Transform your hair with the rich, multidimensional colour of La Riche Directions Plum Hair Dye 88ml, a bold semi-permanent purple hair colour combining deep red and blue tones for a distinctive plum-inspired finish.

Plum delivers a sophisticated red-purple shade that balances warm red tones with cooler blue-violet notes. The result is a rich fashion colour ideal for anyone looking for plum, purple, berry, wine-inspired or alternative hair.

Part of the iconic Directions Hair Colour range, Plum is a direct semi-permanent dye with a conditioning cream formula designed to deposit vivid colour while helping leave the hair feeling soft, smooth and manageable.

For the brightest and most colour-accurate Plum result, apply to bleached, pre-lightened or very light blonde hair. Because Plum is a deeper shade, it may also create visible purple or red-purple tones on some darker bases, although results will be more subtle.

The finished colour will vary according to your starting hair shade, level of pre-lightening, hair condition, porosity and previous colour treatments.

Directions colours are fully intermixable, allowing Plum to be blended with compatible reds, purples, pinks and blues to create personalised berry, burgundy, violet, magenta and red-purple shades.

Ideal for creative colour enthusiasts, alternative hairstyles and anyone wanting a rich semi-permanent plum hair dye without committing to permanent colour.

For maximum colour intensity, apply to a light and evenly pre-lightened base.

On darker hair, Plum may create a subtler purple, berry or red-purple tint.

• Conditioning Base: Formulated as a conditioning treatment that simultaneously deposits rich pigment while leaving hair soft, smooth, and frizz-free.
• Zero Damage: Formulated completely free from ammonia, peroxide, or PPD to protect hair health.
• Cruelty-Free & Vegan: 100% vegan formula and strictly never tested on animals.
• Bespoke Mixing: Fully inter-mixable with all other Directions shades to create customised tones.

How to Use

Before Colouring

Carry out the manufacturer's recommended patch test and strand test before full application.

Wear suitable protective gloves.

Protect skin, clothing, towels and surrounding surfaces from staining.

For maximum Plum intensity, ensure the hair is sufficiently and evenly pre-lightened.

Application

1. Shampoo and prepare the hair according to the instructions supplied with the product.
2. Towel dry where directed.
3. Wear suitable protective gloves.
4. Apply Directions Plum evenly using a tint brush.
5. Thoroughly saturate each section to be coloured.
6. Work the colour evenly through the hair.
7. Leave to process according to the instructions printed on your packaging.
8. Rinse thoroughly until excess colour has been removed.
9. Dry and style as desired.

Do not mix Directions hair colour with peroxide or oxidising developer.

Always follow the instructions printed on your actual 88ml product.