our story

Over three decades ago, the John Frieda brand started with the opening of a salon on New Cavendish Street, London. Today, the vision of the brand reflects that salon heritage: delivering transformational products that target specific style problems, for salon-calibre results you can see and feel.

We learnt that to get there, the solution has to be tailored to your hair’s specific needs. So we made it our mission to crack the differences behind exactly what makes blondes brighter, brunettes shine, and frizz an ancient memory. Our products are fueled by an understanding of what makes each individual hair type unique. To help your style meet its perfect match.


Our Innovations are
inspired by you

Live Frizz-Free

Frizz battles come in all shapes and sizes.
We made history by ending them.


The first name in the fight against frizz. The original John Frieda® Frizz Ease® serum. In 1990, this launch revolutionised style for once-untamable, frizzy manes. Giving them new freedom and flexibility. Now a collection to target frizz from every angle. Effortlessly mastering any style. 

Be That Blonde

Every day is better blonde.
Light, bright, and absolutely shimmering.


Since 1998, the John Frieda® Sheer Blonde® collection has been making blondes BLONDE. Tailored to deliver what your blonde hair desires most. Not just daily care, but what it takes to keep it the center of attention.

Start a Brunette Revolution

Brunettes are anything but one-dimensional.
We were the first to recognise it.


Brilliant Brunette®. A collection that changed the game.
The first-ever colour-care range made to enhance brown hair’s unique tones. Dimension for every kind of brunette. From rich caramel to the deepest espresso. Shine on.

Ignite Red

Red is the fire behind fierce confidence.
Let’s amplify it.


For over a decade, our Radiant Red® collection has kept hair vibrant. Combating the way red hair colour fades on not just 1 or 2, but 3 dimensions. Red doesn’t have to stop.


For smooth hair, that leaves your colour looking vibrant and fresh


A powerful trio of shine-boosting essentials for all hairstyles that instantly and weightlessly magnifies sheen to bring out your most radiant shade, whether it’s natural or colour-treated hair. The three-step Vibrant Shine system ditches parabens, silicone and SLS/SLES sulfates that sit on top of your hair with a formula that features 97% biodegradable ingredients to deliver weightless radiance that make all hair shades glisten.

Now Show the World

what your hair can do

Click below to find your inspiration.
Get paired with the best hair products for you.

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