Professional direct hair color deposits vivid pigment without a traditional developer. This collection currently features OYA Wild direct dye, a creamy gel used on pre-lightened hair for intense, mixable fashion shades and pastels when clear is added. It is intended for licensed colorists creating creative or statement work, not for covering resistant gray.

How to choose. Direct dye belongs on hair lifted to the correct underlying level. Porous ends take pigment faster. Educate the client on fade and send home the right shampoo and conditioner.

For gray coverage or lift, return to the broader color assortment and support the hair with a treatment from hair care.