--- product_id: 77201514 title: "La Riche Directions Semi-Permanent Hair Color 100ml Tubs - Atlantic Blue" brand: "la riche" price: "VT4738" currency: VUV in_stock: true reviews_count: 9 url: https://www.desertcart.vu/products/77201514-la-riche-directions-semi-permanent-hair-color-100ml-tubs-atlantic store_origin: VU region: Vanuatu --- # 30 min quick application Ammonia & peroxide free formula Vibrant semi-permanent pigment La Riche Directions Semi-Permanent Hair Color 100ml Tubs - Atlantic Blue **Brand:** la riche **Price:** VT4738 **Availability:** ✅ In Stock ## Summary > 💙 Unleash your inner icon with Atlantic Blue brilliance! ## Quick Answers - **What is this?** La Riche Directions Semi-Permanent Hair Color 100ml Tubs - Atlantic Blue by la riche - **How much does it cost?** VT4738 with free shipping - **Is it available?** Yes, in stock and ready to ship - **Where can I buy it?** [www.desertcart.vu](https://www.desertcart.vu/products/77201514-la-riche-directions-semi-permanent-hair-color-100ml-tubs-atlantic) ## Best For - la riche enthusiasts ## Why This Product - Trusted la riche brand quality - Free international shipping included - Worldwide delivery with tracking - 15-day hassle-free returns ## Key Features - • **Universal Use:** Works best on bleached or pre-lightened hair for maximum color payoff and longevity. - • **Vibrant Atlantic Blue:** Make a bold statement with intense, eye-catching color that turns heads. - • **Cruelty-Free Confidence:** Ethically crafted with no animal testing—beauty with a conscience. - • **Gentle on Hair, Tough on Fade:** Ammonia, peroxide, and paraphenylenediamine free for healthier, shinier locks. - • **Quick 30-Minute Transformation:** Get salon-worthy results fast—perfect for busy pros on the go. ## Overview La Riche Directions Semi-Permanent Hair Color in Atlantic Blue delivers vibrant, long-lasting color in just 30 minutes. This ammonia- and peroxide-free formula nourishes hair while providing a bold, fade-resistant finish. Ideal for bleached or pre-lightened hair, it’s cruelty-free and easy to apply, making it the go-to choice for millennials seeking standout style with ethical values. ## Description Product Description Direct colour cream for tundouml; bright, bright colours for the ultimate, coloured style. Hair is also protected from drying out without exposure time, can be used from colour boost effect on natural hair to ultra-space for bleached hair, red tundouml; ne, mandarin, flamingo pink and plum can be used universally. Tundouml with weak red content and other colour tundoumls. ;;ne require bleached hair or pre-bleaching. Ingredients Aqua (Pure), Cetearyl Alcohol, Distearoylethyl, Hydroxyethylmonium, Methosulfate (And) Cetearyl Alcohol, Ceteareth-20, Citric Acid, Methylparaben, Hc Yellom 4, Basic Orange 31 Basic Violet 16, Basic Red 51, Ci60730, Basic Blue 99 Hc Blue 15, Ci42520. 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 Apply the cream to dry, unwashed hair, leave it on for 30 minutes, then rinse thoroughly. See more Review: Poppy Red- Lovely deep colour that doesn't fade easily - I used to use Directions when I was a teenager and (many years) later decided to go back to my fun, bright hair. I thought dyes would have came on a lot by now, so tried a variety of different brands... and in the end have came back to the old reliable Directions pots. They haven't changed much, and still give me great, vibrant colour. I would say that these are genuine and are the same as those that I used to buy in an alternative clothing shop. How long the 4 pots last varies from person to person- I have quite long hair, and 2 pots is plenty for a full application- i buy a 4 pack and this usually lasts me 6 weeks (I top up at about 3 weeks, but this is optional, and is only because I like to keep the vibrant red shade and I do wash my hair quite often) So I tend to buy a new pack every 6 weeks or so. Still a bargain at this price compared with other dyes I was using. I use the poppy red on top of bleached blonde (no conditioner in between) and I love the deep colour that it turns out. It also fades to a nice pink as opposed to orange shades that are so common with red colourings. I would say that using this on natural hair colour probably won't work simply because it isn't porous. Any time I do a top up dye, I notice that the colour washes off of my natural root straight away, no matter how long it has been in for. As this is basically just a pigmented conditioner you can leave it in as long as you like. I usually apply mine and wrap