Redken
Product brand
UnclaimedAn American professional hair-care brand built around salon expertise and science-led formulations.
Last updated August 21, 2026
Overview
Redken is an American professional hair-care brand founded in 1960 by actress and entrepreneur Paula Kent and hairdresser and chemist Jheri Redding. Its name combines elements of the founders' names: “Red” from Redding and “ken” from Kent. The company was established during a period when professional hairstylists were seeking more specialized products for chemically treated, damaged, dry, and difficult-to-manage hair. Redken developed its identity around what it called a scientific approach to beauty. Rather than presenting hair care solely as a cosmetic or styling service, the brand emphasized the structure of the hair fiber, the role of proteins, and the use of formulation research to address specific hair conditions. Its early work in protein reconditioning helped establish a product philosophy centered on strengthening and restoring hair affected by coloring, waving, and other salon processes. The brand also developed protein-based products that were patented, supporting its differentiation in the professional market. This science-oriented approach was closely connected to Redken's salon business model. The brand supplied professional hairdressers with products for cleansing, conditioning, treatment, styling, and coloring, while also building consumer recognition through salons, stylists, education, and technical advice. Its portfolio has included shampoos, conditioners, intensive treatments, styling products, and hair-color offerings. Product families such as All Soft, Color Extend, and Frizz Dismiss address different needs, including softness and moisture, color maintenance, and frizz control. Redken remained an independent brand for several decades before entering L'Oréal's corporate structure. In 1993, when reported sales were $160 million, Redken was sold to Cosmair, Inc., the United States licensee of L'Oréal. L'Oréal completed its acquisition of Cosmair the following year, bringing Redken into the wider L'Oréal organization. The brand is now associated with L'Oréal's Professional Products division, where it continues to be positioned primarily for salon professionals and professional-quality hair care users. Redken has also used prominent public figures and brand ambassadors to broaden its visibility. Lea T became the face of Redken in 2014, an appointment described in reference material as making her the first openly transgender model to front a global cosmetics brand. Suki Waterhouse became a face of the brand in 2015. In 2020, Redken received an “Award of Earth Defender” from the Environment Possibility Award in connection with its international sustainability experience and eco-friendly products. In 2024, Sabrina Carpenter was named Redken's first global ambassador, linking the brand with a new generation of entertainment and beauty audiences. Today, Redken remains an active international professional hair-care brand. Its public identity combines salon authority, education, formulation science, hair repair, hair-color maintenance, and styling. Although owned by L'Oréal, it retains a distinct name and product architecture within the professional beauty market.
History
Redken was founded in 1960 by Paula Kent and Jheri Redding. Kent brought an entrepreneurial and entertainment background to the venture, while Redding contributed experience in hairdressing and product formulation. The brand's name was formed from parts of the founders' names. From its beginning, Redken sought to distinguish itself from conventional beauty products by presenting hair care as an area that could be informed by scientific research. The company's central concept was a “Scientific Approach to Beauty.” Redken focused on the composition and condition of the hair fiber, particularly the effects of salon chemical services such as coloring and permanent waving. Its early development of protein-reconditioning products addressed the need for products that could help hair subjected to these services. Redken also developed and patented protein-based formulations, helping it establish a technical identity within the professional salon sector. This approach influenced both Redken's products and its route to market. The brand concentrated on professional hairdressers and salons, where products could be recommended and used as part of technical services. Its business scope expanded across cleansing, conditioning, treatment, styling, and hair color. Over time, the brand organized its offer into lines aimed at particular hair concerns. All Soft became associated with softness and manageability, Color Extend with the care and maintenance of color-treated hair, and Frizz Dismiss with controlling frizz and improving manageability. These product families allowed Redken to communicate specialized solutions while maintaining a consistent professional identity. Redken's ownership changed in the 1990s. In 1993, the company was sold to Cosmair, Inc., L'Oréal's United States licensee. The reference material reports that Redken had sales of $160 million at the time of the sale. L'Oréal completed the acquisition of Cosmair in 1994, and Redken subsequently became part of the L'Oréal group. The brand is now operated within L'Oréal's Professional Products division rather than as an independently listed company. Marketing and public representation became another important part of Redken's development. In 2014, Lea T became a face of the brand. Reference material identifies this as a notable milestone because she was described as the first openly transgender model to front a global cosmetics brand. Suki Waterhouse became a face of Redken in 2015. These appointments complemented the brand's professional salon positioning with broader cultural visibility. Redken has also connected its identity with sustainability. In 2020, the Environment Possibility Award conferred an “Award of Earth Defender” on the brand in recognition of its international sustainability experience and eco-friendly products, according to the cited reference. The available material does not provide a detailed account of the specific initiatives or product changes associated with that recognition. In 2024, Sabrina Carpenter was named Redken's first global ambassador. The appointment represented a further expansion of the brand's international communications and placed Redken alongside a contemporary music and entertainment personality. Redken currently remains an active L'Oréal professional hair-care brand with an international presence. Its historical continuity rests on the combination of salon expertise, technical education, protein-focused product development, and targeted solutions for hair texture, damage, color, and styling.
