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Hair Dye

Treat yourself - we have hundreds of hair colours to choose from!

Directions Plum


One of our most popular Directions hair colours, Plum is a wonderful deep purple shade! Since it’s so highly pigmented, this dye sticks around for a long time when applied to bleached hair giving it a rich, lustrous shine. Plum may even give a tint to unbleached hair.

  • 88ml
  • Conditioning formula
  • Long-lasting, semi-permanent
  • Not tested on animals
$6.50 (USD)
  • €5.50 (EUR)
  • £4.50 (GBP)
Out of stock
- More expected in 1 month.

Plum is a very pigmented and packed with colour. It leaves bleached hair a looking sleek and glossy with plenty of shine! Since there’s so much pigment in this dye, expect it to temporarily stain your skin, shower when rinsing and it may rub off onto clothing and bedding even when dry. We recommend taking precautions like applying Vaseline to your skin to prevent staining, wearing vinyl gloves when washing your hair, and using dark clothing and old bedding until the colour settles after 1 or 2 weeks.

Like many purples, Plum bleaches out to green and will also go green if a colour remover or any oxidative process is used to try and remove it, so it’s best to allow this colour to fade out naturally.


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.

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