John Frieda x Crisis: See me, see my potential

Our corporate partner John Frieda is raising vital funds in support of our work to end homelessness via their limited edition product launch to mark two years of working together.

The partnership

We all need a safe, decent home. It’s that simple. Whether it’s visible or hidden – short or long term, homelessness should never be acceptable in our country. But right now, it’s an urgent and growing issue. Across Britain over 250,000 households are experiencing the worst forms of homelessness, including sleeping on the streets, spending night after night on friends and families’ sofas or stuck in unsuitable temporary accommodation like nightly paid B&Bs. This year, the number of households in temporary accommodation in England reached record levels.

There has never been a more critical time to stand side by side with people experiencing homelessness. This is why, for a second year running, John Frieda have extended our See me, see my potential partnership, working together to ensure that people experiencing homelessness have access to the support that they need to rebuild their lives and help unlock their potential. 

The campaign

From October 2023 - ahead of World Homeless Day on 10 October -  for every Limited Edition John Frieda Volume Lift Shampoo or Conditioner purchased exclusively at Boots, either online or instore, John Frieda will donate 50p directly to Crisis with a minimum donation of £25,000 guaranteed. 

£25,000 could go towards initial advice and guidance for 80 people experiencing homelessness. Crisis’ Engagement and Assessment team are the first point of contact for anyone who comes to Crisis for help to end their homelessness. They listen to their stories and work with them to agree options and possibilities for further support, working with them to take the initial steps in leaving homelessness behind.

Supporting people experiencing homelessness

In addition to the vital funds the products will raise, John Frieda has also mobilised its staff throughout the partnership through volunteering, providing free haircuts and products to people supported by Crisis, both during the year and at Crisis at Christmas. 

Access to personal care products, haircut appointments and washing facilities can prove challenging due to the lack of a safe and stable place to call home. John Frieda and Crisis believe that everyone should be treated with dignity and have the opportunity to fulfil their potential: however, people experiencing homelessness are often denied this chance.

As we once again prepares to open its Christmas services, where it will provide warmth, companionship, and vital services to people facing homelessness at one of the toughest times of the year, John Frieda has extended an invitation to everyone to volunteer their time at the project. 

Find out more about how you can support Crisis at Christmas at