Smart brands that solve beauty problems.

Federici Brands (Federici Brands LLC, US and Federici Brands LTD, UK) are privately-held companies known for disruptive innovation in the beauty industry. Customer-obsessed, renegade thinkers, we are committed to creating the highest quality products to address real, unmet consumer needs.

Our CEO, Gail Federici (former business partner of renowned British hair stylist, John Frieda and CEO of John Frieda Professional Haircare Inc)  forever changed the way hair care products were marketed and merchandised by creating the first complete “prescriptive” ranges to address problems unique to frizzy and blonde hair types.

Now our team of seasoned experts has solved the hair care problem of the decade: how to keep color-treated hair looking “wow!” everyday. Color Wow is the first and only brand to systematically and effectively address every problem associated with color-treated hair, including universally dreaded roots.

Our category-shattering Time Bomb skin care formulas…. high-powered fuels, bombs, cocktails…. remedy skin issues and rev skin’s natural capacity to “stop the clock”.

Then, now, and always our mission is to create products to solve the problems that are plaguing our consumers. Our motivation and innovation stems from real needs. At the core of our corporate mission is a simple truth: necessity is the mother of invention.

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About Gail Federici

Fearless, feisty, fun….Gail has the mind of a scholar, the heart of a warrior and the appearance and energy of a woman decades younger than her true age.

Never daunted, in over thirty years, by a roomful of middle-aged  “suits” with executive titles and 6-figure salaries, Gail has triumphed in the beauty business by eschewing convention, ever-analyzing consumer habits and following her instincts.

She has also been a contestant on “The $20,000 Pyramid”, sung rock ‘n’ roll for her husband’s band, negotiated contracts with gangsta hip hop moguls.  And she bakes a killer Pavlova.

Gail is a deft and creative debater, negotiator, motivator. (NOT because she has a law degree.)  People are drawn to her leadership qualities and awed into silence by her passionate rants for women’s issues, better medical practices, political and educational reform.

She loves art and words. Her innate sense of design manifests in the cool way she dresses.

Gail’s life is seamless: friends are employees, employees are friends. Family is paramount, and loyalties run long and deep.

With her assemblage of co-workers, Gail is hell-bent on success:  again.








the team

Joe Cincotta, PhD, Chief Chemist. The
chemist behind John Frieda Haircare.
While Joe made his name in haircare,
he started in skincare and has gone
back to his roots. Most recently known
as “Dr Joe” of Time Bomb/QVC fame!
It hasn’t gone to his head though…he
still supplies us all with coffee in the
Ann Bell, Partner and long-time partner
of Gail and John Frieda best known for
her expertise in new product development.
She is multi-talented though, she can
read Gail’s mind. She’s the yin in yang!
Kim Livingston, VP Public Relations.
Kim comes with a huge resume and past
success from John Frieda Haircare. For
a PR person, Kim is on the quiet side.
Except when she hates something. Then
she “quietly” lets everyone know how she
feels. We aim to please Kim… we want
her to say nice things about us publicly.
Hedi Mandel, Product Development
Specialist and “Cool” Assessment Director.
We love her boots and just about everything
else she wears.
John Frieda, long-time business partner
of Gail Federici. John devotes most of
his time to children, not only his own,
but also to sick children worldwide who benefit from his generous HairRaising Charity.
Gail Federici, CEO, Entrepreneur,
Beauty Expert, World Traveler, Music Enthusiast…  just to name a few. But
titles can be deceiving! She’s dedicated
and works hard…a stickler for details
from START to FINISH. (And that’s a
really good thing for our customers!!!!)

