Redken‘s network of talent is expanding across the gamut of professional hairstyling. In a new initiative named the Artistic Ambassador Program, the hair care brand, owned by the L’Oréal Group, has assembled a unique collective of 20 esteemed celebrity stylists, colorists, and educators to elevate their unparalleled expertise and knowledge within the beauty industry.
“Redken has always been about inspiring and empowering stylists behind the chair. As a brand rooted in innovation and artistry with so many talented artists relying on the brand everyday, we made it our mission to leverage the most influential voices and amplify them to build community and connection,” said Guillaume Duez, Redken’s general manager, via statement. “By formalizing this network of inspiring artists, we’re creating a platform where artistry and brand advocacy meet to shape the future of hair from the latest trends on social to satisfying clients everyday behind the chair.”
Redken launches Artistic Ambassador Program with 20 top hair artists.
As part of the program, ambassadors will serve as representatives of the brand, all of whom are required to create digital content, work on Redken’s team during award show season and lead hands-on seminars for educational purposes. On top of all that, Sarah Barr Battle, Redken’s SVP and head of marketing and digital, said: “They’ll collaborate with our internal teams to help develop new techniques, color trends, and product innovations while focusing on inspiring and sharing real-world expertise to fellow professionals.”
As of now, the list of ambassadors includes Sabrina Carpenter and Bella Hadid’s stylist Evanie Frausto, Hailey Bieber’s collaborator Ryan Pearl, Johnny Ramirez, Stassi Schroeder’s hair artist Bradley Leake, luxury colorist Maggie Hancock, existing Redken partner Philip Foresto and more. Most of the professionals have worked as partners of the brand for some time now; eight, however, are new.
“It was easy to pick the new ambassadors because all of them have loyally used Redken color their entire careers, and vouch that Shades EQ is the most versatile, predictable and must-have haircolor that they’ve ever worked with,” Battle explained. “The partnerships are seamless and rooted in love for the industry, the best products to achieve the best results, and giving back to aspiring professionals.”
Redken plans on adding more professionals to its network in the future. “As it evolves and we gain learnings, we will carefully expand its reach, adding more stylists to this powerful and inspirational talent pool as new tastemakers arise. Our goal is to make this a dynamic, ever-growing community that drives Redken, our stylists, our salons and most importantly the hair industry forward,” Duez said.
The decision to launch this program now stemmed from the technological advancements in digital education and their impact on the salon industry as a whole. Duez explained: “Launching the program now allows us to meet these changes head-on, bringing the Redken energy and leadership through our twenty ambassadors — just as stylists and clients can rely on our product performance, they are also looking for our expertise, trust, trends and connection.”
When looking at the newsmakers in professional styling, individuals who are drawing widespread attention for their statement-making work and innovative impact, Redken knew it needed Evanie Frausto for the collective. The architect’s work with pop star Sabrina Carpenter, on stage and in her music videos, has captivated Gen-Z, igniting an ongoing internet-wide debate over whether her signature nest of blond coils is her own or a wig.
“How can one person hold so much hair?” they ask. Search for “Sabrina Carpenter Hair” is currently up 511.8 percent year-over-year on TikTok alone, according to Spate, a company specializing in machine intelligence for the beauty industry.
Sabrina Carpenter’s hairstylist Evanie Frausto was tapped to join the program.
Carpenter became Redken’s first celebrity ambassador in 2024, making Frausto’s partnership ultimately inevitable. “It feels really special to me. Sabrina is not only a huge pop star, she’s also someone who fully embodies transformation and self-expression, which is exactly what I love about working with hair,” he told WWD. “Being an Artistic Ambassador alongside her feels like an extension of what we already do together. We push boundaries play with identity and use hair as a way to tell a story. It makes it feel bigger than just hair and it is a testament that there are no limits to what hair can be.”
Maggie Hancock was another visionary Redken felt necessary to add to the network, which was a surprise to her. “When I was even considered for this role, I was honestly blown away. It’s a top five moment in my entire career. Being invited into the Redken family feels like such an honor, and saying yes was one of the easiest and most exciting decisions I’ve made,” she said. “I’m excited to bring my salon-friendly edginess I’m known for into the Redken community and to share the techniques and creative approaches I’ve developed through that work. I love being able to help other stylists feel confident pushing their creativity while keeping things on-trend.”
Creator of the “Beach-kissed Lived-in Color” technique, Johnny Ramirez’s appointment in the collective marks his return to Redken. For him, however, it’s not about “coming back” so much as it is “deepening” an existing partnership. “Redken has always believed in elevating artists from the inside out—not just through incredible products, but through real, hands-on learning. I want to help inspire confidence behind the chair, especially when it comes to color. I’ve built a career on dimensional, natural-looking hair, and I’m excited to share the artistry and precision behind that work with Redken’s global community,” he said.
