At a very young age Dennis Bernard started working in his father Eugene’s salon in Union, New Jersey. Over many years with his father’s guidance, Dennis was able to learn the business and gain the knowledge to become a future hairstylist and salon chain owner. In 1981 after securing his NJ state license, Dennis and his father developed a new innovative product which would change the course of hair color services within the beauty industry. Using the Jheri Redding method of oils as conditioners, Dennis developed a product that would condition, eliminate fade out and speed up hair color services to under 15 minutes. In 1986 the marketing began, and the beauty world was introduced to TCA, The Color Accelerator, which would elevate the hair color process to the next level.
Dennis Bernard Inc. continues to invent and create new salon problem-solvers for the professional hair stylists and marketed under the POWERTOOLS brand name. In 2005, Dennis took a step into the retail side of the industry and came full circle when he produced smartSOLUTIONS, a sulfate-paraben-cruelty-diversion free, retail line inspired by keeping the hairstylist, client, and the environment in mind. All the products are plant extract based and are formulated to revitalize the hair and extend the life of the color service. All of our products are packaged in 100% recyclable bottles, pucks, and tubes.
In late 2018, Dennis Bernard introduced a complete line of POWERTOOLS Salon Essentials sundries.
Today, Dennis Bernard is re-energizing the beauty industry by bringing manufacturers, stylists, and schools together to launch the celebration of the 100-year anniversary of the Roaring 1920’s. With a coordinated effort including manufacturers and beauty industry professionals, long hair will no longer be fashionable. The Roaring2020s ShortShorts Revolution is Here! The Roaring2020s hair styles will combine short & mid-length cuts, graduated bobs, finger-waves, pin curls, wispy bangs, curly pixies and futuristic asymmetrical styles with trendy colors. Promoting these modernized short styles will rejuvenate the industry. Salons will boom with clients returning every 3-4 weeks to refresh their cuts while purchasing the newest products to maintain their Roaring2020s trendy look. Visit the Roaring2020s website at www.roaring2020s.net.
We continue to be inspired by the true beauty in all of us on a daily basis. It’s what drives and fuels this company. Thanks for visiting.