PETA Registered Brand
PETA Registered Brand
This brand has pledged to be part of PETA’s Beauty Without Bunnies program which means they do not conduct or instruct other companies to conduct animal testing on their products at any stage of the manufacturing process.
Hair Conditioning Formula
Hair Conditioning Formula
This dye is designed to not only keep hair looking colourful and vibrant, but to also keep hair in top condition. This hair dye formulation has conditioning qualities that keeps hair feeling nourished, luscious, and looking its best.
FREE Tint Brush
FREE Tint Brush
We'll throw in a FREE tint brush with every purchase of this hair dye multipack, so you can start applying your brand new colour with ease!
Easy To Use
Easy To Use
This hair dye has a neat container that makes it easy to apply meaning no mess! It can also be resealed so that you can save some hair dye to top up your colour later.
Vegan Friendly Hair Dye
Vegan Friendly Hair Dye
With a formulation made using ingredients that are 100% free from animal-containing materials, this dye is completely Vegan Friendly! 


SKU 72511
Brand La Riche Directions
Colour Purple
Hair Product Semi Permanent Hair Dye
Pack Size Four Pack
Duration 2-6 weeks
Volume 4 x 88ml
Care Instructions Follow Included Instructions and view our Blue Banana Hair Dye Guides.
Free from Ammonia, Animal Products, Cruelty, PPD, Peroxide


La Riche Directions Plum Purple Hair Dye is available as a multipack for 4 times the hair dye tubs. This multipack offer will allow you to keep your Plum Passion hairstyle topped up. This vibrant shade of purple hair dye is made using La Riche Directions vegan-friendly formula that conditions while it colours for fresh-feeling hair.

How do you use La Riche Plum Purple hair dye?

Before you use La Riche Plum Purple hair dye make sure to read the instructions and perform a patch test. Once you are ready to dye your hair, apply La Riche Plum Purple to towel-dried hair. Achieve even coverage by using a tint brush or comb. Allow the hair dye to process for 15-30 minutes then thoroughly rinse your hair to complete your purple hairstyle.

Always make sure to wear protective gloves when handling hair dye to prevent staining. For more information about how to dye your hair at home visit our Hair Dye Guides.

Directions Plum Purple On Brown Hair

La Riche Plum Purple is likely to give a subtle tint to brown hair as it is a dark shade of purple hair dye. For more vibrant results it is best to apply Directions Plum Purple to bleached and lightened hair. To test how Plum Purple will look with your hair colour, why not perform a strand test?

Please Note: Hair dye results may vary depending on your hair type, base colour and hair porosity; the image of the hair dye is a representation of the finished colour and is not a guaranteed result. This dye is not suitable for use on hair with more than 10% grey coverage.

Need help?

Need Help With Your Order?

If you’re in need of additional assistance, our Customer Services Team can help deal with any urgent queries or changes to orders. Our Customer Services team is available Monday to Friday (8:30am to 4:30pm GMT). You can call us between the hours above on:  01579341907

If you are trying to reach us outside of these hours, please use our Contact Us Form to leave us a message. Our agents aim to respond to all queries within 1 working day.

FAQs & Useful Links

If your query isn’t an emergency but you would like some additional info, please take a look through some of our FAQs before submitting your ticket. You’ll find a range of different information and it will help us deal with our waiting customers even faster: