La Riche Directions Pre Colour Shampoo Vegan Friendly & Cruelty Free 100ml. Specially formulated for the first step towards a head full of gorgeous colour. PH Acid Balanced Shampoo. For best results use with Directions Colour Protecting Shampoo & Conditioner to maintain colour of the hair. La Riche Ltd was established in England since 1981 known as one of the leading Hair Dye brands which distribute worldwide. Get ready to glow with the most intense range around. La Riche Directions Hair Dye has great options for all hair colouring needs. Bright bold colours, unique shades and tones. The Semi-Permanent hair colour is not tested on animals.