In 2024, Redken did something they never had before: they named a global ambassador. Singer, songwriter, and actress Sabrina Carpenter stepped into the role with bombshell blonde hair blazing, and the partnership shows no signs of stopping.

The global ambassadorship combines Redken’s women-founded cinematic roots and scientifically backed blonde savior status with Carpenter’s stardom to create an authentic and aesthetically pleasing display of Redken’s Acidic Bonding Concentrate (ABC) product range.

Combing through the case, it’s clear that the partnership has inspired organic engagement and prompted a synonymity between Redken and Carpenter since its start in 2024.

So now the question is: how will they keep the hype from falling flat?