La Riché Ltd have been established since 1981 - we launched the first ever Directions Hair Colour in the UK. At the height of the fashion explosion these unique tubs of colour rocketed and have been supporting fashion trends and styles worldwide ever since, even landing themselves on many celebrity heads on the way.

With no ammonia, peroxide or PPD and a strict in house 'no animal testing' policy - Directions Semi Permanent Hair Colour is not only the best fashion shade of choice, it's also the safer way to colour.

To sit alongside Directions we also have a whole range of complimenting products including shampoo's, conditioner, colour and lightening kits and even a very successful tattoo aftercare balm.