About us

Making vegan semi permanent conditioning hair colour since 1981.

We launched the first ever Directions hair colour tubs from a very humble work room in the UK. At the height of the fashion explosion, these unique tubs of colour rocketed and have been supporting fashion trends worldwide ever since. They’ve even landed themselves on a few celebrity heads along the way!

Our values

Colour Shipment

Our colour is manufactured in the UK, and shipped worldwide to over 50 countries.


We love animals and are proud to say we never have, and never will test on them.

The safer way
to colour

  • No ammonia
  • No peroxide
  • No PPD

All of our hair colour is 100% free from Ammonia, Peroxide and PPD, great news for those with allergy concerns or a sensitive scalp.

Contract Filling

We also have facilities to contract fill, mainly (but not exclusively), in the hair care and colour areas. Our services range from basic contract filling, to full product and packaging, design and supply.

Email us for more information, we’ll be happy to help!




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