When John Frieda opened his first salon on New Cavendish Street, London, he couldn't possibly have known the impact he was going to have on the world of hair care. Fast forward three decades and his brands are personal favorites of celebrities, beauty experts and consumers worldwide.

After years spent working with chemists to develop the perfect prescriptive solutions, it was his Frizz-Ease® Hair Serum that would not only revolutionize hair care, but eventually land in Allure magazine's "Cosmetic Hall of Fame" and be singled out by InStyle as "Product of the Decade." But his dedication to solving widespread hair care problems through innovative formulas and expert "how-to" instruction didn't stop there.

The John Frieda® team of celebrity stylists -- Our Experts -- has fueled the company's new product initiative with the inside track on hot, new celebrity hair trends. As part of the Kao Brands Company (a wholly-owned subsidiary of Kao Corporation of Japan) the global technology and research resources behind John Frieda® products are unrivaled.

After Frizz-Ease® became a household name in the early 1990's, John Frieda continued to pioneer fashion-forward line after line: Sheer Blonde®, Brilliant Brunette® and Radiant Red®; Luminous Color Glaze® – a salon-quality shine treatment that can be done right in the shower; the Luxurious Volume line, for gorgeous, full-bodied hair; and, most recently, the Root Awakening® line of products with natural Eucalyptus, for stronger, more radiant and beautifully healthy-looking hair.

Never content to rest on our laurels, we are continuously reinventing our inventions, adding new, more technologically advanced products to each line – products that meet women’s evolving needs.

Entrepreneurial in spirit and global in impact, the John Frieda® brand has consistently been the industry leader when it comes to innovative new products. Which begs the question: what will he come up with next?