in clingfilm and leave it on for hours while I'm cleaning. I usually also condition my hair after dying because it can still feel brittle due to the bleach. The colour is not colourfast- but anyone using semi permanent dye should know this already. It runs all over your shower/ grouting/ towels/ white t-shirts and bedding. Eventually it stops transferring onto the bedding, but this is usually when you are due a top up. (I find it easiest to buy all black bedding) Don't worry though- it all comes out in the wash- this is a particular relief when you tell hotel staff when you are checking out... *Tips* - Dye on top of a hard/ tiled floor- it can splash/ drop off. - The colour lasts with care- try not to wash as often (dry shampoo is your friend) and use cooler water when washing. - - - Also use shampoo and conditioner for coloured hair to prolong the results. - Spray bleach will clear this from the grouting on the shower too. Review: Lovely shade and worked on natural dark blonde - Usual directions quality. Stuck really well to my sons natural dark blond hair, started to fade to an greeny blue after a few washes, but we weren't being careful as it needed to be out for school anyway. It was just the perfect shade of dark blue he was after! It's lasted longer than expected 😅 just be aware it bleeds a little before the first couple of washes - it came off on the ivory leather seats in my car 😳 (rubbing alcohol fixed that fortunately when the leather cleaner didn't touch it) and when he sweated on his mtb a bit came off on his forehead. ## Features - La Riche Directions Semi Permanent Hair Dye - Bright hair dye colours - Tamper proof lid - Instructions included - Not tested on animals ## Technical Specifications | Specification | Value | |---------------|-------| | ASIN | B003UTC7RW | | ASIN | B003UTC7RW | | Benefits | Hair Coloring | | Best Sellers Rank | 4,824 in Beauty ( See Top 100 in Beauty ) 53 in Semi-Permanent Hair Colour | | Brand Name | La Riche | | Colour | Atlantic Blue | | Container Type | Tin | | Customer Reviews | 4.4 4.4 out of 5 stars (27,963) | | Customer reviews | 4.4 4.4 out of 5 stars (27,963) | | Full Cure Time | 30 Minutes | | Hair Color Permanence | Temporary | | Hair Type | Straight | | Is discontinued by manufacturer | No | | Item Form | Liquid | | Item Weight | 130 Grams | | Item model number | 5014 | | Manufacturer | Directions | | Manufacturer | Directions | | Material Features | Natural | | Material Type Free | Ammonia Free, Paraphenylenediamine Free, Peroxide Free | | Number of Items | 1 | | Product Dimensions | 50 x 50 x 28 cm; 130 g | | Unit Count | 100.0 millilitre | ## Product Details - **Brand:** La Riche - **Colour:** Atlantic Blue - **Hair type:** Straight - **Item form:** Liquid - **Material Type Free:** Ammonia Free, Paraphenylenediamine Free, Peroxide Free - **Material feature:** Natural - **Number of items:** 1 - **Package information:** Tin - **Product benefits:** Hair Coloring - **Unit count:** 100.0 millilitre ## Images ![La Riche Directions Semi-Permanent Hair Color 100ml Tubs - Atlantic Blue - Image 1](https://m.media-amazon.com/images/I/71CYCVXmQmL.jpg) ## Available Options This product comes in different **Color, Size** options. ## Customer Reviews ### ⭐⭐⭐⭐⭐ Poppy Red- Lovely deep colour that doesn't fade easily *by L***Y on 27 January 2019* I used to use Directions when I was a teenager and (many years) later decided to go back to my fun, bright hair. I thought dyes would have came on a lot by now, so tried a variety of different brands... and in the end have came back to the old reliable Directions pots. They haven't changed much, and still give me great, vibrant colour. I would say that these are genuine and are the same as those that I used to buy in an alternative clothing shop. How long the 4 pots last varies from person to person- I have quite long hair, and 2 pots is plenty for a full application- i buy a 4 pack and this usually lasts me 6 weeks (I top up at about 3 weeks, but this is optional, and is only because I like to keep the vibrant red shade and I do wash my hair quite often) So I tend to buy a new pack every 6 weeks or so. Still a bargain at this price compared with other dyes I was using. I use the poppy red on top of bleached blonde (no conditioner in between) and I love the deep colour that it turns out. It also fades to a nice pink as opposed to orange shades that are so common with red colourings. I would say that using this on natural hair colour probably won't work simply because it isn't porous. Any time I do a