At a young age, Dennis Bernard began working in his father Eugene’s salon in Union, New Jersey. Under his father’s guidance, Dennis gained hands-on experience and the knowledge needed to become a professional hairstylist and future salon chain owner.

After earning his New Jersey state license in 1981, Dennis opened his first Total Image Hair Designers Salon in Newark, New Jersey. The business quickly expanded into twelve successful locations and evolved into a franchised company operating across four counties. The Total Image  Hair Designers name became widely recognized for excellence throughout the state. During this time, Dennis and his father worked together, side by side and developed an innovative product TCA™, The Color Accelerator that would go on to transform hair color services within the beauty industry worldwide...

After years of testing, using the Jheri Redding method of oils as conditioners, Dennis developed a product that conditioned the hair, reduced color fade, and fast processed hair color services to under 15 minutes. In 1986, marketing began, and the beauty world was introduced to TCA™, The Color Accelerator, a breakthrough innovation that elevated the hair color process to the next level worldwide. Fast processing is now a major part of servicing because of this amazing innovation.

What began as one innovative product quickly evolved into the POWERTOOLS® brand, a comprehensive line of professional salon additives developed by Dennis Bernard Inc. Built on a foundation of innovation, performance, and real-world salon needs, POWERTOOLS® expanded from a single breakthrough product into a full range of problem-solving tools designed to enhance efficiency, protect hair and scalp health and elevate service results. Today, the POWERTOOLS® brand stands as a trusted industry leader, known for delivering cutting-edge technology and dependable performance to professionals worldwide.

Dennis expanded into the retail side of the industry, coming full circle with the launch of smartSOLUTIONS®, a professional-only, sulfate-free, paraben-free, cruelty-free, and diversion-free retail line designed with hairstylists, clients, and the environment in mind. All smartSOLUTIONS® products are plant-extract based, formulated to revitalize hair and extend the life of color services, and packaged in 100% recyclable bottles, jars, and tubes.

The evolution of the brands reflect the continued growth of Dennis Bernard Inc. as an innovative industry leader.

Over time, the company has thoughtfully evolved its corporate brand identity alongside the POWERTOOLS® and smartSOLUTIONS® lines to embrace a more modern, streamlined aesthetic while remaining true to its professional roots. Through refreshed logos, updated packaging, and cohesive visual systems, each brand was transformed to better connect with today’s stylists and consumers. This strategic revitalization strengthened brand recognition, elevated shelf presence, and reinforced the core values of innovation, performance, and sustainability that define Dennis Bernard Inc while boldly expanding into a comprehensive portfolio of high-performance haircare solutions.

Dennis Bernard Inc. revolutionized hair care with the industry’s first, and still the only, award-winning 4Bond® Bond Building Shampoo and Conditioner, setting a new standard for in salon and home hair bond repair.

Building on its success in 2021, 4Bond® broadened its innovative lineup with the introduction of LIFTER™  the newest innovation in powder bleach, elevating strength, protection, and results in every service with the 4Bond® advanced technology.

Dennis Bernard Inc. introduced my color in™ Shampoo and Direct Dye Drops, a breakthrough in temporary hair color designed for today’s vibrant, low-commitment trends. This sulfate, sodium chloride, peroxide, and paraben-free formula delivers the most intense direct dye deposit ever achieved in a shampoo, creating, maintaining, and brightening color.

In the first quarter of 2023, the innovative form and FUNCTION™ Triple Bonding Neutralizing Perm Systems were introduced into the 4Bond® collection, another Dennis Bernard Inc first in the industry. Powered by next-generation technology, these advanced systems feature a proprietary Triple Bonding Neutralizer that allows clients to Service Today, Perm Today, and Shampoo Today without compromise.

Dennis Bernard Inc. advanced its legacy of innovation with the introduction of the STRAIGHTLINESTM Smoothing and Straightening System, powered by cutting-edge 4Bond® Nanoplasty Technology. This breakthrough system harnesses ultra-fine nanoparticles infused into every formula to deeply penetrate the hair shaft, restructure and realign the hair fiber, dramatically reduce frizz, and deliver smoother, straighter, long-lasting results safely, formaldehyde-free, and completely odorless.

Presently, Dennis Bernard Inc. continues it’s expansion of it’s brands with the form and FUNCTION™ Perming System featuring two next-generation Thio-Free Perm Systems powered by Cysteamine, a gentler alternative to thioglycolate. These modern acid perm systems deliver softer, more natural curls with minimized damage and enhanced safety. Featuring a Silico-Protein Bonding Neutralizer and exclusive 4Bond® bonding technology, all three hair bonds are reconnected simultaneously for uniform curl patterns, improved condition, and reduced frizz.

Building on the promise of “Look your best, feel your best, every day” the my color in™ brand expanded into instant at-home touch-up solutions between salon visits. The line features three essential coverage products for women and men: Hair Density & Thickening Fibers deliver immediate fullness with lightweight, plant-based fibers for natural-looking results; the Instant Hair & Root Touch Up  Powder quickly conceals regrowth, thinning areas, and beard and mustache grays; and the Instant Hair & Root Touch Up Liquid Pen provides precise, smudge-resistant coverage with a fast-drying, dual-ended applicator.

Dennis Bernard Professional continues to grow producing innovative products serving all beauty professionals and their clients, worldwide.