Having become a household name thanks to her chart-topping singles ‘Espresso’ and ‘Please Please Please’, Sabrina Carpenter has just been announced as professional haircare brand Redken’s first Global Ambassador.
The destined collaboration was born and bred in the salon throughout Sabrina’s rise to fame – she has been a longtime lover of the professional haircare brand, attributing her signature blonde exclusively to Redken’s demi-permanent hair gloss, Shades EQ. Sabrina’s blonde bangs and bouncy style have captivated consumers around the globe, a trade secret her longtime hairstylist, Scott King, and colourist, Laurie Heaps, both credit to Redken. Scott and Laurie have also joined the Redken professional talent roster.
No stranger to being in the spotlight, Sabrina will also appear in advertising efforts for the L’Oréal-owned brand. Redken has also come on board as an official partner for her upcoming 29-city Short & Sweet US tour.
“Summer may be coming to an end, but things are just heating up for us. We are thrilled to welcome pop culture phenomenon Sabrina Carpenter to our Redken family,” says Severine Breton, Redken Brand President. “She’s been dominating global music charts over the past several months, and we simply can’t stop singing along to her latest singles. Of course, we can’t talk about Sabrina without mentioning her iconic hair. From social media to the streets of New York and everywhere in between, everyone is obsessing over her bangs, her blonde and her blowout.
“This is our biggest partnership to date, and we couldn’t be more excited. Sabrina’s unapologetic attitude, endless ambition and magnetic energy perfectly align with our core brand values. We can’t wait to reveal our first campaign. This is a true collaboration, highlighting Sabrina’s unique aesthetic and Redken’s professional legacy. Trust me when I tell you to watch out for a big bang.”
"Beauty and especially my hair is a big part of my identity,” says Sabrina. “I've always dreamed of partnering with a hair brand and waited to find the right partner. I've been using Redken products for a while – and discovering more about the story of Paula Kent, Redken's founder was truly inspiring. I want women to feel confident and empowered when it comes to their hair and with its history in the industry, Redken has something for everyone. It's been the secret to keeping my hair looking its best and I can't wait to share what we've been working on together."
Directed by Jacob Bixenman and photographed by Cass Bird, Sabrina’s first campaign for Redken’s cult-favorite Acidic Bonding Concentrate collection will launch on September 19th with additional campaigns spanning both consumer and salon professionals to come.
