FFØR you

A gentle truth

It’s not enough to work with an amazing portfolio of products that perform brilliantly – clients want to see you choosing brands with a heart, too. Today, consumers generally are more thoughtful about their lifestyle choices and want brands with a purpose that are more than a pretty label for hard-working products; they must be attractive for what they stand for as well as what they look like. Meet FFØR. Here, in a well-considered range of hair care, styling and colour you find products which literally are Free-From, Original and Real. You can make your choices matter, and your clients will be impressed, too.

FFØR is a brand which believes in beautiful hair achieved without disrespecting the planet, and so is free from anything harsh or harmful. Without compromising on results, FFØR has delivered an entire portfolio of products which stands by the brand’s three simple rules: DO GOOD. LOOK GOOD. FEEL GOOD. This starts with banning any unnecessary, harmful ingredients from the formulas. No parabens, sulfates, gluten, synthetic fragrances or mineral oils in any of the products. Only 100% vegan ingredients (a minimum of 80% naturally-derived) which are ethically sourced and cruelty-free.

Colour kindness

Building on an authentic regard for creating products which are gentle and nurturing for hair and kind to the environment, FFØR has now produced its first hair colour system. And it is impressively both formidable and yet sensitive. After extensive research and testing FFØR has translated its brand signature of fusing nature with science to create a palette to suit you as a colour artist. Enjoy working with an inspiring range of 60 beautiful colour shades, and of course there are developers and a high-lift lightening powder to extend your options. You can be assured that just like the rest of the family, FFØR colour is free-from ammonia, PPD and mineral oil.

A lovely proposition

Brand ambassador Dylan McConnachie is based in a central London salon, and demonstrates how versatile FFØR colour can be:

The opportunities in the FFØR colour collection are perfectly pitched for clients returning to salons after Lockdown. Without being overwhelming, the choice is wide open; from softer ‘don’t try too hard, natural-looking’ colour results which are unassuming yet definite and impactful, to bolder, more fashion-forward results. The invitation is to you as a colourist; how will you individualise a look for each client? It’s a tantalising prospect. 

There is so much good to tell you about the FFØR hair colour range, so we’ve picked out the headlines to share with your clients and team; a neat 7 points that explain why this colour is an easy choice to make:

• 100% vegan ingredients
• minimum 80% natural ingredients
• incorporating Colour Enhance Technology for amazing colour results
• 60 shades to inspire personalised colour choices with a spectrum of colours
• 9+ levels of lift are possible (using High-Lift Lightening Powder)
• hair is hydrated and protected as the colour processes for superb condition
• colour tubes are made from 100% recyclable aluminium

The Expert

And for clarity, UK and International Technical Educator Gareth Cook tells us what’s so appealing: “FFØR’s colour range truly is an artistry palette. A compact portfolio that is 100% intermixable, allowing the technician to deliver beautiful, classic colour or push the boundaries and create couture fashion shades. Everything about the range feels luxurious. Whether it be the luminous shine and condition the client’s hair has after colouration. Or the immersive fragrances, with notes of Bergamot and Vetiver; which is a welcome change to the overpowering odour of ammonia!”

Sustainable thinking

And of course, any mindful brand cares about our planet. A sustainability advocate, FFØR continues its mission to reduce the brand’s environmental footprint within the hairdressing industry, without compromising creativity, innovation or exceptional hair. The brand is PETA-certified, and in the UK works with Green Salon Collective to find sustainable solutions to waste. All of the bottles, jars and tubes are made with up to 100% post-consumer recycled (PCR) materials, that can be recycled again. You’ll also see FFØR initiatives in raising awareness of the issues surrounding protecting the environment and working towards better ways to reduce, recycle and re-use.