Launched in February 2020, No Fade Fresh was the first product formulated by professional hair colorists to enhance professional salon hair color, as well as box hair color, and stop hair color fade without damage to the hair. The corresponding shampoos and conditioners are the only high-lathering, color-depositing, and “ethically safe” hair color products on the market that can be purchased in grocery, drug, and mass retail stores. The products deposit high quality, semi-permanent hair color directly to the hair – in the shower! No Fade Fresh is a plant-based, salon quality, multicultural brand that works on all hair types and textures. All products feature a built-in bond rebuilder that counteracts the damaging effects of bleach and permanent hair color. No Fade Fresh is the first “clean” beauty hair color offered at food, drug, and mass retail stores that can make the following claims: o FDA and EU Safety Compliant o 100% Gluten Free/Vegan o Sulfate Free o PPD Free o Paraben Free o Formaldehyde Free o Phthalate Free o Mineral Oil Free o PETA-Certified/Cruelty Free/No Animal Testing Ever. About the Founder No Fade Fresh was founded by world renown hair colorist, Leland Hirsch, known as “The Hair Color Authority.” Leland was the go-to hair consultant for leading beauty publications like Vogue and Harper’s Bazaar, and was New Product Developmental Consultant for companies including Redken, Clairol and others for over forty years. In the 1990s, Leland developed the first color-depositing shampoos and conditioners under the ARTec banner, and sold through professional salons, allowing salons/stylists to perfect color and to retail to their clients for home hair color maintenance. ARTec was sold to L’Oreal in 2002. In 2020, Leland applied his proprietary, patented technology from the professional sector to the Food/Drug/Mass channel.