John Frieda unveils global brand relaunch with focus on sustainability and innovation

John Frieda, owned by Japanese beauty giant Kao, has announced a global relaunch aimed at strengthening its position in the premium mass haircare segment.

The relaunch includes reformulated products, redesigned packaging and a new brand platform intended to modernise the brand while drawing on its salon-led heritage.

Founded in London in the late 1970s, John Frieda built its reputation by translating professional salon expertise into at-home haircare solutions. Products such as Frizz Ease Serum, Sheer Blonde, and Brilliant Brunette helped establish the brand as a specialist in addressing specific hair needs, including frizz control, colour care and volume.

The relaunch introduces a new global platform, "Salon Attitude. Every Day.", which reflects the brand’s continued emphasis on bringing "salon-quality to every individual".

According to Kao, the platform is designed to highlight confidence, individuality and transformation - qualities the brand associates with both salon culture and modern consumer expectations.

As part of the update, John Frieda products have also been reformulated. The brand notes that all new and updated formulas are vegan, contain fewer ingredients, and exclude certain surfactants and preservatives.

Meanwhile, Kao has partnered with fragrance company dsm-firmenich to introduce a new fragrance system, Aura Boost, which incorporates ingredients intended to enhance sensory and emotional experiences.

Packaging has been redesigned with a focus on sustainability, accessibility and inclusivity. The new designs aim to reduce environmental impact while improving usability.

Kao positions these changes as part of its wider environmental, social and governance (ESG) commitments under its Kirei Lifestyle Plan, which emphasises low-impact formulations and more sustainable packaging solutions.

It also aligns with Kao’s Global Sharp Top Strategy, which prioritises investment in brands and categories where the company believes it can achieve strong market leadership through differentiated, high-value offerings.

John Frieda is identified as a core brand within Kao’s Consumer Care Business, particularly in the EMEA region, where the company is focusing on long-term growth in premium mass beauty.

Michael Cramer, Vice President Consumer Care Business EMEA, said: "This relaunch is a clear reflection of Kao’s commitment to leading in innovation, strengthening our global brand portfolio, and advancing our sustainability agenda.

"As we mark this reinvention of John Frieda, we’re not only celebrating the brand’s heritage, we’re also strengthening the core of our EMEA Consumer Care Business underscoring Kao’s ambition to shape the future of premium mass beauty through purposeful, consumer-driven growth."