---
product_id: 47999992
title: "La Riche Directions Semi-Permanent Hair Colour ,White Toner, 89ml"
brand: "directions"
price: "R321"
currency: ZAR
in_stock: true
reviews_count: 10
category: "Directions"
url: https://www.desertcart.co.za/products/47999992-la-riche-directions-semi-permanent-hair-colour-white-toner-89ml
store_origin: ZA
region: South Africa
---

# Long-lasting vibrancy 100% ammonia & peroxide free Deep conditioning effect La Riche Directions Semi-Permanent Hair Colour ,White Toner, 89ml

**Brand:** directions
**Price:** R321
**Availability:** ✅ In Stock

## Summary

> 🎨 Transform your look without compromise — bold colour, zero damage!

## Quick Answers

- **What is this?** La Riche Directions Semi-Permanent Hair Colour ,White Toner, 89ml by directions
- **How much does it cost?** R321 with free shipping
- **Is it available?** Yes, in stock and ready to ship
- **Where can I buy it?** [www.desertcart.co.za](https://www.desertcart.co.za/products/47999992-la-riche-directions-semi-permanent-hair-colour-white-toner-89ml)

## Best For

- directions enthusiasts

## Why This Product

- Trusted directions brand quality
- Free international shipping included
- Worldwide delivery with tracking
- 15-day hassle-free returns

## Key Features

- • **Nourishing Formula:** Infused with conditioning agents to leave hair soft, shiny, and healthy-looking.
- • **Customizable Shades:** Mix with other Directions colours to create your unique signature hue.
- • **Effortless Application:** Semi-permanent cream formula that’s easy to apply without bleaching for subtle or dramatic effects.
- • **Chemical-Free Confidence:** Free from ammonia, peroxide, and PPD for a gentle yet bold colour experience.
- • **Vibrant, Fade-Resistant Colour:** Enjoy rich, long-lasting tones that keep your hair looking fresh wash after wash.

## Overview

La Riche Directions Semi-Permanent Hair Colour White Toner (89ml) delivers vibrant, long-lasting colour with a conditioning formula free from harsh chemicals like ammonia and peroxide. Ideal for chemically treated hair but versatile enough for creative mixing, it nourishes while providing a fade-resistant finish. Perfect for professionals seeking a safe, customizable, and easy-to-apply hair colour solution that keeps hair soft and shiny.

## Description

Product Description Directions semi permanent White Toner hair colour can be mixed with each other for the most beautiful colours. It is best applied to chemically treated hair. Long-lasting hair colour. 100 Percent free from ammonia, peroxide and PPD. It has a great conditioning effect. Ingredients Aqua (Pure), Cetearyl Alcohol, Distearoylethyl, Hydroxyethylmonium, Methosulfate (And) Cetearyl Alcohol, Ceteareth-20, Citric Acid, Methylparaben,Ci60730, Ci42090, Hc Blue 15 Basic Blue 99 P.when('A').execute(function(A) { A.on('a:expander:toggle_description:toggle:collapse', function(data) { window.scroll(0, data.expander.$expander[0].offsetTop-100); }); }); Directions 1) Start with a patch test: Directions hair dye has been used by thousands of people for over 30 years with no adverse reactions, but it's still best to always do a patch test. Apply a small amount of dye to a patch of skin and leave it there for 20 minutes to half an hour. If you don't get a reaction then all is well, but if you get any itching, burning, swelling or any other discomfort then wash it off and don't use it. If you're using a colour for the first time, we also suggest that you do a strand test; pick a strand of hair at the back of your head and apply directions hair dye to the last couple of inches, that way if the colour isn't what you wanted you'll know about it before you dye your whole head.2) Now lighten your hair: Although it's possible to get some really nice effects by applying directions hair dye to untreated hair, to get really vibrant colours you'll need to bleach your hair first. We recommend Directions bleach kits as they include everything you'll need, and please, whatever bleach you choose, make sure to follow the instructions.3) Next apply the dye: Your hair needs to be clean and grease free before you start, so wash it with a PH balanced shampoo, but don't condition it as conditioner can stop the dye taking properly. Towel dry your hair and then apply the dye with a tint brush, working the dye along the whole length of each strand. You'll find it easiest to start with the hair on the nape of your neck and to work forward and up, finishing with the very top front strands, it always helps to have a friend help make sure you've got it all on evenly. You can make absolutely sure you get totally even coverage by combing the dye through.4) Then wait: You'll want to leave directions hair dye on for between 15 and 30 minutes to develop, rush it and you might not get as bright a colour, leave it too long and it may come out darker or a different shade. The precise of time you need to wait depends on your hair, in general thick hair takes longer.5) And finally, rinse: Thoroughly rinse your hair with warm, clean water. It's best to do this in the shower, and it's best to hold your head upside down while you do it so that you don't get dye on your face. Once the water is running almost clear you're done. Safety Warning Don't use pale coloured towels, or new towels for that matter. Wear rubber or plastic gloves to stop dye getting on your hands. Don't sleep on pale pillows or bed linen for a few days. Box Contains 1 xLa Riche Directions Semi-Permanent Hair Colour ,White Toner, 89ml See more

