Name: Directions Semi Permanent Hair Colour
Brand: Directions
SKU: DIRC02P2
Price: 6.95 GBP
Availability: InStock

Directions Semi Permanent Hair Colour

Product Overview

Directions Rubine is a bold, semi-permanent ruby-red hair dye with subtle pink undertones. Known for its rich, jewel-toned finish, it delivers vivid colour without the use of ammonia or peroxide. The conditioning formula helps keep hair soft, shiny, and vibrant while offering a safe and gentle colouring experience. Vegan, cruelty-free, and designed for creative expression, Rubine is ideal for both full coverage and artistic colour placements.

Key Features & Benefits

Intense Ruby-Red Colour: Creates a deep red shade with warm, pinkish undertones for a striking, radiant look.
Gentle Formula: Free from ammonia and peroxide, making it less damaging than permanent dyes.
Conditioning Effect: Infused with conditioning agents that soften and smooth hair during colouring.
Vegan & Cruelty-Free: No animal-derived ingredients and not tested on animals.
Highly Mixable: Easily blends with other Directions shades to create custom tones.
Suitable for Creative Styles: Perfect for full-head colour, ombré, streaks, dip-dyes, or multi-colour looks.
Easy Application: Creamy consistency allows smooth, even coverage.

Specifications

AttributeDetailsProduct TypeSemi-permanent hair dyeShadeRubine (ruby-red with pink undertones)Size100ml tubBaseDirect-deposit dyeChemicalsNo ammonia, no peroxideLongevityTypically lasts 2–6 weeks depending on careApplication MethodBrush-on or hand-applied with glovesHair ConditionersIncluded in the formulaVegan/Cruelty-FreeYes

Suitable Hair Types & What to Use With It

Best Suited For:

Pre-lightened/bleached hair: Produces the brightest, most accurate ruby-red results.
Light brown to dark blonde hair: Creates a deep, subtle red tint.
Dark hair: Results may be more subdued; best for a darker red glow rather than bright vibrancy.
Grey/light hair: Works well but always do a strand test for undertone accuracy.

Recommended to Use With:

Sulphate-free, colour-safe shampoo and conditioner
A tint brush or bowl for precise application
Gloves and protective clothing/towels
Clarifying shampoo (before colouring to remove buildup)
Hair mask or conditioner to maintain softness
UV-protectant spray to prevent sun fade

Why Choose This Product?

Gives a vibrant, head-turning red that is bold yet elegant.
Ideal for those wanting vivid colour without damaging chemicals.
Offers affordable, salon-style results at home.
Perfect for creative individuals who love experimenting with colour.
Ethical and responsibly produced — vegan-friendly and cruelty-free.
The conditioning formula leaves hair feeling nourished and silky after colouring.

Aftercare & Colour Maintenance Tips

To Make the Colour Last Longer:

Wash with cool or lukewarm water — hot water fades colour faster.
Use sulphate-free shampoo — keeps pigment from washing out too quickly.
Limit washing to 2–3 times per week.
Avoid harsh clarifying shampoos until you intend to remove the dye.
Use colour-depositing conditioners to refresh vibrancy between dye sessions.
Reduce heat styling — or use heat-protectant spray when styling.
Protect hair from the sun using UV-safe sprays or hats.

Aquacetearyl alcoholdistearoylethyl hydroxyethylmoniummethsulfate (and) cetearyl alcoholcetearth-20butlene glycolglceryl stearatecitric acidmethylparaben. May contain basic brown 17basic brown 16basic red 76basic yellow 57acid violet 43basic green 4basic red 46basic orange 2basic violet 4basic violet 14basic blue 7basic blue 9basic violet 2h.c. yellow 4h.c. yellow 2h.c. orange 1h.c. red 1h.c. red 3acid red 87acid green 116

Step 1: Preparation

Gather supplies: You will need the Directions hair colour jar, gloves, an applicator brush (or bowl), a wide-tooth comb, towel, and a plastic cap.
Protect your clothing and skin: Wear an old t-shirt or cape and apply a thin layer of petroleum jelly or barrier cream around your hairline, ears, and neck to prevent staining.
Perform a patch test: At least 48 hours before application, apply a small amount of colour to a patch of skin to check for any allergic reaction.

Step 2: Hair Prep

Wash hair: Clean hair with a gentle shampoo to remove dirt, oil, and product buildup. Avoid conditioner if you want maximum colour adhesion.
Dry or towel-dry: Hair should be damp or dry. Directions colours can be applied to both, but damp hair allows more even coverage.

Step 3: Application

Put on gloves to protect your hands from staining.
Shake the jar well to ensure pigment is evenly distributed.
Section hair: Divide hair into 4–6 sections using clips for easy and even application.
Apply colour: Using an applicator brush or your gloved hands, start at the roots and work down to the tips. Make sure every strand is fully saturated for uniform colour.
Comb through: Use a wide-tooth comb to evenly distribute the colour and eliminate any clumps.

Step 4: Processing

Cover hair: Put on a plastic cap to prevent staining surfaces and help retain warmth, which can enhance colour vibrancy.
Processing time: Leave the colour on for 15–30 minutes.

For a subtle tint, 15 minutes is sufficient.
For a more intense, vivid green, leave up to 30 minutes.
For pre-lightened or blonde hair, the colour may appear more vibrant.

Optional: For extra intensity, gently apply heat with a hairdryer (low-medium setting) over the cap.

Step 5: Rinsing

Rinse with cool water: Do not use hot water as it can fade the colour faster.
Rinse until water runs clear: Gently massage hair while rinsing. Do not use shampoo immediately unless necessary.
Condition: Apply a light conditioner or Directions’ aftercare conditioner to seal in colour and maintain softness.

Step 6: Drying & Styling

Towel-dry gently: Avoid rubbing, which can cause uneven fading.
Air-dry or blow-dry carefully: If using heat styling tools, use a heat protectant to prevent damage.
Style as desired.

Step 7: Aftercare & Maintenance

Wash hair 2–3 times per week with sulfate-free, colour-safe shampoo to maintain vibrancy.
Use cool water for washing and rinsing.
Apply deep conditioning masks weekly to keep hair soft and shiny.
Limit excessive heat styling and sun exposure to prevent premature fading.
For touch-ups, reapply every 4–6 weeks depending on fading.