying \/ preparatory shampoo designed to cleanse hair and remove buildup \u003ci\u003ebefore\u003c\/i\u003e applying hair dye or semi‑permanent color. \u003c\/p\u003e\u003cp\u003eThe idea is that by removing residues (silicones, oils, styling products, conditioners) and slightly “opening up” the hair cuticle, your color (especially semi-permanent or direct dyes) can deposit more evenly, penetrate better, and last longer. \u003c\/p\u003e\u003cp\u003eIt is often used right before applying a dye from the Directions \/ La Riche colour range. \u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey Features \u0026amp; Benefits\u003c\/strong\u003e\u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eFeature\u003c\/strong\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cstrong\u003eBenefit\u003c\/strong\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eClarifying \/ deep‑clean formula\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eStrips away residues (conditioners, styling product, oils) that might block dye uptake \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003epH \/ “cuticle prep”\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eHelps hair take colour more uniformly by making the surface more receptive \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eVegan \/ cruelty‑free (for some regions)\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eMany listings note it’s developed for the Directions line with vegan \/ no animal testing philosophy \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003e250 ml convenient size\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eEnough for one or multiple pre‑colour washes for average hair \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cstrong\u003eCompatibility with Directions \/ La Riche dyes\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003eIntended to be used in the same product system for optimal performance \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;width:125.35pt;\"\u003e\u003cstrong\u003eSpecification\u003c\/strong\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;width:321.45pt;\"\u003e\u003cstrong\u003eDetail\u003c\/strong\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;width:125.35pt;\"\u003e\u003cstrong\u003eVolume\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;width:321.45pt;\"\u003e250 ml \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;width:125.35pt;\"\u003e\u003cstrong\u003eFormulation Type\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;width:321.45pt;\"\u003eShampoo \/ cleansing agent (with surfactants) \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;width:125.35pt;\"\u003e\u003cstrong\u003eKey Ingredients\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;width:321.45pt;\"\u003eAqua (Pure), Sodium Laureth Sulfate, Cocamidopropyl Betaine, Sodium Cocoamphodiacetate, Sodium Lauroyl Sarcosinate, Propylene Glycol, Parfum, Benzyl Alcohol, Citral, Citronellol, Coumarin, Geraniol, Linalool, Hydroxycitronellal, Limonene, Sodium Chloride, CI 60730, etc. \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;width:125.35pt;\"\u003e\u003cstrong\u003eProduct Warnings\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;width:321.45pt;\"\u003eAvoid eye contact; rinse immediately if contact occurs \u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy Choose This Product?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003ePrepping your hair properly before colouring can significantly improve colour uptake and longevity, especially with semi‑permanent or direct dyes.\u003c\/li\u003e\n\u003cli\u003eUsing a pre‑colour shampoo helps ensure the dye contacts hair fibers more directly (rather than being blocked by residual conditioners or oils).\u003c\/li\u003e\n\u003cli\u003eBecause it’s part of the Directions \/ La Riche line, it aligns well (formulation, philosophy, expected results) with their colour products.\u003c\/li\u003e\n\u003cli\u003eThe 250 ml size is manageable and practical for DIY hair colouring routines.\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Directions","offers":[{"title":"250ml","offer_id":53617509335378,"sku":"DIRC50","price":3.45,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1027\/6549\/4610\/files\/large_Directions_Pre_Colour_Shampoo_71d805cc31.jpg?v=1780316548"},{"product_id":"directions-semi-permanent-hair-colour","title":"Directions Semi Permanent Hair Colour","description":"\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eProduct Overview\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eWisteria \u003c\/strong\u003eis a semi‑permanent hair dye that produces a soft, bright-toned purple — a delicate, pastel violet shade.\u003c\/li\u003e\n\u003cli\u003eIt comes in a 100 ml tub.\u003c\/li\u003e\n\u003cli\u003eThe formula is free from peroxide and ammonia, making it gentler than permanent dyes.\u003c\/li\u003e\n\u003cli\u003eThe dye includes conditioning agents, helping keep hair soft, smooth, and manageable after colouring.\u003c\/li\u003e\n\u003cli\u003eThe product is vegan and cruelty‑free.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eKey Features \u0026amp; Benefits\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eSoft Pastel Purple Shade — \u003c\/strong\u003eWisteria gives a light, gentle purple tone, ideal for subtle, dreamy looks or pastel hairstyles.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSemi-Permanent \u0026amp; Gentle — \u003c\/strong\u003eNo peroxide or ammonia, making it less damaging and suitable for frequent colour changes.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eConditioning Effect — \u003c\/strong\u003eConditions hair while colouring, maintaining softness and shine.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMixable with Other Shades — \u003c\/strong\u003eCan blend with other Directions colours to create custom pastels or unique purple-based tones.