The La Riche hair dye formula is designed to condition while it colours to leave your hair feeling fresh and healthy. Shampoo the hair with a pH acid balanced shampoo, this will give the hair the correct acid balance, allowing Directions hair colour to achieve the best results.

I really love this colour and actually used it for about 18 months, however I found that it doesn't last long enough, (about a week, but fades to about half it's strength after 2 washes- 3 if you're very lucky) even on my hair that's bleached to almost white. The creamy consistency ensures smooth application, allowing you to achieve an even and consistent color across your strands.Directions Poppy red is a bright pink-red (no fading to orange after a week of washing) which actually looks brighter in real life than it does in the photo (excuse boyfriend). 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 a few celebrity heads on the way. If your hair is darker than medium brown, you can achieve really nice effects by using very bold shades.

We have created a super helpful page with all the Do's and Dont's, tips and advice to help ensure you get the best results from your colour. If you don't get a reaction then all is well, but if you get any itching, burning, swelling or any other discomfort then wash it off and don't use it. This means you can enjoy your chosen shade for weeks on end, without worrying about dullness or fading. I also found that whether you applied conditioner before you used the dye made no difference to the lasting capability to if you had not. Aqua (Pure), Cetearyl Alcohol, Distearoylethyl Hydroxyethylmonium Methosulfate (and) Cetearyl Alcohol, Ceteareth-20, Propylene Glycol, Citric Acid, Methylparaben, Formic Acid, Basic Violet 16, Basic Yellow 40, Basic Red 51.Since 1981, La Riche established itself as one of the worlds leading Hair Dye brands, and market leaders for over 40 years! That’s why all our colours contain a conditioning formula that nourishes hair from first application.