Vidal Sassoon has named Richard Ashforth its International Creative Director.
The hair stylist and Global Ambassador for Schwarzkopf Professional has returned to the hair care and styling salon business after forging his own beauty career.
Ashforth co-founded Saco Salons & Academies in 2006 and served as International Creative Director at the international hair salon and academy group.
He started his hairdressing career at Sassoon's in 1987.
Ashforth’s comeback brings a “renewed energy and a contemporary outlook”, which Vidal Sassoon said is “grounded in a profound connection” to the company’s heritage.
Ashforth said: “It is an incredible honour to step into this role, following in the footsteps of some of our industry’s most iconic names.
“I look forward to adding a fresh creative perspective to the house, while upholding the cherished codes that have established this monumental heritage.”
Ashforth will work alongside 47-year Vidal Sassoon veteran Mark Hayes, who is being promoted to the newly created role of Senior International Creative Director.
Hayes will direct the global vision of Vidal Sassoon, overseeing international campaigns, strategic decisions and seasonal collections.
This also includes management of partnerships and strategy across product and salon experiences.
Ashforth will execute these decisions, overseeing campaign development, in-salon visuals, education content and product creativity across global markets.
“This creative structure allows us to be both visionary and precise – global and local, timeless and cutting-edge,” said Debbie Webster, Vidal Sassoon’s Global CEO.
“It gives us the clarity and flexibility we need to grow, inspire and lead.”
Webster added: “This announcement marks a renewed investment in creative excellence for Vidal Sassoon.
“Honouring its legendary heritage while forging a bold and collaborative future defined by innovation, artistry and global impact.”
Vidal Sassoon’s eponymous founder opened the brand’s first salon in London in 1954 and later launched a hair product line in 1974.
Henkel acquired the brand’s Greater China operations from Procter & Gamble in February 2024.