Pioneering haircare brand John Frieda has announced its most ambitious brand relaunch with a bold new vision, reformulated products, sustainable packaging and a new communication platform.  

As part of the relaunch, John Frieda is introducing new cutting-edge formulas, advanced fragrance technology and redesigned premium packaging. With a focus on inclusive, modern design, the innovations not only reinforce the brand’s sustainability commitments but also elevate product performance.  

All new and updated products have been reformulated as vegan with cleaner ingredients and are free from harsh surfactants and preservatives, while still maintaining salon-level results.  

John Frieda has also partnered with DSM-firmenich to introduce Aura Boost fragrance technology, with formulas now containing emotion-boosting molecules that help promote energy and empowerment.  

The upgrades also give 2026’s conscious consumers transparency and efficacy, while the sleek packaging promotes accessibility and inclusivity.  

John Frieda’s ‘Salon Attitude. Every Day.’ platform celebrates confidence, individuality and transformation at the heart of both salon culture and the brand’s ethos, harking back to breakthrough products including the Frizz Ease Serum, Sheer Blonde and Brilliant Brunette which have enabled consumers to embrace individuality through professional performance and personalised care. 

Armin Haery, Senior Director of Consumer Care Business at Kao, says: “When John Frieda first launched 5 decades ago, it was about more than just haircare – it was about empowering self-expression and confidence, with salon-calibre qualify and feel, bringing products for specific consumer needs such as frizz, colour and volume right to our consumers’ doorsteps. 

“With this relaunch, we want to connect back to these roots and honour the brand’s legacy by bringing ‘Salon Attitude. Every Day.’ to life through product innovation and the way we engage with our brand community. 

“Guided by our creative principles of focus, fascination and flair, we’re redefining what modern haircare means for today’s conscious, empowered consumer,” comments Haery.