Matrix SoColor Cult Direct - Flamenco Fuschia - 118ml. SoColor Cult is a vibrant hair colour range in Direct and Tone-on-Tone technology, both of which have no ammonia and are vegan friendly. It also stays true-to-tone with Matrix's first pure violet dye which means your vivid services don’t change shade between visits. It has pixel perfect, no-bleed application so precision application means better technique results, and it washes off clear thanks to maximum pigment deposit. No run off means all the colour is loaded on to the strand and the tube has 2x more conditioning, even after pre-lightening which makes for glossy, reflective vivid hair. All shades are intermixable with each other within the same technology to create endless colour opportunities.