A friction material includes a binder, a reinforcement fiber, and a friction modifier which in turn includes flat layered titanate particles and baryte particles, wherein the baryte particles constitute less than 25% by volume of the friction material. The flat layered titanate particle may include alkali metal titanate particles, and more specifically potassium lithium titanate particles. Other flat layered titanates, including alkali metal alkaline earth metal titanates may also be used. The titanate particles may be used in an amount of 3-25% by volume of the friction material, and more specifically 5-15% by volume thereof. They may also have particle sizes ranging from 0.1-500 μm, and more specifically 1-30 μm, and even more specifically 15-30 μm. The friction material may include a binder or binders in an amount of about 8-31% by volume of the friction material. The friction material may also include reinforcement fibers in an amount of about 2-13% by volume of the friction material. These friction material may be used for any friction component including use in industrial machinery and vehicles, but are particularly useful as friction materials for use in various brake and clutch components.