OUR STORY

Experts in transforming demanding hair.

THE FIRST NAME IN PROFESSIONAL HAIRCARE

Born over three decades ago in a London salon, the John Frieda brand was founded on a revolutionary idea; salon-caliber haircare products expertly tailored for specific hair concerns and transformational results. Since then, we’ve led the way with breakthrough care and transformational styling solutions. Whether you want to achieve the ultimate level of frizz-free smoothness, your brightest, most nourished blonde or maximized volume, we are here to help you achieve your hair goals.

UNPARALLELED EXPERTISE

The John Frieda brand is built on expertise that comes from the rare mix of a rich salon heritage and cutting-edge science. This combination provides unique experience, knowledge and perspective that informs everything we do. We’re constantly innovating, inspired by our consumer’s unmet haircare and styling needs, our pioneering research team and game-changing ingredient technologies, to create transformational products and a uniquely salon-caliber experience.

Our Commitment

We are committed to developing products which work for you, for society and for the planet – without compromise.