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVegan \u0026amp; Cruelty-Free — \u003c\/strong\u003eSuitable for those who prefer ethical beauty products.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eEasy to Apply at Home — \u003c\/strong\u003eDirect-deposit semi-permanent dye, simple to use without developers or bleach.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eAttribute\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eDetails\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eProduct Type\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eSemi-permanent hair dye\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eShade\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eWisteria (light \/ pastel purple)\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eVolume\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e100 ml pot\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eFormula\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eDirect-deposit, no peroxide or ammonia\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eConditioning\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eYes\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eVegan \/ Cruelty-Free\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eYes\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eRecommended Base\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eLight, pre‑lightened or pale hair for truest pastel result\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eMixable\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eYes — blends with other shades for custom colours\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eTypical Longevity\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eModerate — fades over time depending on hair care and washing frequency\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eSuitable Hair Types \u0026amp; What to Use With It\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eBest for:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eBleached or pre‑lightened hair — \u003c\/strong\u003epastel purple comes out most clearly on very light or pale hair.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVery light blonde or pale hair bases — \u003c\/strong\u003eeasier to achieve a vivid\/pastel purple without heavy base contrast.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eLess effective on:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\u003cli\u003e\n\u003cstrong\u003eDark hair — \u003c\/strong\u003ebeing a deposit-only dye, it may result in a subtle tint rather than a noticeable purple.\u003c\/li\u003e\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eRecommended to use together with:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eSulphate-free, colour-safe shampoo and conditioner to help preserve the pastel tone.\u003c\/li\u003e\n\u003cli\u003eA tint brush and bowl (or gloves) for even application.\u003c\/li\u003e\n\u003cli\u003eOld towels\/clothes — semi‑permanent dyes can stain fabrics.\u003c\/li\u003e\n\u003cli\u003eConditioner or hair mask — especially if hair was previously lightened or bleached — to maintain softness and hair health.\u003c\/li\u003e\n\u003cli\u003eOptional: mixing Wisteria with conditioner or another lighter shade to create soft pastel purple or lavender tones.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eWhy Choose Wisteria?\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eDelivers a delicate, pastel purple — perfect for subtle, dreamy, or soft violet looks.\u003c\/li\u003e\n\u003cli\u003eGentle, semi‑permanent formula is more forgiving on hair and suitable for frequent changes.\u003c\/li\u003e\n\u003cli\u003eConditioning properties help preserve softness and shine even after dyeing.\u003c\/li\u003e\n\u003cli\u003eMixable nature allows creative experimentation and custom pastel shades.\u003c\/li\u003e\n\u003cli\u003eVegan and cruelty-free, supporting ethical beauty practices.\u003c\/li\u003e\n\u003cli\u003eVersatile for full-head colour, streaks, panels, or blended styles.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eAftercare \u0026amp; Colour Maintenance Tips\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eWash with cool or lukewarm water — hot water fades pastel and semi-permanent colours faster.\u003c\/li\u003e\n\u003cli\u003eUse colour-safe, sulphate-free shampoo and conditioner.\u003c\/li\u003e\n\u003cli\u003eWash hair 2–3 times per week instead of daily to prolong the shade.\u003c\/li\u003e\n\u003cli\u003eDeep-condition frequently, especially if hair was previously bleached.\u003c\/li\u003e\n\u003cli\u003eAvoid excessive heat styling, or always use a heat protectant.\u003c\/li\u003e\n\u003cli\u003eProtect hair from sun\/UV exposure — prolonged sun can fade pastel tones.\u003c\/li\u003e\n\u003cli\u003eTo refresh or soften colour, mix a bit of Wisteria with conditioner and apply as a gentle colour-deposit treatment.\u003c\/li\u003e\n\u003cli\u003eAvoid harsh or clarifying shampoos unless intentionally fading or removing the colour.\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Directions","offers":[{"title":"Dark Tulip","offer_id":53617510547794,"sku":"DIRC01P2","price":6.95,"currency_code":"GBP","in_stock":true},{"title":"Alpine 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softness and shine.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMixable with Other Shades — \u003c\/strong\u003eCan blend with other Directions colours to create custom pastels or unique purple-based tones.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVegan \u0026amp; Cruelty-Free — \u003c\/strong\u003eSuitable for those who prefer ethical beauty products.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eEasy to Apply at Home — \u003c\/strong\u003eDirect-deposit semi-permanent dye, simple to use without developers or bleach.