The iconic premium haircare brand unveils a fresh new look, signature fragrances, travel-size convenience and a renewed promise: Salon Attitude. Everyday.
John Frieda is stepping into a new chapter with a rebrand that brings its salon heritage into the pace of modern life. Known for delivering salon-quality results at home, the brand’s latest evolution introduces a more premium visual identity, elevated signature fragrances, and travel-size products designed for confidence on the go.
At the heart of the relaunch is “Salon Attitude. Everyday.” - a platform that reinforces John Frieda’s belief that great hair should not be reserved for special occasions, but be part of everyday life.
The refreshed portfolio features redesigned packaging with a more contemporary, premium look, while staying true to the brand’s heritage. Beyond the visual update, John Frieda is also introducing a more sensorial haircare experience through its signature fragrances, with notes including bergamot, lemon, dreamwood and grapefruit, alongside a broader fragrance direction that speaks to a new era for the brand.
The relaunch also introduces travel-size products, making it easier for consumers to keep their favourite John Frieda essentials close at hand - whether in a handbag, gym bag, overnight case or while travelling.
With a redefined look, upgraded sensory appeal and practical innovation, John Frieda’s relaunch is more than a refresh. It is a confident move forward for a brand that continues to make salon-quality haircare feel relevant, elevated and accessible every day.
John Frieda is available exclusively at Clicks stores nationwide, as well as online. For more information, visit John Frieda on Instagram (@johnfriedasouthafrica), Facebook (@JohnFrieda South Africa) and TikTok (@John Frieda South Africa).
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