Review: You do not need bleach. 😀 - I bought this for my wife, this is her review. Really, really pleased with this colour. I like to colour my hair a very deep black but I find they fade quite quickly and I was doing it every other month which was starting to damage my hair, so I got the ebony to try, when I opened it I was a little worried, I like the blue black type colours and this looked a sort of reddish dark brown colour, when on though (or on your skin or any other surface) it's more of a blue black. I didn't bleach or pre lighten my hair, it was already dyed black, I used two tubs to completely cover my bra strap length hair although I think for reapplications it will only need one, one and a half at most, my hair was washed and towel dried, and I left it on for about two hours. I used Vaseline all around my hairline and on my ears as I know this can really stain your skin, and I wore thick yellow rubber gloves and applied it with my hands rather than a tint brush as I was doing all over. I also had plenty of bleach on hand as this really stains your bath and sink. If you do get it on your skin get it off quickly and it doesn't stain then. The colour is amazing, I'm really pleased with it, I wanted a really Deep black like the pictures of really classy forties film stars, but without chemicals and this is it, my hair is soft and shiny after using too. I will say make sure you rinse it all out properly as I had to go back and do it again as I could feel it still in my hair as I was drying it. It really is worth the extra effort it looks and feels great and you don't have to bleach to get it right. I will admit my scalp is a little blue but that's a small price to pay for the colour I want without the damage, and it hasn't stained my pillow like other reviewers have mentioned, I think they haven't rinsed properly. I'm now thinking of mixing the ebony and midnight blue. Will update as to how long its lasts before needing reapplication. UPDATE: After four boxes of hair colour remover my hair was almost my natural dark brown, I have just applied one tub of midnight blue mixed with a little conditioner, I put it on dry hair and left it on for about two hours and I am sooooo pleased with the result. Its a very dark subtle blue, it almost looks black at a distance then you see the blue as you get nearer, under the light the blue is much more obvious but still subtle. Before deciding to try this I had also had a go at mixing a full pot of ebony with three quarter of midnight blue and got a gorgeous intense blue black. You can experiment with these colours and you don't need bleach.
Review: Great colour that lasts! - Really impressed with this dye. Easy to apply and went a long way. I have blond hair naturally but did bleach the ends to give it the best start. Still going strong although less vibrant with nice pastor colour now after 20 washes! Very impressed.

## Features

- Long-lasting semi-permanent hair colour
- Best applied to chemically treated hair
- It has a great conditioning effect

## Technical Specifications

| Specification | Value |
|---------------|-------|
| ASIN | B001BFRMM2 |
| ASIN  | B001BFRMM2 |
| Batteries | 1 A batteries required. |
| Batteries  | 1 A batteries required. |
| Best Sellers Rank | 17,872 in Beauty ( See Top 100 in Beauty ) 124 in Semi-Permanent Hair Colour |
| Brand | Directions |
| Colour | White |
| Customer Reviews | 4.2 4.2 out of 5 stars (13,625) |
| Customer reviews | 4.2 4.2 out of 5 stars (13,625) |
| Date First Available | 16 Jun. 2009 |
| Format | Cream |
| Is discontinued by manufacturer  | No |
| Item dimensions L x W x H | 5.5 x 5.5 x 7 centimetres |
| Item model number | 4211 |
| Item model number  | 4211 |
| Item weight | 0.24 Pounds |
| Manufacturer | La Riche |
| Manufacturer  | La Riche |
| Package Weight | 0.17 Kilograms |
| Package dimensions | 6.4 x 5.5 x 5.1 centimetres |
| Product Dimensions | 5.5 x 5.5 x 7 cm; 108.86 g |
| Product Dimensions  | 5.5 x 5.5 x 7 cm; 108.86 g |
| Scent | Aucun |
| Special features | Moisturising, Shiny |
| Speciality | Natural |
| Target audience | women |
| Volume | 88 Millilitres |

## Product Details

- **Brand:** Directions
- **Colour:** White
- **Hair type:** All
- **Item form:** Cream
- **Material Type Free:** Ammonia Free, Paraphenylenediamine Free, Peroxide Free
- **Material feature:** Vegan
- **Number of items:** 1
- **Package information:** Bottle
- **Product benefits:** Ammonia Free, Peroxide Free
- **Unit count:** 89.0 millilitre

## Images

![La Riche Directions Semi-Permanent Hair Colour ,White Toner, 89ml - Image 1](https://m.media-amazon.com/images/I/61oQmUgluNL.jpg)

## Questions & Answers

**Q: Do you put it straight on your hair or do you mix it with something?**
A: If you're using this to colour correct, or to try and achieve a pastel effect use conditioner to make the colour less strong. Otherwise, nothing is needed.

