La Riche have been established since 1981 - the year they launched the first ever Directions hair colour tubs from a very humble work room in the UK. At the height of the fashion explosion these unique tubs of colour rocketed and have been supporting fashion trends and styles worldwide ever since, even landing themselves on a few celebrity heads on the way. With no ammonia, peroxide or PPD and a strict in house 'no animal testing' policy, Directions semi-permanent hair colour is not only the best fashion shade of choice, it's also the safer way to colour. Click to explore now.
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