La Riche Directions Semi-Permanent Rubine Color - 88ml is part of the well-known La Riche line that has been loved for over 30 years for its vibrant colours. You can find this product and similar shades in our Semi and Demi collection.

• Deep ruby red shade with burgundy shine
• No ammonia, no peroxide, no PPD
• Vegan and cruelty-free
• Cream texture: easy to apply yourself
• Mixable with other Directions colours
• One 88 ml jar is enough for hair up to shoulder length
• Lasts visibly 4 to 8 weeks

1. Make sure your hair is clean and dry before you start.
2. Put on gloves. Rubine stains a lot, including on your hands.
3. Work the cream from the jar through your hair. Make sure each strand is well covered.
4. Leave colour on for 15 to 30 minutes. The longer you wait, the more intense the result.
5. Rinse thoroughly with cold water until the water runs clear.

Want to keep the colour as long as possible? Use a colour shampoo or wash your hair less often. Also try combining Rubine with Directions Semi-PerManent Apricot Color for a warm, unique in-between shade.

The colour attaches to the outer layer of your hair. On light blonde or bleached hair, you get the brightest, most intense ruby red shade. On darker hair, you’ll see more of a warm red glow than a full colour. This is normal for semi-perManent colouring without peroxide.

The formula contains panthenol, better known as pro-vitamin B5. This keeps your hair flexible and makes it feel soft after colouring. Your hair gets colour and care at the same time. That makes Rubine Directions a nice choice if you want to colour your hair without stressing it.

On average, the colour stays visible for 4 to 8 weeks. But does Directions Rubine last long? That depends on how often you wash your hair and how porous it is. The colour can sometimes last longer than expected on bleached hair.

Wash your hair less frequently and rinse with cold water. This helps keep the colour vivid longer.

The colour fades gradually with each wash. How do I get Directions Rubine out if it doesn’t fully disappear? On porous or bleached hair, a red residue can remain longer. Washing with a lightening or strong shampoo may help, but don’t expect the colour to be completely gone after a few washes.

Want to get rid of the colour quickly? Bleaching is the most effective option but it damages your hair. Only do this if really necessary.

Yes. La Riche Directions Semi-Permanent Rubine Color - 88ml contains no ammonia, no peroxide, and no PPD. These are the substances that cause reactions for many people. The chance of irritation is therefore smaller than with perManent hair dye.

However, everyone reacts differently to dyes or fragrances. Always do a small allergy test behind your ear first, especially if you have sensitive skin.

La Riche Directions Semi-Permanent Rubine Color - 88ml is a strong choice if you want an intense ruby red on light or bleached hair. The colour is bright, the formula mild, and you can easily mix Rubine with other shades in the line, like Directions Semi-PerManent Pillarbox Red Color for a brighter red or Directions Semi-PerManent Deep Purple Color for a more burgundy-purple tone.

Brands like Manic Panic or Arctic Fox offer similar colours, but La Riche Directions is widely available in the Netherlands and priced favourably. Some users find certain other brands fade more evenly. If that matters to you, it’s worth considering.

Who is Rubine best for? For anyone with light or bleached hair who wants to apply a striking, deep red colour at home without damaging hair. If you have naturally dark hair and want a really bright colour, bleaching first is recommended for best results.