A process for coloring and permanently shaping keratin fibers especially human hair comprising applying to the human hair: (a) an aqueous coloring composition based on at least one hair direct dye and not comprising any oxidative dye precursors and/or couplers, and rinsed off from hair with water after processing 1 to 45 min at a temperature of 20 to 45.degree. C. and towel dried, (b) placing the towel dried hair on curlers, (c) applying an aqueous composition comprising at least one reducing agent and rinsed off from hair with water after a processing time of 2-30 min at ambient temperature and towel dried, (d) applying a composition comprising at least one oxidizing agent and processed for 2 to 15 min and curlers are taken off from hair and optionally rinsed off from hair with water and optionally towel dried, and (e) applying an aqueous coloring composition based on at least one hair direct dye is optionally mixed with a composition comprising at least one oxidizing agent and rinsed off from hair with water after processing 5 to 45 min at a temperature of 20 to 45.degree. C., towel dried and dried with a dryer or left to dry in air.