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.

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Our Innovations are
inspired by you

Live Frizz-Free

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

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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. 

your Stories

Start a Brunette Revolution

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

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Brilliant Brunette®. A collection that changed the game.
attention.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

RETHINK VOLUME

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

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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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