Brand news: John Frieda; Kurkdjian x Dior; The Body Shop, Lush & more

By Kirsty Doolan

- Last updated on GMT

As part of its marketing strategy, Kao's John Frieda Hair Care brand will be working with a 'collective' of creators and hair experts
As part of its marketing strategy, Kao's John Frieda Hair Care brand will be working with a 'collective' of creators and hair experts

Related tags dior Fragrance Baby care products Perfume L'oréal The body shop Natura & Co Lush kao corp Hair care

The latest beauty brand news you’ll want to know about.

John Frieda created an education collective

This week, Kao-owned hair care brand John Frieda launched The House of Frieda, a collective of top hair stylists and content creators that will educate consumers on its product range, serve as media spokespeople, and act as an expertise ‘think tank’ for the brand’s future plans.
"With the House of Frieda, we are going back to our roots," says ​Director of Marketing at John Frieda Hair Care, Marissa Vallillo.

"Our salon heritage has driven our brand to create breakthrough, game-changing products that make our consumers feel like they have a piece of that expertise in every bottle. I am excited to partner with this incredibly talented team of stylists and creators to help us showcase how powerful the transformative benefits of our brand can be."
The initiative will start this autumn and run through 2024 and beyond. Each member of the collective will have their curated bundle featured on John Frieda Hair Care’s website and their content will be showcased across their respective social media platforms, as well as the brand's channels.

Kurkdjian x Dior launched a baby scent range

LVMH’s Dior beauty has relaunched its baby care line, which includes a scent created by perfumer Francis Kurkdjian called Bonne Etoile, as well as a cleansing foam, body lotion and liquid cleanser.
According to media reports, the range is set to launch in Europe, the US and Middle East this week and will sell internationally from January next year.

Natura & Co is potentially selling The Body Shop

This week, Brazilian beauty company Natura & Co said it has agreed to enter exclusive talks to with private investor Aurelius Group to potentially sell The Body Shop.

In August, six years after it bought the business from L’Oréal, it announced that it was searching for “strategic alternatives”, which could potentially mean a sale.

The company said the terms and conditions were being negotiated and that there was no guarantee that the transaction would be completed.

Natura also sold prestige brand Aesop to L’Oréal in August this year.

Unilever Ventures invested in clean fragrance brand

Unilever Ventures (UV) True Beauty Ventures (TBV) announced they have made a minority investment in clean fragrance brand The 7 Virtues.

It’s the first time either venture capital firm has made a fragrance investment, and signals ongoing investor confidence in the sector.

Lush has plans for a London spa

Today Lush is opening a new location in London’s Covent Garden, which will start life as a festive popup and turn into a spa in spring 2024.

The new store is set to feature the brand’s latest tech launch, the Bath Bot, which is designed to create a light and sound show in the bathroom.

Lush Property Director Ellen Peters said: “We’re thrilled to be returning to the historic market and now vibrant retail hub of Covent Garden. In keeping with the market’s heritage when flowers, fruits, vegetables, roots and herbs would have been sold, we’ll bring our local, handmade, products made from fresh ingredients.

We’re excited to accommodate our Lush Spa concept within this space and look forward to providing an oasis of calm within central London where our customers can slow down to speed up.”

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