La Riche Directions was founded in 1981 and is different from other hair dyes. The colours in the range are very striking! The semi-permanent hair dye is available in 33 different, striking colours! La Riche Directions hair colours contain no ammonia, no hydrogen peroxide and the products are not tested on animals!

The extreme hair dye in paste form does not cover white or grey hair. Before you want to colour your hair with La Riche Directions, the hair must therefore first be bleached or lightened. But if you want to create a bright colour, then bleaching or lightening is definitely worth the effort!