PASS THE FUGDE: Fudge, the edgy men’s and women’s hair care brand that is distributed through salons, became the official hair partner for London Collections: Men earlier this year — but there is more to the story. A cult brand in Australia, its new owners P.Z. Cussons — parent of beauty brands including St. Tropez and Charles Worthington — has big plans to expand into new markets, including the U.S. in 2014.

The brand, which styled the hair for shows including Richard Nicoll, Meadham Kirchhoff, Christopher Shannon, Sibling, Katie Eary, Lou Dalton, and James Long, added a consumer pop-up salon to its London Fashion Week services this year, offering complementary haircuts and styling services at the Mr. Rizzo flagship salon in Covent Garden. It operated three industry pop-ups during London Collections: Men.

Michelle Feeney, chief executive of P.Z. Cussons beauty division, said the brand is looking to expand into Asia, and especially Korea, where the men’s hair care market is dynamic, and the U.S. next year. “It’s a true cult brand, and we’re taking it wider, but always protecting the cool factor,” she said. “We’re also expanding out from its masculine image and creating a true brand.” Sales are currently $25 million, and Feeney said she is looking to double that figure over the next three years. The deal with London Collections: Men is for six seasons and kicked off in January.

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