Since 1984, Directions has been flying the flag for fearless colour. Born in the UK and now loved across the world, our iconic semi-permanent hair dye has helped define generations of self-expression – from alt icons and punk rockers to models, actors and creatives of every kind. And now? We’re entering a brand new era...
Introducing: The all-new Directions pot
This year, we’re making the biggest change in our history. Say hello to the brand-new Directions pot – in all-over, unmistakable ‘Directions Blue’. From website to shelf, it pops. It’s bold, it’s clean, and you won’t miss it. Same legendary formula inside, completely refreshed design outside. A new chapter, but still unmistakably us.
And it’s not just the pot. The entire packaging range has had a glow-up – now fully recyclable and dressed head to toe in our iconic blue. Even our wholesale packaging has been revamped, so all the way to your doorstep you’ll spot us a mile off. Because from box to pot, we believe in standout quality – always.
2025 isn’t just a refresh. It’s a reinvention.
We’re making bold moves – from new and improved products, to completely new colour ranges (but shhh… we’re not revealing everything just yet). We’re also expanding our reach across Europe, cementing Directions as one of the world’s leading semi-permanent hair colour creators.
If you’ve already used Directions, you know: the colour hits different, the condition is unreal, and the results speak for themselves. So we’ll just say it with a smile – if you know, you know! 😉
We’re everywhere (...and we mean everywhere)
You’re going to be seeing a lot more of us – on socials, in your feed, on your screen. We’ve got new adverts, launches, giveaways and promotions ready to roll. Keep an eye out – or better yet, join in.
And did we mention the new website? It’s coming. And it’s going to change how you shop Directions for the better. Faster, easier, sleeker – built for our growing global community.
We’re proud of where we’ve come from. We’re even more excited about where we’re going. And we wouldn’t be here without you – our amazing customers, stockists, salons, stylists and colour lovers worldwide. Thanks for being part of the Directions story.
2025 is a big year for us – and we’re taking you with us.
Let’s make it bold. Let’s make it bright.
Choose Directions.