EXCLUSIVE: Sabrina Carpenter Is Redken’s First-ever Celebrity Ambassador

Redken has partnered with Sabrina Carpenter as its first celebrity brand ambassador.

The collaboration makes sense for the brand, and it’s not just because Carpenter’s latest album, “Short n’ Sweet,” just debuted at the top of the Billboard charts. Carpenter has been using Redken products to maintain her viral curtain bangs hairstyle. In January, Google Trends reported that Carpenter “had the top trending bangs of the month” in December. In March, “wispy curtain bangs” became a top trending search term ahead of the release of her “Espresso” music video.

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“Beauty, and especially my hair, is a big part of my identity,” Carpenter exclusively told WWD in a statement. “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.”

The connection began organically from Carpenter’s personal love of Redken products, said Severine Breton, Redken global brand president. “Celebrity is having a huge moment in the beauty space right now, but if went that route it was very important for Redken to align with someone who not only had iconic hair, but also aligned with who we are as a brand.”

The “Please, Please, Please” singer and the American hair care brand joined forces last May for the Met Gala, where hair colorist Laurie Heaps used Redken’s bonder and developer to help keep her signature cascading blond tresses looking fresh, and hairstylist Scott King used Redken products to add volume and style her soft curls for the event.

“We love that she has a point of view and that collaborative nature means it’s not the same type of content you’re going to see everywhere. It’s unique to Sabrina and Redken, and that is so important for us,” Breton said.

Redken previously had “Global Brand Muse” models like Amber Le Bon and Crystal Renn, among others. Redken hopes that its first brand ambassadorship with Carpenter is a long-term partnership that “feels like her.”

Founded in 1960 by actress Paula Kent and hairdresser Jheri Redding, Redken transformed the hair care industry with its pioneering protein-based products and pH balance concept. The science-driven approach led to popular lines like Extreme and All Soft.

Sabrina Carpenter’s Red Carpet Style Through the Years: From Disney Channel Debut to Her ‘Short n’ Sweet’ Era [PHOTOS]

Launch Gallery: Sabrina Carpenter's Red Carpet Style Through the Years: From Disney Channel Debut to Her 'Short n' Sweet' Era [PHOTOS]

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