Iconic hair care brand, John Frieda is excited to announce it has undergone its most ambitious global relaunch to date.
Serving salon confidence since 1988, John Frieda has been synonymous with empowering self-expression and delivering salon-quality results at home.
From the revolutionary Frizz Ease Serum to the iconic Sheer Blonde, Brilliant Brunette, and Dream Curls lines, the brand has consistently equipped consumers with personalised care for professional performance at home.
Now, the relaunch echoes John Frieda’s pioneering spirit, empowering people everywhere to step out with flair.
"When John Frieda first launched, it was about more than just hair care – it was about empowering self-expression and confidence, with salon-calibre quality and feel, bringing products for specific consumer needs such as frizz, colour and volume right to our consumers’ doorsteps," shared John Frieda AEMEA senior director, Armin Haery.
"With this relaunch, we want to connect back to these roots and honour the brand’s legacy by bringing ‘salon attitude everyday’ 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."
The relaunch includes complete packaging and formulation changes, as well as adding four new products to the line-up.
Packaging:
The tailored portfolio has been refreshed inside out. With a packaging redesign that projects a more premium, contemporary aesthetic, whilst staying true to the brand's roots.
Formulas:
All new and updated products have been reformulated to be free from harsh surfactants and preservatives, with shorter, more biodegradable ingredient lists that maintain salon-level results.
New additions:
- John Frieda Frizz Ease Infinite Smooth Shampoo ($21.99 at Priceline)
- John Frieda Frizz Ease Infinite Smooth Conditioner ($21.99 at Priceline)
- John Frieda Frizz Ease Infinite Smooth Salon Blow-Out Spray ($23.99 at Priceline)
- John Frieda Frizz Ease The Rescuer Weightless Repair Serum ($22.99 at Priceline)
Signature fragrances:
Introducing John Frieda’s new AuraBoost fragrance technology, designed to create an uplifting sensory experience. John Frieda’s new signature scent of raspberry, rose, and sandalwood is tailored for each range: Blonde, Colour, Frizz Ease, and Volume. Formulated with five or fewer declarable allergens and sustainable, lab-grown Dreamwood®, it’s a new era for the senses.
John Frieda's relaunched range is available now at Woolworths, Chemist Warehouse, Priceline, and Coles from July 2026.
You can find the full John Frieda product range and download hi-res imagery for editorial inclusions, here.
Image credit: Suppled/John Frieda
