LONDON — Vidal Sassoon has named acclaimed stylist Richard Ashforth as its new International Creative Director, signaling a dynamic new chapter for the heritage haircare brand.
Ashforth, widely respected for his creative influence in the global hair industry, returns to the Sassoon fold with a fresh vision shaped by decades of experience. A former Sassoon stylist who began his career with the brand in 1987, Ashforth went on to co-found Saco Salons & Academies in 2006 and most recently served as International Creative Director at Schwarzkopf Professional.
His appointment marks a homecoming, infusing Vidal Sassoon with what the company describes as “renewed energy and a contemporary outlook” rooted in a deep connection to its legacy.
“It is an incredible honour to step into this role, following in the footsteps of some of our industry’s most iconic names,” Ashforth said. “I look forward to adding a fresh creative perspective to the house, while upholding the cherished codes that have established this monumental heritage.”
Ashforth joins forces with longtime Sassoon veteran Mark Hayes, who has been promoted to the newly established position of Senior International Creative Director after 47 years with the brand. Hayes will steer the overall global creative vision — leading international campaigns, strategic planning, seasonal collections, and key partnerships.
Working in tandem, Ashforth will be responsible for executing that vision — overseeing campaign development, salon visuals, education content, and creative direction across Vidal Sassoon’s global product lines and salon experiences.
“This creative structure allows us to be both visionary and precise – global and local, timeless and cutting-edge,” said Debbie Webster, Global CEO of Vidal Sassoon. “It gives us the clarity and flexibility we need to grow, inspire and lead.”
Webster described the appointments as part of a broader commitment to revitalizing the brand’s artistic excellence. “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,” she said.
Founded in London in 1954 by the legendary Vidal Sassoon, the brand revolutionized hairdressing with its architectural approach to style. In 1974, Sassoon expanded the brand with the launch of his eponymous product line. Most recently, Henkel acquired the company’s Greater China operations from Procter & Gamble in February 2024, laying the foundation for a new phase of global growth.
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