Photo Credit: No Fade Fresh
Leland Hirsch has an established history that has made him an industry legend. In particular, Leland has been watching the evolution of hair color, which led him down the path of product development and creative color specialization. Leland was Developmental Consultant for companies including Redken and Clairol for over forty years. In the 1990s, Leland developed the first color-depositing shampoos and conditioners, before selling to L’Oreal in 2002. In 2016, Leland developed a next-generation line of products for professional colorists under Celeb Luxury, and last year, Leland developed No Fade Fresh for mass retail.
“Consumers really did not have much of an alternative since salons were closed, and they still wanted to color their hair and keep it fresh,” said Hirsch, a lifelong veteran of the health and beauty categories. “We knew right away that we had an opportunity to help them keep their hair looking the color they wanted it to.”
The No Fade Fresh line of shampoos and conditioners consists of natural colors (browns, blondes, reds), pastels and vivids (silvers, pinks, purples and blues) that correct, maintain, refresh and create color in the shower, Hirsch said. They are priced at $14.99 each.
“Since salons have been closed, customers are looking for salon-quality, high-deposit semipermanent shampoo and conditioner color maintenance on the retail shelf. Our products can be used as an add-on to box hair color, and can also extend color between salon visits,” he said. “All products have BondHeal, our built-in bond rebuilder technology that strengthens and repairs the hair from the inside out, plus a stand-alone BondHeal product.”
We chatted with Hirsch, and he gave us the story behind No Fade Fresh, and more!
Photo Credit: No Fade Fresh
You are known by professionals and beauty editors as the pioneer of hair color. How do you get your start, and when was your first big break?
“I started my career as a teenager in my uncle’s laboratory working on the chemistry of hair color. I became the New Product Development Consultant for companies including Redken, Clairol and others for over forty years. I then moved on to become one of the first colorists in the world of haircare, and a technical authority leading beauty publications like Vogue, Mademoiselle, and Harper’s Bazaar. I developed the calibrated, numbered color system, and also the ability to mix ammonia in hair color with uniformity to create better health of the hair.”
What’s the story behind No Fade Fresh? Why color depositing shampoo and conditioner?
“I created the category of color-depositing shampoos and conditioners in 1989 through my former company, ARTec, which was sold to L’Oreal in 2002. In 2016, after a business sabbatical, I created Celeb Luxury, which developed plant-based color-depositing shampoos and conditioners that are truly “clean hair color.” In 2020, at the request of retail buyers in the food, drug, and mass channel, we developed No Fade Fresh as an extension of our clean hair color offerings that is targeted for the mass retail beauty shopper. We launched the brand in February 2020, just ahead of the global pandemic, and the brand has been widely embraced by retailers and consumers alike.”
How did you take No Fade Fresh from the idea stages to where it is now?
“We are the developer of this particular category, but our products to date had only been sold through salon professionals. As the pandemic forced salon closures nationwide, the consumer was left with limited options in dealing with their roots and color, and we feel like we introduced No Fade Fresh at the right time as a healthy alternative that helps the customer preserve their hair color investment.”
How does the shampoo and conditioner help compromised hair?
“All of our products are formulated with a built-in bond rebuilder that repairs the hair from the inside and counteracts past damage. Every time you use our product, you are simultaneously depositing semi-permanent dye that keeps hair color fresh and repairing your hair with a plant-based product.”
How does the shampoo and conditioner help compromised hair?
“All of our products are formulated with a built-in bond rebuilder that repairs the hair from the inside and counteracts past damage. Every time you use our product, you are simultaneously depositing semi-permanent dye that keeps hair color fresh and repairing your hair with a plant-based product.”
What has been the biggest accomplishment of your career?
“Living! I have had a long career with many milestones. I co-founded Hair Color USA in 1986, which was the first international color conference bringing all of the major manufacturers and top hairdressers together, which had never been done before. I also created ARTec, the first color-depositing shampoos and conditioners, that was later sold to L’Oreal in 2002, and in the past decade I launched Celeb Luxury and No Fade Fresh, which are the #1 color-depositing shampoos and conditioners at mass retail and professionally worldwide, simplifying hair color for consumers.
I was also the first hair colorist to receive a lifetime achievement award from the North American Hairstyling Awards (NAHA), in February 2000 (later recipients include hairdressers Vidal Sassoon and Paul Mitchell). I also am the only hair colorist authority who is a member of the Society of Cosmetic Chemists.”
What has been the most challenging moment in your career and how did you overcome it?
“Growing a company and a brand worldwide is serious business. In order to achieve this, you have to work incredibly hard, and you are required to surround yourself with a team that can execute your vision and that are smarter than yourself.”
Steps for healthy hair and maintaining great color?
“Using our products between professional coloring or box coloring allows the consumer to fight hair color fade, the biggest complaint of the hair color category. By using our shampoos and conditioners to directly apply semi-permanent color to the hair, you are cleansing, conditioning, coloring, and repairing your hair all in one.”
Products you dabble with? (2 or 3 Must-haves for skin or hair)
“We recommend our standalone Celeb Luxury BondFix and No Fade Fresh Brand BondHeal products for additional repair to the hair. These products create new bonds to help make hair stronger, as well as adding in much needed moisture to colored hair. “
Don’t forget to check out No Fade Fresh here
Instagram: @nofadefresh