**Q: How long does it last?**
A: my pink one lasted over 2 months (faded but the colour stays long)

**Q: Can u put it on wet hair or dry? Please which is better**
A: You'll use less on damp hair but the water may act as a barrier to absorbing the colour, especially if it is naturally porous (like mine) or has undergone chemical processing. It'll just run right out again. Go for dry. You may have to use more but theres a better chance that it will stick.

**Q: Could you please tell me when your stock of Alpine Green hair dye dates from please? They changed the recipe back after July 2014**
A: HiAll Of the stock Held from The Rock Collection is no older than 2 months old. Hope This helps.SamRock Collection

## Customer Reviews

### ⭐⭐⭐⭐⭐ You do not need bleach. 😀
*by A***R on 5 June 2017*

I bought this for my wife, this is her review. Really, really pleased with this colour. I like to colour my hair a very deep black but I find they fade quite quickly and I was doing it every other month which was starting to damage my hair, so I got the ebony to try, when I opened it I was a little worried, I like the blue black type colours and this looked a sort of reddish dark brown colour, when on though (or on your skin or any other surface) it's more of a blue black. I didn't bleach or pre lighten my hair, it was already dyed black, I used two tubs to completely cover my bra strap length hair although I think for reapplications it will only need one, one and a half at most, my hair was washed and towel dried, and I left it on for about two hours. I used Vaseline all around my hairline and on my ears as I know this can really stain your skin, and I wore thick yellow rubber gloves and applied it with my hands rather than a tint brush as I was doing all over. I also had plenty of bleach on hand as this really stains your bath and sink. If you do get it on your skin get it off quickly and it doesn't stain then. The colour is amazing, I'm really pleased with it, I wanted a really Deep black like the pictures of really classy forties film stars, but without chemicals and this is it, my hair is soft and shiny after using too. I will say make sure you rinse it all out properly as I had to go back and do it again as I could feel it still in my hair as I was drying it. It really is worth the extra effort it looks and feels great and you don't have to bleach to get it right. I will admit my scalp is a little blue but that's a small price to pay for the colour I want without the damage, and it hasn't stained my pillow like other reviewers have mentioned, I think they haven't rinsed properly. I'm now thinking of mixing the ebony and midnight blue. Will update as to how long its lasts before needing reapplication. UPDATE: After four boxes of hair colour remover my hair was almost my natural dark brown, I have just applied one tub of midnight blue mixed with a little conditioner, I put it on dry hair and left it on for about two hours and I am sooooo pleased with the result. Its a very dark subtle blue, it almost looks black at a distance then you see the blue as you get nearer, under the light the blue is much more obvious but still subtle. Before deciding to try this I had also had a go at mixing a full pot of ebony with three quarter of midnight blue and got a gorgeous intense blue black. You can experiment with these colours and you don't need bleach.

### ⭐⭐⭐⭐⭐ Great colour that lasts!
*by V***Y on 6 May 2025*

Really impressed with this dye. Easy to apply and went a long way. I have blond hair naturally but did bleach the ends to give it the best start. Still going strong although less vibrant with nice pastor colour now after 20 washes! Very impressed.

### ⭐⭐⭐⭐⭐ Love this dye
*by B***S on 1 June 2023*

I have been using Rubine for 3 years now (and dying my hair unnatural colours for 28 cough*) and it’s the best one I’ve used (and I’ve used a lot!) , doesn’t dry the hair out, doesn’t stain the bath after rinsing and if you wash your hair once a week it lasts for ages, I will say that the photo shows it on bleached hair, the picture for the colour shows a deep purple colour but it isn’t, it is luminous pink! Photo shows it freshly died on faded bleached hair, it fades to a nice light pink unlike most that make you look like a fruit salad sweet where they fade to yellow, so even when it’s washed out it still looks nice, somethings I think it get more compliments when it need redoing that when it’s freshly done! I have thick shoulder length hair and the little pot is enough for my whole head, it goes so so far! If you’re hesitant, just go for it! It’s only hair, I’ve also used the white too that works so well on bleached hair. Just a great dye all round, never use anything else now.

## Frequently Bought Together

- Directions Hair Colour - White Toner 88ml Pot
- LA RICHE DIRECTIONS CARNATION PINK
- Pulp Riot Semi-Permanent Hair Color 4oz- Jam

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*Product available on Desertcart South Africa*
*Store origin: ZA*
*Last updated: 2026-03-15*