The John Frieda Brand knows that demanding hair is complicated and unique, and in our quest for transformative formulas, we never compromise safety. All of our products are rigorously tested to pass and exceed the safety standards that are set before us. When it comes to our formulations, we are committed to always using transformative ingredients you can trust, to deliver results you can see and feel.
What are parabens? Parabens are preservatives that help to keep haircare products safe for use and free of harmful bacteria.
Our POV: Independent scientific committees have evaluated most parabens as safe for use in cosmetic products like shampoos, conditioners, and hair stylers. However, the John Frieda Brand consistently hears from some consumers with demanding hair that they would prefer to avoid them altogether. That’s why, for many of our products, we’ve identified an alternative preservative system to use in lieu of parabens. We have rigorously tested these paraben alternatives to ensure that they keep our products and formulations safe and bacteria-free. We will continue to consider how to best apply this system as we develop new products for the future, to avoid direct addition of parabens during production, and possibly lower the levels across the range. While today we do not directly add parabens to the vast majority of our shampoo or conditioner formulas, it is well accepted by regulatory authorities around the world that trace levels of an ingredient may inadvertently be present in a product due to the complex supply chain and manufacturing process.
What are sulfates? Sulfates are a type of cleansing ingredient used in hair care products to help remove unwanted dirt, oil, and buildup. Through our research, we have identified gentle, mild sulfates (“ethoxylated sulfates” if you’re wondering), that are powerfully effective in washing away unwanted accumulations, yet gentle enough for scalp and hair. When formulated in just the right way, these sulfates can help to keep blonde looking light and bright, red looking bold and vivid, brunette looking rich and multi-dimensional, and curls looking defined and bouncy.
Our POV: The John Frieda Brand is extremely particular about the types of sulfates we use. We use mild, gentle sulfates to get the best results possible for demanding hair. These sulfates won’t fade your hair colour or ruin your style– we know because we’ve tested them on every shade, texture, thickness, and curl pattern!
What are silicones? Silicones work by forming a microscopically thin and flexible coating on hair, creating a barrier against frizz and humidity, while locking in nourishing moisture when applied to damp hair. There are hundreds of different types of silicones that deliver various benefits for hair.
Our POV: The John Frieda Brand believes that silicones are a modern day miracle that, when used correctly, can deliver powerful transformation for demanding hair. We use a variety of silicones for different demanding hair types, to smooth frizz, add softness and shine, provide colour protection, detangle, reduce fly-aways, and to seal split ends. The types of silicone used in our formulas are never drying and, when used properly, do not create unwanted heaviness. They are easily removed by shampooing and do not build up on nor harm the hair.