top up dye, I notice that the colour washes off of my natural root straight away, no matter how long it has been in for. As this is basically just a pigmented conditioner you can leave it in as long as you like. I usually apply mine and wrap in clingfilm and leave it on for hours while I'm cleaning. I usually also condition my hair after dying because it can still feel brittle due to the bleach. The colour is not colourfast- but anyone using semi permanent dye should know this already. It runs all over your shower/ grouting/ towels/ white t-shirts and bedding. Eventually it stops transferring onto the bedding, but this is usually when you are due a top up. (I find it easiest to buy all black bedding) Don't worry though- it all comes out in the wash- this is a particular relief when you tell hotel staff when you are checking out... *Tips* - Dye on top of a hard/ tiled floor- it can splash/ drop off. - The colour lasts with care- try not to wash as often (dry shampoo is your friend) and use cooler water when washing. - - - Also use shampoo and conditioner for coloured hair to prolong the results. - Spray bleach will clear this from the grouting on the shower too. ### ⭐⭐⭐⭐⭐ Lovely shade and worked on natural dark blonde *by E***J on 10 September 2025* Usual directions quality. Stuck really well to my sons natural dark blond hair, started to fade to an greeny blue after a few washes, but we weren't being careful as it needed to be out for school anyway. It was just the perfect shade of dark blue he was after! It's lasted longer than expected 😅 just be aware it bleeds a little before the first couple of washes - it came off on the ivory leather seats in my car 😳 (rubbing alcohol fixed that fortunately when the leather cleaner didn't touch it) and when he sweated on his mtb a bit came off on his forehead. ### ⭐⭐⭐⭐⭐ Excellent dye- highly pigmented *by A***R on 31 July 2022* Great dye- highly pigmented so nice strong colours. I have dark hair with some greys and tend to use Atlantic blue which initially will colour all my hair blue - my dark areas only reflect blue in the light but my greys are quite bright. I usually find that that the colour will gently fade and after around 6 washes my darker hair only holds a faint blue but my greys hold it for months! - as I am an older woman now I feel this is perfect for me and I don’t have to worry about lightening my hair with bleach.I frequently get complements on my colour but really I just bung it on (with gloves) and when I can be bothered I reapply. When using just make sure you apply a thick cream or Vaseline around your entire hairline and ears to prevent the colour from dying your skin as it is very hard to remove without scrubbing! I then dip a fine comb into the pot to scoop up approx dessert spoon of dye and then apply to separated section of hair by using my comb like a knife to spread it over the surface - I then will comb the section out repeatedly from root to tip to ensure even coverage. I have a short Bob so I find this quite easy but if you can get someone to help even better! I then leave for around 30mins before washing out, rinsing thoroughly just with water until it runs almost clear and then using a small amount of shampoo to remove the last of the dye. I then will sometimes use a conditioner but often not as I find that my hair tends to feel quite soft after dyeing. I will say that for a few nights you should not have a white pillowcase as the colour will transfer!(easily comes out in the wash) and also that your shower/bath will be blue too- again comes off when you clean hard! Also recommend laying down an old towel/sheet/newspaper on the floor to protect your floor from drips. Hair dye likes to try and get everywhere! --- ## Why Shop on Desertcart? - 🛒 **Trusted by 1.3+ Million Shoppers** — Serving international shoppers since 2016 - 🌍 **Shop Globally** — Access 737+ million products across 21 categories - 💰 **No Hidden Fees** — All customs, duties, and taxes included in the price - 🔄 **15-Day Free Returns** — Hassle-free returns (30 days for PRO members) - 🔒 **Secure Payments** — Trusted payment options with buyer protection - ⭐ **TrustPilot Rated 4.5/5** — Based on 8,000+ happy customer reviews **Shop now:** [https://www.desertcart.vu/products/77201514-la-riche-directions-semi-permanent-hair-color-100ml-tubs-atlantic](https://www.desertcart.vu/products/77201514-la-riche-directions-semi-permanent-hair-color-100ml-tubs-atlantic) --- *Product available on Desertcart Vanuatu* *Store origin: VU* *Last updated: 2026-05-04*