Melissa Meisel, Associate Editor09.07.21
For Fall 2021, Fort Lauderdale, FL-based indie beauty brand No Fade Fresh adds two new hues to its popular line of color-depositing shampoos and conditioners. The additions include Raspberry Rush and Sunflower Brite Blonde and are available in the mass market now.
The No Fade Fresh line of color-depositing shampoos and conditioners debuted in February 2020, rolling out in select CVS, Target, and ShopRite stores and their online counterparts. Since that time, the product company has also added Wegman’s, Harris Teeter, HEB and Rite Aid to its retailer list.
“Our success has been incredible,” said Leland Hirsch, CEO of No Fade Fresh. “Our team created this category in the 1980s, and has always had great success with professional colorists, distributors and salons, but our new venture into the food, drug, mass channel has proven that we are providing a product that consumers want, and it was an easy decision to expand our color selection to accommodate them. This is a great product for the DIY customer that wants to be able to play with their color.”
Deep Roots
Happi readers might recognize Hirsch, a beauty industry veteran known as “The Hair Color Authority.” Hirsch was the go-to hair consultant for leading beauty publications like Vogue and Harper’s Bazaar, and was a new product developmental consultant for companies including Redken, Clairol and others for more than 40 years.
In the 1990s, Leland developed the first color-depositing shampoos and conditioners under the ARTec banner, which were sold through professional salons, allowing salons/stylists to perfect color and offered to clients for home hair color maintenance. ARTec was sold to L’Oréal in 2002. In 2020, Hirsch applied his expertise from professional sector to the food/drug/mass channel with the launch of No Fade Fresh.
About the Products
All No Fade Fresh products feature a built-in Bond Rebuilder technology, BondHeal, that strengthens and repairs the hair from past damage, plus a standalone BondHeal conditioning mask.
No Fade Fresh says it formulates products that can be defined as clean, plant-based beauty. The collection is touted as the only on-shelf hair care that can make the following claims: 100% vegan, no gluten, no sulfates, no PPD, no parabens, no mineral oil and PETA-certified/cruelty free with no animal testing.
Additionally, the company created the first “smart label for smarter color choices,” with color swatches on the front of the packaging so it is visible at the point of purchase.
According to Hirsch, the directions on the back label provide a very precise salon color consultation.
“The label folds open showing a video on how the product is used. The QR code allows for changing videos and messaging to continuously share product knowledge,” he explained. “We want to extend the consumer’s hair color investment.”
The new colors are currently available online at http://nofadefresh.com, and are rolling out to retailers now.
The No Fade Fresh line of color-depositing shampoos and conditioners debuted in February 2020, rolling out in select CVS, Target, and ShopRite stores and their online counterparts. Since that time, the product company has also added Wegman’s, Harris Teeter, HEB and Rite Aid to its retailer list.
“Our success has been incredible,” said Leland Hirsch, CEO of No Fade Fresh. “Our team created this category in the 1980s, and has always had great success with professional colorists, distributors and salons, but our new venture into the food, drug, mass channel has proven that we are providing a product that consumers want, and it was an easy decision to expand our color selection to accommodate them. This is a great product for the DIY customer that wants to be able to play with their color.”
Deep Roots
Happi readers might recognize Hirsch, a beauty industry veteran known as “The Hair Color Authority.” Hirsch was the go-to hair consultant for leading beauty publications like Vogue and Harper’s Bazaar, and was a new product developmental consultant for companies including Redken, Clairol and others for more than 40 years.
In the 1990s, Leland developed the first color-depositing shampoos and conditioners under the ARTec banner, which were sold through professional salons, allowing salons/stylists to perfect color and offered to clients for home hair color maintenance. ARTec was sold to L’Oréal in 2002. In 2020, Hirsch applied his expertise from professional sector to the food/drug/mass channel with the launch of No Fade Fresh.
About the Products
All No Fade Fresh products feature a built-in Bond Rebuilder technology, BondHeal, that strengthens and repairs the hair from past damage, plus a standalone BondHeal conditioning mask.
No Fade Fresh says it formulates products that can be defined as clean, plant-based beauty. The collection is touted as the only on-shelf hair care that can make the following claims: 100% vegan, no gluten, no sulfates, no PPD, no parabens, no mineral oil and PETA-certified/cruelty free with no animal testing.
Additionally, the company created the first “smart label for smarter color choices,” with color swatches on the front of the packaging so it is visible at the point of purchase.
According to Hirsch, the directions on the back label provide a very precise salon color consultation.
“The label folds open showing a video on how the product is used. The QR code allows for changing videos and messaging to continuously share product knowledge,” he explained. “We want to extend the consumer’s hair color investment.”
The new colors are currently available online at http://nofadefresh.com, and are rolling out to retailers now.