John Frieda has been delivering salon quality results at home since 1988, and now the beloved premium haircare brand is marking more than 35 years of expertise with its most ambitious global relaunch to date. From the revolutionary Frizz Ease Serum to cult favourites like Sheer Blonde, Brilliant Brunette and Dream Curls, the label built its name on personalised care that brings professional performance to your bathroom shelf. This refresh reconnects with those roots while bringing the brand’s salon attitude, every day ethos firmly into the present.
The relaunch is a complete transformation, inside and out. Every new and updated product has been reformulated to be free from harsh surfactants and preservatives, with shorter, more biodegradable ingredient lists that still deliver the salon level results fans expect. The packaging has also had a refresh, with a more premium, contemporary redesign that stays true to the brand’s heritage. As Armin Haery, Senior Director of John Frieda AEMEA, puts it, the goal was to honour the legacy while redefining what modern haircare means for today’s conscious, empowered consumer, guided by the creative principles of focus, fascination and flair.
Then there’s the scent. John Frieda is introducing its new AuraBoost fragrance technology, a signature blend of raspberry, rose and sandalwood designed for an uplifting sensory experience. Tailored across the Blonde, Colour, Frizz Ease and Volume ranges, the fragrance is formulated with five or fewer declarable allergens and features sustainable Dreamwood that is grown in a lab, proving that great hair can smell just as considered as it looks.
The relaunched range is available now at Woolworths, Chemist Warehouse and Priceline, with Coles to follow from July 2026.
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