The hair care brand is working with charity Crisis to support those who are homeless, delivering free haircuts and donating personal care products
The ‘See Me, See My Potential’ initiative will give London-based homeless people access to support
It is also working with fashion photographer Leonie Blue to create a series of portraits that “capture the unique personalities and joy of each Crisis individual”.
A donation will also be made to the charity every time a John Frieda product is purchased on boots.com between 3 October to 23 October.
As the cost of living crisis worsens, it is putting increasing strain on the vulnerable. As a result, the charity reported the number of people at risk of homelessness is likely to rise.
“The scale of homelessness in the UK is deeply concerning, and the mental impact on those experiencing homelessness cannot be underestimated,” said Kathryn Hill, Marketing Director at John Frieda.
“Through our ongoing partnership with Crisis, we hope to be able to play our small part in helping its members realise their potential, boost their confidence and feel more like themselves.”
Crisis CEO, Matt Downie, added: “People experiencing homelessness often tell us how it strips them of their dignity and damages their self-confidence. Simple things, like having a haircut, can make a difference.
“It was great to see how much our members enjoyed the haircuts and styling John Frieda provided.
“You could really see how people came out of their shells when they were in the stylist’s chair, and several of our members said their new hairstyles made them feel immediately more confident.”
Crisis is the national charity for people experiencing homelessness in Britain.
Last month, luxury fragrance brand Jo Malone London launched a new charity to help tackle mental health stigma.