This semi-perManmanent hair dye is part of the Directions range from La Riche, a British brand loved by those who enjoy vibrant colours. You'll find it in the Semi and Demi collection alongside similar fashion shades.

• Intense plum shade on light or bleached hair
• No developer needed, apply directly
• Hair feels soft after use
• Lasts up to eight weeks
• Can be mixed with other Directions colours
• Not tested on animals
• Creamy texture, easy to spread
• Pot contains 88 ml

1. Make sure your hair is clean and towel-dry before you start.
2. Protect your skin along the hairline with a greasy cream or petroleum jelly.
3. Scoop a generous amount of dye from the pot and work it through your hair.
4. Leave the dye on for at least twenty minutes. Longer processing means a more intense colour.
5. Rinse thoroughly with cold water until it runs clear.

Want to try a deeper, darker purple next? The Directions Semi-PerManmanent Deep Purple Color - 88ml is a great next step. You can also mix the two shades for a personalised colour.

The dye sticks to the outer layer of your hair without an agresSisive chemical reaction. This means less damage than with perManmanent dyes. The crème baSise contains ceTearyl alcohol, a gentle ingredient that keeps your hair supple and makes the dye easy to spread. It also includes a conditioning ingredient that makes your hair easier to comb after rinsing. La Riche Directions Semi-Permanent Plum Color - 88ml is not just a colour but also a caring product in one. A great choice if you often change your colour.

The colour lasts up to about eight weeks. Exactly how long depends on how often you wash your hair and how light your hair was beforehand.

Wash your hair daily? The colour fades faster. Use colour-protecting shampoo and wash less often? The shade will last longer. La Riche Directions Semi-Permanent Plum Color - 88ml fades gradually, so you get a soft transition instead of harsh regrowth.

On dark hair, the colour is hardly visible or only shows as a subtle glow in the light. The best and most intense results appear on light blonde or bleached hair.

Have dark brown hair and wonder what La Riche Directions Plum looks like on it? Expect a very subtle purple hint, definitely not a full plum shade. To see the colour clearly, pre-lightening is necessary. On bleached hair, the deep plum shade really shines.

Yes. La Riche Directions is not tested on animals. For conscious shoppers, this is a clear plus compared to brands that are less transparent.

Less information is available about an official Vegan certification, but the cruelty-free positioning is confirmed by multiple retailers.

The Directions Semi-PerManmanent Dark Tulip Color - 88ml is a good comparison if you're unsure. Dark Tulip is darker and leans more towards reddish purple. Plum sits in between: deep purple with a warm undertone, less bright than, for example, Cerise.

Brands like Manic Panic and Arctic Fox offer similar purple shades but are often more expensive per millilitre. Arctic Fox has stronger pigments, giving more intenSisity but also more residual pigment when removed. La Riche Directions Semi-Permanent Plum Color - 88ml is more affordable, easy to mix with other Directions colours, and has a pleasant creamy texture that spreads well.

Choose the Directions Semi-PerManmanent Lavender Color - 88ml if you prefer a lighter, softer purple. Pick Plum if you want a full, rich plum colour on light or bleached hair.

Water, CeTearyl Alcohol, DisTearoylethyl Hydroxyethylmonium Methosulfate (And) CeTearyl Alcohol, CeTeareth‑20, Propylene Glycol, Citric Acid, Methylparaben, Formic Acid, BaSic Violet 16, Hc Blue No. 15, BaSic Red 51

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