The La Riche Directions Semi-Permanent Antique Mauve Color - 88ml is part of one of the most extensive Semi and Demi colour collections available. All shades can be mixed so you choose how intense or soft you want it.

• Soft, greyed mauve tone with cool undertones
• No ammonia or peroxide needed
• Hair feels softer and shinier after use
• Mixable with other Directions colours
• 100% Vegan and cruelty-free
• No mixing with developer required
• Suitable for light blonde or bleached hair
• 88 ml per jar

1. Make sure your hair is clean and towel-dried—not wet, but not bone dry either.
2. Apply some petroleum jelly along your hairline and ears to avoid staining your skin.
3. Apply a generous amount of colour cream through your hair. Cover all strands well.
4. Leave on for 15 to 30 minutes. The longer you wait, the more intense the colour.
5. Rinse thoroughly with cold or lukewarm water until the water runs clear.

Want a cooler, more silver tone? Mix La Riche Directions Semi-Permanent Antique Mauve Color - 88ml with Directions Semi-PerManent Silver Color - 88ml. Add a small amount of silver to Antique Mauve for a stronger greyed effect.

The colour adheres to the outside of your hair without breaking open the hair structure. That’s why no peroxide is needed. The cream includes ceTearyl alcohol, a gentle fatty alcohol that softens your hair and helps spread the colour evenly. This keeps your hair feeling soft, not dry or stiff after colouring.

The pigments in this Pastel hair dye are direct dyes best suited for porous or bleached hair. On light blonde hair, it creates a beautiful visible mauve glow. As a conditioning dye without harsh chemicals, it’s a smart choice to colour without stressing your hair. La Riche Directions Semi-Permanent Antique Mauve Color - 88ml is for those who want colour with subtle character.

You can see the effect on dark blonde hair, but it is subtle. True visible results appear on light blonde or bleached hair.

Expect a soft glow on dark blonde hair, though it will never be as intense as on lighter hair. The dye doesn’t lighten hair, so if your base is too dark, results will differ significantly from the photos. On white or grey hair, Antique Mauve works surprisingly well, giving a subtle mauve shimmer that looks very natural.

Expect about six to ten washes before the colour noticeably fades.

How long it lasts depends on how porous your hair is, how warm your showers are, and which shampoo you use. Washing with cold water and a colour-protecting shampoo helps maintain the colour longer. Purple tones can sometimes leave a light tint on very light or porous hair after washing out.

No. The formula contains no ammonia or peroxide.

You don’t mix the dye with anything or use developer. Just apply straight from the jar to your hair. That makes it much gentler than peroxide dyes. You can simply let the colour fade out without needing a treatment afterwards.

La Riche Directions Semi-Permanent Antique Mauve Color - 88ml is the best choice if you want a soft, muted mauve that’s not too bright. The colour sits between purple and grey for a refined, vintage look. For something rosier, try Directions Semi-PerManent Pastel Rose Color - 88ml. For a brighter, more intense purple, check out Directions Semi-PerManent Deep Purple Color - 88ml.

Compared to brands like Manic Panic or Bleach London, La Riche offers excellent value. The formula is conditioning and the colours are mixable, giving you lots of freedom. If you want a specific greyed mauve without the hassle, La Riche Directions Semi-Permanent Antique Mauve Color - 88ml is a smart pick.

Aqua (Pure), CeTearyl Alcohol, DisTearoylethyl Hydroxyethylmonium Methosulfate (And) CeTearyl Alcohol, CeTeareth‑20, Propylene Glycol, Citric Acid, Methylparaben, Formic Acid, Hc Blue No.15, Hc Blue No.2, BaSic Violet 2

We recommend always checking the ingredient list on the packaging before use for the most accurate information. Due to product updates and optimisation, ingredients listed here may differ from those on the packaging.