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Sometimes the best ideas are right in front of us just waiting to be discovered. And back in the 90’s, that was exactly how Fudge creative director John Vial came up with the brand. He was out walking one day and stepped on a piece of gum. The texture and idea struck him, inspiring him to create a new type of hair product. One that was strong, yet, flexible. The original Fudge hair shaper crème was the first product ever, and where Fudge based its starting point.

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