Directions semi permanent hair colours are never tested on animals. And with no ammonia, peroxide or PPD, they are the safer way to colour your hair. Made in the UK
We recommend that you google the colour that you like and see the different outcomes to decide what is the best shade for you, please note that if you have dark hair, the bright colours will not do much unless you pre-lighten your hair
White toner and silver especially need to go on white or very light hair as they tone out the yellowness of bleached hair, they wont make it lighter alone!
some colours are the new 100ml pots hence the price difference