Dawn Bell, Design Director. A purist,
creme de la creme package designer,
a typographic genius, a mega-talent. Also possessed with a contagious laugh we
all love!
Shelley Lewis Waln, President. BIG picture strategist extraordinaire…and loves the
building process in getting there. Propelling force behind Martha Stewart Ominmedia meteoric rise, now a tour de force at Fed Brands. Eat local food advocate and soon to   be a teacher of Kundalini Yoga. We bask in her brilliant aura!
Duncan Simpson, Multi-Media artist/Photographer, and most recently a DAD!!!! His life is a blur at the moment. But that’s OK, because he likes blurry photos anyway. Ron Young, Accountant. We once
designed a pencil for him that said “It’s a
lousy job, someone’s got to do it.” And
he does it! He also controls the office thermostat….we are well-preserved due
to the extreme cold temperatures we
Lynn Plant, Writer/Brand Strategist. A
key player @John Frieda Haircare,
Lynn has returned to the group for one
reason: she “gets it”. With a stellar
reputation in brand creation, she imparts
words of wisdom daily. Also capable of
a wise-crack!
Jim Federici, VP Legal. If you want an
answer and you want the answer to be
“NO”…you’ve met Jim! As we run wild
with passion and excitement for our
brands, he keeps us honest. There is a
lawyer in every crowd, lucky Jim Fed is
Randy Varga, Senior Production Artist,
Master of Photoshop. Randy has his
nose to the grindstone 24/7. Seems
all business, but the truth is- he’s a
master gardener who grows enormous
zucchinis and is an award-winning bowler.
Jack Roth, CFO. Dignified, reserved…
the essence of preppy. Not all of the
time. We’ve seen him do a fabulous
rendition of Harry Belefonte’s “Day-O”.
His life goes well beyond a spread
Jeff Livingston, VP Technology and Web Development. Resident geek and content
manager to all of our websites… if there is fantastic new technology to buy- he owns
it. After “test driving” all of his new toys…
he gets around to upgrading our software! Apple Fanboy!
Lynn Federici, VP Operations. Also
known as “Kuk”. Lynn is always busy.
The good news is, when Lynn is having
a bad day – she laughs uncontrollably.
Fortunately Operations remains under
control at all times.
James McMillan, EVP Sales.”Mac”.
“Jimmy Mac”. Superstar salesman, his
Texas charm opens retail doors
worldwide. Big player in the John Frieda
days. Like the man says, “this ain’t my
first rodeo”.
Diane Turek, Operations. Accountant,
scribe, analyst, right hand and auxiliary
brain to Lynn F. Keeps thousands of
moving parts moving as they should.
Cindy Calitri, Executive Assistant to
Jimmy, Jeff….pretty much everyone.
Relentless pursuer of outstanding
receipts and invoices. In her own
words, “No job too small.” The nicest
nudge we know.
Ken Baumstein, Operations. “Kenny B”.
Music lover, music mensch. He keeps
Operations in tune while blasting great
tunes throughout the office.


the brands



Fuels, bombs, cocktails…..
Time Bomb skin care products defy categories, deny ageing

Time Bomb’s breakthrough, powerhouse products were developed to target the essential “Core 4” deficiencies that happen to skin over time, making it look unhealthy and older : loss of water, loss of sebum, loss of collagen and loss of ability to slough off dead cells. Intensive formulas with kick-a** ingredients rev up skin’s reserves, pump up energy and re-empower skin to do what it can no longer do for itself.

Time Bomb
The clock stops here

Color Wow conquers the hair care problem of the decade: how to make “wow” hair color last.

Color Wow is the first brand to effectively address every problem associated with color-treated hair, from roots to color fade, to texture, to brassiness, to the particular dangers involved with styling chemically treated hair.

Color Wow’s extraordinary Root Cover Up powder (winner of six of the most prestigious awards in beauty including Allure’s Best of Beauty and Women’s Wear Daily Product of the Year) not only instantly covers grey roots, but is the only product that can make dark roots look blonde…without peroxide.

Color Wow
Keep your hair color wow!



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As the founder of Color Wow and co-founder of John Frieda, Gail Federici has been the brains behind some of the most innovative haircare products to hit the industry [...]

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Make 2014 Your Year!

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