- 2024
Sabrina Carpenter becomes global ambassador
[1]Sabrina Carpenter is named Redken's first global ambassador.
- 2020
Redken receives an environmental award
[1]The Environment Possibility Award gives Redken an “Award of Earth Defender” for its stated sustainability experience and eco-friendly products.
- 2015
Suki Waterhouse joins Redken's ambassador roster
[1]Suki Waterhouse becomes a face of Redken.
- 2014
Lea T becomes a Redken face
[1]Lea T is appointed as a face of Redken in a widely noted ambassador and representation milestone.
- 1994
L'Oréal acquires Cosmair
[1]L'Oréal completes its acquisition of Cosmair, bringing Redken into the L'Oréal group.
- 1993
Redken is sold to Cosmair
[1]Cosmair, Inc., L'Oréal's United States licensee, acquires Redken. Reported sales at the time were $160 million.
- 1960
Redken is founded
[1]Paula Kent and Jheri Redding establish Redken, combining their names in the brand identity and focusing on professional hair care.
Products and positioning
Professional, salon-oriented hair care with science-led formulations and solutions for specific hair needs.
Hair care
All Soft
All Soft is a Redken product family positioned around softness, moisture, and manageability. It represents the brand's approach of organizing products around specific hair conditions and consumer concerns, particularly hair that feels dry, coarse, or difficult to handle.
Color-care hair care
Color Extend
Color Extend is Redken's color-care family for hair that has been colored. Its role within the portfolio is to support the maintenance and appearance of color-treated hair through coordinated cleansing and conditioning products.
Hair care and styling
Frizz Dismiss
Frizz Dismiss is a Redken line focused on frizz control, smoothness, and manageability. It fits the brand's professional-solution positioning by addressing a defined styling and hair-texture concern rather than offering only general-purpose care.
Professional hair color
Redken hair color
Redken's hair-color products form part of its professional salon portfolio. They support the brand's long-standing relationship with salon services and its focus on products designed for technically informed use and maintenance of colored hair.
Marketing campaigns
- 2024Sabrina Carpenter global ambassador partnership
Global
Redken named Sabrina Carpenter its first global ambassador, connecting the professional hair-care brand with a contemporary international entertainment audience.
Outcome. Established a global ambassador platform with Sabrina Carpenter.
- 2015Suki Waterhouse Redken ambassadorship
International
Suki Waterhouse became a face of Redken as the brand continued to use recognizable cultural figures in support of its professional beauty positioning.
Outcome. Extended the brand's ambassador-led marketing.
- 2014Lea T Redken ambassadorship
International
Redken made Lea T a face of the brand. The appointment was notable for representation in global beauty marketing and was described in reference material as the first time an openly transgender model fronted a global cosmetics brand.
Outcome. Expanded Redken's public representation and international brand visibility.
Brand decisions
1994
L'Oréal completes the acquisition of CosmairM&ABackground
Cosmair served as L'Oréal's United States licensee and had acquired Redken the previous year.
Action taken
L'Oréal fully acquired Cosmair, consolidating Redken under L'Oréal ownership.
Aftermath
Redken became part of L'Oréal's broader professional beauty portfolio.
1993
Sale of Redken to CosmairM&ABackground
Redken had developed an established professional hair-care business and was reported to have sales of $160 million when the transaction occurred.
Action taken
Redken was sold to Cosmair, Inc., the United States licensee of L'Oréal.
Aftermath
L'Oréal's subsequent acquisition of Cosmair in 1994 placed Redken within the L'Oréal group and ultimately its Professional Products division.
Reported sales. $160 million (1993, at the time of the sale)
Recent events
- 2024
Sabrina Carpenter named Redken's first global ambassador[1]
Campaign · Leadership change
Redken appointed Sabrina Carpenter as its first global ambassador, extending the brand's international ambassador strategy into contemporary entertainment and beauty culture.
- 2020
Redken receives an environmental award[1]
Other
Redken received an “Award of Earth Defender” from the Environment Possibility Award for its stated international sustainability experience and eco-friendly products.
- 2015
Suki Waterhouse becomes a face of Redken[1]
Campaign
Suki Waterhouse was named a face of Redken as the brand continued its use of high-profile ambassadors in international marketing.
- 2014
Lea T becomes a face of Redken[1]
Campaign
Redken appointed Lea T as a face of the brand. Reference material characterizes the appointment as the first time an openly transgender model fronted a global cosmetics brand.
- 1994
L'Oréal completes acquisition of Cosmair[1]
M&A
L'Oréal fully acquired Cosmair, placing Redken within the L'Oréal corporate group.
- 1993
Redken sold to Cosmair[1]
M&A
Redken was sold to Cosmair, Inc., the United States licensee of L'Oréal. Reference material reported Redken sales of $160 million at the time of the transaction.
Sources2 sources
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