Just for Redheads was born out of Paula Pennypacker’s frustration with mainstream cosmetics that didn’t suit redheads. Traditional products—like black mascara, overly dark brow shades, harsh eyeshadows, and bold blue-red or pink lipsticks—often clashed with redheads’ natural features.
In 1993, Paula launched a groundbreaking cosmetics line tailored specifically for redheads. Our mascaras are formulated for pale lashes and brows, and we offer a wide range of flattering shades to complement every redhead—from strawberry blonde to copper and deep auburn. Even blondes love our warm brown and taupe mascaras and brow products for their natural, soft finish.
Today, over 30 years later, Just for Redheads has grown into a global brand serving redheads around the world. Our commitment to high-quality beauty products—made just for redheads—is stronger than ever.
Founding Story
JUST FOR REDHEADS – Finally, Beauty Products Designed by a Redhead, Just for Redheads
"Founded in 1993 by Paula Pennypacker, Just for Redheads (JFR) is the world’s first beauty brand created specifically for redheads. What began as a personal mission—driven by frustration with harsh-looking black mascara—has blossomed into a global movement."
With only 2–5% of the population born with natural red hair, traditional beauty products often leave redheads behind. Pennypacker knew that pale lashes, freckled skin, and auburn tones deserved their own spotlight—not a one-shade-fits-all approach. Backed by her husband and armed with determination, she launched JFR to help redheads everywhere enhance their natural beauty—without compromise.
From pioneering ginger-toned mascaras (in shades like Ginger Red, Ginger Brown, and Ginger Cocoa and Ginger Brown) to developing a full line of makeup, skincare, and henna hair color, JFR offers over 100 products tailored to redheaded needs. The brand’s impact is undeniable—featured in People Magazine, Costco Magazine, on Jeopardy!, and even worn by celebrities like Gwyneth Paltrow and Cynthia Nixon.
Three decades later, JFR remains a proudly redhead-run brand, redefining beauty for those with flaming locks—because redheads don’t need to blend in, they were born to stand out.
Paula graduated from the University of Toledo with a major in business and a minor in communications. Immediately upon graduating from college, Paula was hired by a Fortune 500 company, Owens-Illinois Corporation, Forest Products Division, where she sold corrugated packaging to manufacturers in New England. Having seen everything manufactured from cranberry juice to blue jeans, after 5 years, she decided to move back to her hometown, Toledo, OH, to pursue her real passion -- politics. Before launching her political career, Paula served as the Development Director for the United States Marines Youth Foundation, for US Major General Walter A. Churchill, a program devoted to keeping our children off drugs, alcohol, and tobacco, through the promotion of physical fitness in U.S. schools.
After that, she was asked to host a political talk show, hosting a daily 3-hour program on, the number 1 rated station at that time, WSPD radio. After becoming a house-hold name through her radio program and political activism, she decided the time was right to run for public office, and ran for City Council in 1989, and then mayor of Toledo in 1991, and 1993. But getting elected was elusive for her as she is not the go-along-to-get along type. Pointing out corruption, government waste, and patronage is not a recipe for winning elections when you are going up against the entrenched political machines of both parties. Having lost the opportunity to change Toledo, and after seeing herself on TV during her campaigns, she realized that black mascara was not a good look for redheads, so she decided to change the life of redheads instead.
Putting her marketing background to work with her late husband, Duane Abbajay, they set out to develop the first line of beauty products for those with red hair. After operating JFR in Toledo for several years -- Paula and her husband decided to get out of the rough and tumble world of politics in Toledo and move to beautiful Sedona, Arizona to work on the brand inspired by Sedona's amazing red rock, natural beauty.
Paula now resides in Scottsdale, with her son. Just for Redheads Beauty Products is now headquartered in Scottsdale, Arizona and reaches over a million redheads worldwide.
