our story

Thirty years ago, the John Frieda brand was born out of demands. The world’s leading fashion magazine needed a stylist to quickly transform demanding hair types on photography shoots. Women with demanding hair had trouble getting the looks they wanted at home, so they sought help at the salon.  

Through this experience, John Frieda understood that hair can be unique, and there was no one-size-fits-all approach for dull blonde, unruly frizz, or super fine hair. They all demanded specialized products. And these products didn’t exist, so he designed them.

The brand was born...and the John Frieda brand has made a mission of examining and studying hair to understand exactly what brightens blonde, banishes frizz, and boosts hair for lasting volume.

With products that are meticulously formulated and tested on real clients, we’ve worked and reworked our formulas so that you can overcome your hair challenges. We won’t be satisfied until your hair is just the way you want it, reflecting your absolute best.

John Frieda Hair Care creates specialized formulas designed to reveal your uniqueness. Designed to meet the needs of your demanding hair. Hair that demands attention.


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 revolutionized 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.

your Stories

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.

your Stories

Start a Brunette Revolution

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

your Stories

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.

your Stories


Fine hair doesn’t have to fall flat.
Now the luxury of volume is yours.


In 2007, Luxurious Volume® Blow Dry lotion transformed fine hair. And we’ve been building ever since. Today, we offer a full range of solutions tailored to help give every style long-lasting, touchable volume. That speaks for itself.

your stories

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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