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eAttribute\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eDetails\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eProduct Type\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eSemi-permanent hair dye\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eShade\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eWisteria (light \/ pastel purple)\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eVolume\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e100 ml pot\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eFormula\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eDirect-deposit, no peroxide or ammonia\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eConditioning\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eYes\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eVegan \/ Cruelty-Free\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eYes\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eRecommended Base\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eLight, pre‑lightened or pale hair for truest pastel result\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eMixable\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eYes — blends with other shades for custom colours\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eTypical Longevity\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eModerate — fades over time depending on hair care and washing frequency\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eSuitable Hair Types \u0026amp; What to Use With It\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eBest for:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eBleached or pre‑lightened hair — \u003c\/strong\u003epastel purple comes out most clearly on very light or pale hair.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVery light blonde or pale hair bases — \u003c\/strong\u003eeasier to achieve a vivid\/pastel purple without heavy base contrast.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eLess effective on:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\u003cli\u003e\n\u003cstrong\u003eDark hair — \u003c\/strong\u003ebeing a deposit-only dye, it may result in a subtle tint rather than a noticeable purple.\u003c\/li\u003e\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eRecommended to use together with:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eSulphate-free, colour-safe shampoo and conditioner to help preserve the pastel tone.\u003c\/li\u003e\n\u003cli\u003eA tint brush and bowl (or gloves) for even application.\u003c\/li\u003e\n\u003cli\u003eOld towels\/clothes — semi‑permanent dyes can stain fabrics.\u003c\/li\u003e\n\u003cli\u003eConditioner or hair mask — especially if hair was previously lightened or bleached — to maintain softness and hair health.\u003c\/li\u003e\n\u003cli\u003eOptional: mixing Wisteria with conditioner or another lighter shade to create soft pastel purple or lavender tones.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eWhy Choose Wisteria?\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eDelivers a delicate, pastel purple — perfect for subtle, dreamy, or soft violet looks.\u003c\/li\u003e\n\u003cli\u003eGentle, semi‑permanent formula is more forgiving on hair and suitable for frequent changes.\u003c\/li\u003e\n\u003cli\u003eConditioning properties help preserve softness and shine even after dyeing.\u003c\/li\u003e\n\u003cli\u003eMixable nature allows creative experimentation and custom pastel shades.\u003c\/li\u003e\n\u003cli\u003eVegan and cruelty-free, supporting ethical beauty practices.\u003c\/li\u003e\n\u003cli\u003eVersatile for full-head colour, streaks, panels, or blended styles.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eAftercare \u0026amp; Colour Maintenance Tips\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eWash with cool or lukewarm water — hot water fades pastel and semi-permanent colours faster.\u003c\/li\u003e\n\u003cli\u003eUse colour-safe, sulphate-free shampoo and conditioner.\u003c\/li\u003e\n\u003cli\u003eWash hair 2–3 times per week instead of daily to prolong the shade.\u003c\/li\u003e\n\u003cli\u003eDeep-condition frequently, especially if hair was previously bleached.\u003c\/li\u003e\n\u003cli\u003eAvoid excessive heat styling, or always use a heat protectant.\u003c\/li\u003e\n\u003cli\u003eProtect hair from sun\/UV exposure — prolonged sun can fade pastel tones.\u003c\/li\u003e\n\u003cli\u003eTo refresh or soften colour, mix a bit of Wisteria with conditioner and apply as a gentle colour-deposit treatment.\u003c\/li\u003e\n\u003cli\u003eAvoid harsh or clarifying shampoos unless intentionally fading or removing the colour.\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Directions","offers":[{"title":"Alpine Green","offer_id":53617513857362,"sku":"DIRC16","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Antique 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Yellow","offer_id":53617514414418,"sku":"DIRC18","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Lagoon Blue","offer_id":53617514447186,"sku":"DIRC21","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Lavender","offer_id":53617514479954,"sku":"DIRC25","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Lilac","offer_id":53617514512722,"sku":"DIRC26","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Midnight Blue","offer_id":53617514545490,"sku":"DIRC22","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Neon Blue","offer_id":53617514578258,"sku":"DIRC24","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Neon Red","offer_id":53617514611026,"sku":"DIRC35","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Pastel Blue","offer_id":53617514643794,"sku":"DIRC36","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Pastel 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Red","offer_id":53617514873170,"sku":"DIRC11","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Rubine","offer_id":53617514905938,"sku":"DIRC02","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Silver","offer_id":53617514938706,"sku":"DIRC30","price":3.69,"currency_code":"GBP","in_stock":true},{"title":"Slate","offer_id":53617514971474,"sku":"DIRC45","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Spring Green","offer_id":53617515004242,"sku":"DIRC19","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Stormy 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free from peroxide and ammonia, making it gentler than permanent dyes.