Directions

Directions

Directions is known for vibrant, statement-making semi-permanent hair colour made for self-expression.

For more than 45 years, Directions Hair Colour has built a reputation as a go-to name in bold hair dye, positioning its range around creativity and individuality rather than subtlety. The brand’s ethos centres on helping people achieve vivid, mood-led shades at home, with colours designed to be fun to wear and to match whatever look is in mind.

Within the brand’s portfolio, its hero focus remains hair care through colour, with semi-permanent colour pots and a dedicated colour care line. Directions also highlights its aftercare approach via its refreshed colour care range, including Colour Protecting Shampoo and Colour Protecting Conditioner, which are created to support coloured hair between applications. Popular shade lines commonly include the orange spectrum (for example, Flame) alongside a broader set of intense neons and jewel tones.

Overall, Directions operates primarily across the fragrance category of hair colour rather than face and body beauty, with its key categories strongly rooted in hair care, supported by colour care routines.