OUR STORY

BUILDING THE ICON

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IT’S MORE THAN HAIR

Hair is never just hair. It’s expression, confidence, individuality and being empowered to step out every day feeling your best. It can transform your day from good to bad. And we get it, which is why we are inspired daily to bring salon quality haircare to your home.

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TRANSFORMING HAIR
SINCE 1988

In 1988, inside a West London salon, one man’s fascination with hair sparked something bigger. Turning everyday looks into cultural moments, John Frieda grew from a neighbourhood name into a global movement  - and the first icons proved it all: Thickening Lotion that gave fine hair the presence it deserves, and Frizz-Ease Serum that put an end to the “frizz fight” for good. No empty promises. This was salon-quality results, made effortless for everyone, everywhere.

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TODAY

The mission is unchanged, but the tools are even sharper. Partnering with stylists, haircare experts, leading research centres- all with decades of mastery - we are powered by science, guided by salon expertise to bring specific haircare solutions tailored to meet individual needs. Hair is our obsession. Whether it’s sleek, frizz-free sophistication, voluminous waves, or to make Blonde Blonder, we provide salon quality hair transformation to consumers worldwide, meeting real life needs in real time.

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SALON ATTITUDE.
EVERY DAY.

At John Frieda, we believe that no moment in life is too small for great hair. Or the confidence that comes with it. So wherever you are, whatever you’re doing you can get that salon attitude feeling, every day with John Frieda.