\u003c\/li\u003e\n\u003cli\u003eThe dye includes conditioning agents, helping keep hair soft, smooth, and manageable after colouring.\u003c\/li\u003e\n\u003cli\u003eThe product is vegan and cruelty‑free.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eKey Features \u0026amp; Benefits\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eSoft Pastel Purple Shade — \u003c\/strong\u003eWisteria gives a light, gentle purple tone, ideal for subtle, dreamy looks or pastel hairstyles.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSemi-Permanent \u0026amp; Gentle — \u003c\/strong\u003eNo peroxide or ammonia, making it less damaging and suitable for frequent colour changes.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eConditioning Effect — \u003c\/strong\u003eConditions hair while colouring, maintaining softness and shine.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMixable with Other Shades — \u003c\/strong\u003eCan blend with other Directions colours to create custom pastels or unique purple-based tones.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVegan \u0026amp; Cruelty-Free — \u003c\/strong\u003eSuitable for those who prefer ethical beauty products.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eEasy to Apply at Home — \u003c\/strong\u003eDirect-deposit semi-permanent dye, simple to use without developers or bleach.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eAttribute\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eDetails\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eProduct Type\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eSemi-permanent hair dye\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eShade\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eWisteria (light \/ pastel purple)\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eVolume\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e100 ml pot\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eFormula\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eDirect-deposit, no peroxide or ammonia\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eConditioning\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eYes\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eVegan \/ Cruelty-Free\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eYes\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eRecommended Base\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eLight, pre‑lightened or pale hair for truest pastel result\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eMixable\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eYes — blends with other shades for custom colours\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eTypical Longevity\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eModerate — fades over time depending on hair care and washing frequency\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eSuitable Hair Types \u0026amp; What to Use With It\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eBest for:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eBleached or pre‑lightened hair — \u003c\/strong\u003epastel purple comes out most clearly on very light or pale hair.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVery light blonde or pale hair bases — \u003c\/strong\u003eeasier to achieve a vivid\/pastel purple without heavy base contrast.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eLess effective on:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\u003cli\u003e\n\u003cstrong\u003eDark hair — \u003c\/strong\u003ebeing a deposit-only dye, it may result in a subtle tint rather than a noticeable purple.\u003c\/li\u003e\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eRecommended to use together with:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eSulphate-free, colour-safe shampoo and conditioner to help preserve the pastel tone.\u003c\/li\u003e\n\u003cli\u003eA tint brush and bowl (or gloves) for even application.\u003c\/li\u003e\n\u003cli\u003eOld towels\/clothes — semi‑permanent dyes can stain fabrics.\u003c\/li\u003e\n\u003cli\u003eConditioner or hair mask — especially if hair was previously lightened or bleached — to maintain softness and hair health.\u003c\/li\u003e\n\u003cli\u003eOptional: mixing Wisteria with conditioner or another lighter shade to create soft pastel purple or lavender tones.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eWhy Choose Wisteria?\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eDelivers a delicate, pastel purple — perfect for subtle, dreamy, or soft violet looks.\u003c\/li\u003e\n\u003cli\u003eGentle, semi‑permanent formula is more forgiving on hair and suitable for frequent changes.\u003c\/li\u003e\n\u003cli\u003eConditioning properties help preserve softness and shine even after dyeing.\u003c\/li\u003e\n\u003cli\u003eMixable nature allows creative experimentation and custom pastel shades.\u003c\/li\u003e\n\u003cli\u003eVegan and cruelty-free, supporting ethical beauty practices.\u003c\/li\u003e\n\u003cli\u003eVersatile for full-head colour, streaks, panels, or blended styles.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eAftercare \u0026amp; Colour Maintenance Tips\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eWash with cool or lukewarm water — hot water fades pastel and semi-permanent colours faster.\u003c\/li\u003e\n\u003cli\u003eUse colour-safe, 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