Created in the early 90's, the Fudge brand stormed the hairdressing industry with a unique concept that captured the youth market. The concept was inspired by no more than a piece of gum stuck to the bottom of a shoe and from that, Fudge was born.

A gap in the haircare market was identified, and crested a unique trend concept now recognized as an Australian Icon brand with success in many international markets.

From the first product, the range has expanded over the past decade with a growing professional line. The controversial, anti-establishment imagery has allowed Fudge to remain fresh within the youth segment. "You never know what’s next with Fudge," says Renee Austin, Group Brand manager for Fudge, "we are forever evolving and that's what makes it so exciting. Fudge is all about belonging to a culture.

From retail to back-bar, from haircare to color, FUDGE is designed to meet the needs of both hairdresser and consumer.