The Directions Rich Naturals collection has arrived at Beautifeye, bringing a fresh set of deep, polished shades for anyone who loves colour but wants a more wearable, everyday finish. Think rich brunettes, molten coppers and inky blacks with a glossy salon look – all from the classic La Riche Directions semi-permanent formula you already know.

What Is Directions Rich Naturals?

The Rich Naturals range has been created to give softer, more refined tones compared to the bright, high-impact shades Directions is famous for. Each colour is packed with pigment, but the results are smoother, more blended and beautifully flattering on a wide range of hair types and skin tones.

The creamy conditioning base helps to leave hair feeling soft and manageable after colouring, while the shades are designed to give even coverage and a healthy shine.

The New Shades in the Collection

Beautifeye now stocks all eight new Rich Naturals colours:

• Onyx – a deep, jet black with a sleek, mirror-like finish for maximum intensity.
• Black Amethyst – dark and glossy with a subtle aubergine tone that adds interest without being too bold.
• Bloodstone – a rich dark brown with warm red undertones for multi-dimensional depth.
• Bronzite – a brunette shade with soft bronze-red undertones, perfect for a polished, understated look.
• Brown Jasper – mahogany brown with gentle red reflects for a luxurious, classic finish.
• Sunstone – a warm copper with rusty orange shimmer that catches the light beautifully.
• Fire Opal – a spiced copper tone that gives a molten, glowing effect without looking too bright.
• Amberwood – a rich traditional copper shade with an ember-like glow and natural-looking depth.

How to Get the Best Results

For the strongest, truest result we recommend applying Rich Naturals shades to bleached or very light hair. The colour shown on the pot is based on a level 10 base, so if your hair is darker you will see a softer, more subtle version of the shade.

Always apply to clean, towel-dried hair and work the cream evenly from root to tip. Leave the colour on for 15 to 30 minutes depending on how intense you want the result, then rinse with cool water until it runs clear.

Why Buy Directions from Beautifeye?

• Genuine Directions hair dye direct from an established UK retailer.
• Full range of classic brights, pastels and the new Rich Naturals collection.
• Fast UK delivery, plus international shipping options.
• Helpful customer support if you need advice on shade choice or application.

If you already love the classic Directions colours but want something a little softer, the new Rich Naturals collection is a great way to switch up your look while keeping that familiar, conditioning formula. Explore the full range now at Beautifeye and find the shade that fits your style.

Frequently Asked Questions

Are Directions Rich Naturals safe for all hair types?

Yes. Directions Rich Naturals colours use a conditioning, vegan-friendly, peroxide-free formula that is gentle on the hair.

Do I need to bleach my hair before using these colours?

For the strongest and most vivid results, Directions recommends applying Rich Naturals shades to light or pre-lightened hair. However, they can still add subtle tones to darker hair.

How long does the colour last?

Rich Naturals colours are semi-permanent. They gradually fade with washing, heat styling, and hair porosity. Most people enjoy the colour for several weeks.

Is the Rich Naturals range cruelty-free?

Yes. All Directions hair dyes, including the new Rich Naturals collection, are vegan-friendly and cruelty-free.