AFB has partnered with celebrity hair stylist Leo Bancroft for over 15 years, building and evolving an exclusive brand for Tesco. What began with a focused range of hair accessories has grown into a broader haircare and beauty offering, developed through AFB’s expertise in brand strategy, design, sourcing and product development. Over 15 years, the partnership has continued to evolve with changing consumer trends, creating accessible, salon-inspired products that combine Leo’s professional credibility with strong commercial positioning, establishing Leo Bancroft as a trusted, long-standing Tesco exclusive brand.