John Frieda Goes Vegan and Sustainable in Brand Overhaul
John Frieda has unveiled a refreshed brand identity, signalling a new chapter for the salon-born label. The relaunch presents a sharper look, reformulated products and packaging made with 50% recycled materials, all aimed at keeping the brand competitive in today’s premium mass market.
First, the visual reset. The range now features cleaner graphics and a more cohesive colour system, making it easier to spot your go-to solution, whether that’s frizz control, colour protection or volume for fine hair.
The formulas have been streamlined, too. They’re now vegan and cruelty-free, made with fewer but more effective ingredients, and free from harsh surfactants. Updated fragrances are designed to give that just-left-the-salon finish, without being overpowering.
The relaunch sits under a new global platform, “Salon Attitude. Every Day.” It’s a straightforward message. Founded in a London salon in the late 1970s, John Frieda built its name on targeted, problem-solving products such as Frizz Ease Serum and Sheer Blonde.
Behind the scenes, innovation is driven by parent company Kao Corporation and its Haircare Centre of Excellence. The goal is simple: maintain salon-level performance while aligning with modern expectations around cleaner formulas and more responsible packaging.
To connect with a new generation of consumers, the brand has also launched “The Hot Hair Hotline”, a social-first platform fronted by the Nader sisters — Brooks, Mary Holland, Grace Ann and Sarah Jane.
Expect short videos, quick fixes and practical styling advice delivered in a format that feels native to Instagram and TikTok.
