La Riche Directions is a British brand that has been promoting bold hair color that lets people express themselves.
It is best known for its famous semi-permanent, fully mixable shades, which are now available in a wide range of colors, including bright, pastel, and dark tones.
Directions highlights formulas that are completely vegan and don't have ammonia, peroxide, or PPD. This makes the color feel softer while keeping the hair looking bright.