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Hair Dye

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Directions Fire


For a really bright red hair colour that won’t fade to pink try Directions Fire! A truly dazzling bright red!

  • 88ml
  • Semi-permanent
  • Thick, easy to apply formula
  • Not tested on animals
$6.50 (USD)
  • €6.00 (EUR)
  • £4.50 (GBP)
In Stock


Directions works best on hair that has been pre-lightened to pale blonde. Some paler shades as well as toners will only work on very light hair. Apply directly to dry or slightly damp, freshly washed (but not conditioned hair) using a tint brush for best results, or use gloved fingers to spread the dye evenly through your hair. Allow to process for at least 15 minutes and do not allow to dry out. Rinse thoroughly. To avoid temporary staining to the skin, apply a layer of Vaseline around your hairline and ears before applying the colour.

  • If you have a question about this product, please contact us or ask in our forum.

  • Ingredients ⮣

  • Precautions

    Caution: This product contains ingredients which may cause skin irritation on certain individuals and preliminary test is advised before use on a sensitive area. If product comes in contact with eyes rinse immediately with water. This product may not be used for dyeing eyelashes or eyebrows; to do so may cause blindness.

    Do not mix with peroxide.

    If colour comes in contact with textiles or porous surfaces it may cause permanent staining. Always wear latex or vinyl gloves when applying colour to avoid temporary staining of hands and nails. Colour may permanently stain bleached or previously coloured hair.

    Colour may stain sinks, bathtubs and showers but this can be easily removed with normal household bleach.

Reviews of Directions Fire

  • Great on natural hair lighter than mid-brown, this dye will last for ages if left on for a couple of hours and will graduall fade out to a rust colour - not pink. A really hot true red.
  • Amazing color, I only left it on for 15 minutes so it faded fast, but next time I'll leave it on for longer. I definately recommend it :)
  • Dyed over previously orangey red hair it came out amazingly bright and faded into a wonderful orange that was still bright after 6 weeks. On the roots, however, which had not been dyed previously and were freshly bleached, it came out somewhat flat, faded quickly and into a pinkish colour. It doesn't have the same opacity as Pillarbox or Poppy red, though.
  • This is a proper red red, and the little pots make it so easy to apply :)
  • The perfect red. It's the longest lasting dye I ever tryed (vibrant for a month and still noticeable after 3 months). And it's never pink!
  • Pillarbox or fire?
  • My friend has (naturally) auburn hair and wants to brighten it up a bit. Would this work?
  • First round with this dye I had a little bit of leftover deep purple from special effects on my hair which had already faded to a light pink. I'd covered the ends with undiluted FIRE and the rest was special effects PEACHY CORAL and GRAPHITE (on almost platinum hair). I'd blended the whole thing leaving only the ends red but after washing all I got was a light pink to a hot pink. No red. Today I tried again with the red, no blend. All I got was an even more aggressive pink with slight hints of red. Nice color but it doesn't seem to be working for me. Sadly. This red does have some pink undertones so leave on for a long time, do not dilute or mix and do not work with a purple or pink leftover base.
  • I mixed this with a dollop of Directions Tangerine and diluted a little with conditioner. Despite using less of the orange colour (on yellow bleached hair) it came out quite orange in natural light but then under certain artificial lights it looks more red so I get the feeling this would fade orange when used alone without diluting or perhaps the base blonde was too yellow. Either way, it’s very vibrant and didn’t stain or bleed like some of the darker colours I’ve used.

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