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Haircare brand John Frieda partners with Crisis for World Homeless Day 2022

John Frieda and Crisis announce new partnership ‘See Me, See My Potential’ ahead of World Homeless Day Monday 10 October 2022.

At Crisis, we believe that all of us should be treated with dignity and have the opportunity to fulfil our potential. However, people experiencing homelessness are often denied these basic needs. To try and change this, we are working together with haircare brand John Frieda to ensure that people facing homelessness have access to the support that they need to build their confidence and help unlock their potential.

John Frieda is supporting Crisis by providing haircuts and styling for its members, throughout the year and as part of our Crisis at Christmas service. Not only that, but from 03 October to 23 October, for every John Frieda product purchased on a donation will be made to support our work.

As part of the ongoing partnership, John Frieda provided haircuts and styling services to Crisis members at our Skylight Centre in Shoreditch, London - working with fashion photographer Leonie Blue to create a series of striking portraits that captured the unique personalities and joy of each individual.

Matt Downie, Crisis Chief Executive, said:

“People experiencing homelessness often tell us how it strips them of their dignity and damages their self-confidence. Simple things, like having a haircut, can make a difference. It was great to see how much our members enjoyed the haircuts and styling John Frieda provided. We’re grateful to have the support of John Frieda and its customers, with the money raised from products sold going towards our services which help people facing homelessness rebuild their lives.”


A huge thank you to all at John Frieda, and their creative agency Halpern, for their incredible support for our members. If you have any questions about the Crisis x John Frieda partnership, or would like to discuss how your business can get involved in our work to end homelessness, email

About Crisis

Crisis is the national charity for people experiencing homelessness in Great Britain. We help people directly out of homelessness, and campaign for the social changes needed to solve it altogether. We know that together we can end homelessness.