Sabrina Carpenter Is the New Face of Redken

Redken has announced Sabrina Carpenter as its first-ever Global Ambassador. This appointment also marks Carpenter’s inaugural haircare partnership, highlighting a significant milestone for the singer and actress who gained global stardom this year with her release of two of the summer’s biggest hits, Espresso and Please Please Please.

Carpenter has been a longtime fan of Redken, attributing her signature blonde colour to Redken’s Shades EQ, the number one demi-permanent hair gloss worldwide. Her trademark blonde bangs and bouncy style are also credited to Redken, according to her longtime hairstylist, Scott King, and colourist, Laurie Heaps, both of whom have recently joined the Redken professional talent roster.

“Beauty and especially my hair is a big part of my identity,” says Carpenter. “I’ve always dreamed of partnering with a hair brand and waited to find the right partner.  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.”

Owned by L’Oréal, Redken has been at the forefront of the professional salon industry for over 60 years, pioneering a scientific approach to haircare. Founded by Paula Kent, Redken revolutionised the industry by focusing on the ideal protein-moisture balance and maintaining an acidic pH—a principle that remains essential in haircare today.

In her new role, Carpenter will be featured in advertising across various platforms including out-of-home, television, programmatic, and social media. Additionally, Redken is set to be an official partner for her upcoming US tour.

“We are thrilled to welcome pop culture phenomenon Sabrina Carpenter to our Redken family,” said Severine Breton, Redken Brand President. “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.”

The first campaign under this new partnership is set to launch on the 19th of September. Directed by Jacob Bixenman and photographed by Cass Bird, it will promote Redken’s renowned Acidic Bonding Concentrate.