New Creative Leadership Announcement

Today marks an exciting new chapter in Vidal Sassoon’s global creative leadership. Mark Hayes, the long-standing creative pillar of our brand, has appointed Richard Ashforth as the new International Creative Director.

Richard returns to Sassoon after carving out an impressive creative journey beyond the brand, building his own successful name in the industry. His comeback brings a renewed energy and a contemporary outlook, grounded in a profound connection to Sassoon’s design heritage.

“I’m absolutely delighted to be coming back to Sassoon and reuniting creatively with Mark Hayes,” says Richard. “It’s an incredible honour to step into this role, following in the footsteps of some of our industry’s most iconic names. I look forward to adding a fresh creative perspective to the house, whilst upholding the cherished codes that have established this monumental heritage.”

As part of this exciting transition, Mark Hayes steps into a newly created role as Senior International Creative Director—signalling a new era for Sassoon’s creative evolution. In this position, Mark will continue to shape and drive the global vision for Vidal Sassoon, overseeing international campaigns, seasonal collections, brand partnerships, and strategic alignment across education, product, and salon experiences.

“As I step into this role, I’m proud to carry forward a brand philosophy rooted in architecture, precision, and innovation,” says Mark. “This is not just an evolution of my own journey with Vidal Sassoon, but an opportunity to shape the next era of creative excellence for our teams and clients around the world.”

“This creative structure allows us to be both visionary and precise—global and local, timeless and cutting-edge,” says Debbie Webster, Vidal Sassoon Global CEO. “It gives us the clarity and flexibility we need to grow, inspire, and lead.” 

Congratulations both!