Vidal Sassoon has appointed Richard Ashforth as the new International Creative Director.
The name Vidal Sassoon is synonymous with precision cutting and modernist hair design (Vidal created the bob fyi!), and it's now entering a new chapter in its global creative leadership.
Mark Hayes, the long-standing creative pillar of the brand, will step into the newly-created role of Senior International Creative Director, with Richard will be the new International Creative Director.
What is Richard Ashcroft's Hairdressing Career to Date?
Richard returns to Sassoon after carving out an impressive creative journey as co-founder of SACO and maverick live hairdressing event NOISE. His comeback brings a renewed energy and a contemporary outlook, grounded in a profound connection to Sassoon’s design heritage.
The British Hairdresser of the Year 2024, sponsored by Schwarzkopf Professional nominee started his career at Sassoon's in 1987.
Richard comments: “I’m absolutely delighted to be coming back to Sassoon and reuniting creatively with Mark Hayes.
“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.”
Read our Careers interview with Richard here.
What is Mark Hayes' New Role at Sassoon?
As part of this exciting transition, Mark Hayes steps into a newly created role of Senior International Creative Director. 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. His appointment underlines the brand’s dedication to pushing the boundaries of modern hair design, while staying true to the timeless principles that define the Sassoon legacy.
Mark comments: “As I step into this role, I’m proud to carry forward a brand philosophy rooted in architecture, precision, and innovation.
“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.”
What Does the Future of Sassoon Look Like?
Together, Mark and Richard form a powerful creative partnership at the helm of Sassoon. As Senior International Creative Director, Mark will set the global vision and strategic direction, while International Creative Director Richard Ashforth leads the execution—overseeing campaign development, in-salon visuals, education content, and product creativity across global markets.
“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.”
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.
