L'Oréal Dia Richesse is L'Oréal's next generation semi-permanent hair colour. It's advanced alkaline technology offer rich, deep reflects and incredible softness, ideal for natural or colour-treated hair. The ammonia free tone-on-tone colour gives up to 70% white coverage, lightening up to 1.5 levels and darkening up to 4. Dia Richesse colours develop in just 20 minutes and fade away discreetly over time. Perfect for those clients who are new to colouring or those looking for a gentle refresh of their existing colour.