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On Monday, 9th of September, L’Oréal-owned haircare brand Redken 5th Avenue NYC announced singer and actress Sabrina Carpenter as its first-ever global ambassador.
Carpenter will face Redken’s advertising campaigns across various media, including out-of-home, TV, and social media. Additionally, Redken is sponsoring her 29-city ‘Short & Sweet’ U.S. tour.
Carpenter’s debut campaign for Redken, directed by Jacob Bixenman and photographed by Cass Bird, will showcase the brand’s Acidic Bonding Concentrate collection, which launches on September 19.
“We are excited to welcome pop culture sensation Sabrina Carpenter into the Redken family,” said Severine Breton, president of the Redken brand.
“This is our most significant partnership yet, and we couldn’t be more excited. Sabrina’s fearless spirit, boundless ambition, and captivating energy perfectly match our core brand values. We’re eager to unveil our first campaign, reflecting Sabrina’s distinct style and Redken’s professional heritage.”
Carpenter has had a standout year with two central chart-topping singles, “Espresso” and “Please Please Please,” both dominating the Spotify and Billboard Hot 100 charts. Her sophomore album, *Short n’ Sweet*, debuted at #1 on the Billboard 200 after its August release, and she’s set to embark on a sold-out world tour starting September 23rd.
Carpenter attributes her iconic blonde hair to Redken’s Shades EQ. Her hairstyle, created by hairstylist Scott King and colourist Laurie Heaps, has gained consumer popularity. Both Scott and Laurie have now joined Redken’s professional talent roster.
“Beauty, especially my hair, plays a big role in my identity,” Carpenter shared. “I’ve always wanted to collaborate with a hair brand and was waiting for the perfect fit. Redken has been the key to keeping my hair looking its best, and I’m excited to reveal what we’ve been working on together.”
With its rich heritage rooted in science and innovation, Redken continues to lead the way in professional hair care. As the brand embarks on this exciting new chapter with Sabrina Carpenter, it remains dedicated to empowering individuals through cutting-edge products and education—keeping hair looking and feeling its best, one strand at a time.
About Redken
Redken was founded in 1960 by actress Paula Kent, who believed in the transformative power of science. Noticing a lack of haircare products with a scientific foundation, Kent created Redken—the first brand to harness the benefits of protein, moisture, and an acidic pH for healthier hair.
