‘It’s For Me’ is an expression of self-actualization, empowering you to be unapologetically yourself with the hair to match. It’s about inclusivity, positivity, and self-expression.

The John Frieda® collection gives you the expertise and customized products to transform your hair and unlock the beauty of power in each individual.

John Frieda. It’s For Me.

MY curls. MY WAY.

Tame your curls, not your style. No two curls are alike, and one day’s bounce can be another day’s frizz. Our Frizz Ease® Dream Curls Collection is ready for all of it, and helps to revive your waves and curls with movement and definition to bring the best out of your hair.

MY blonde. MY WAY.

For a cooler, stronger blonde. Our Violet Crush Collection instantly tones unwanted brassy strands to keep that blonde hair looking salon fresh. Cleanse and condition your way to cooler, stronger, and oh so soft, blonde hair.

My Boost. My Way.

The Luxurious Volume® products transform fine, flat hair into salon-caliber, natural-looking volume. The result is long-lasting touchable fullness. The Luxurious Volume® products can be used on other types of hair to boost volume, but have been extensively tested on fine hair to ensure it delivers natural-looking volume.


We’re mindful of how our products impact the environment. Learn more about the improvements we’re doing to impact positive change.

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