In an effort to recognize and appreciate one of the fastest growing categories in the hair industry, Redken and Mizani have forged a new partnership: For the Love of Texture. A shared love for the professional industry and textured hair that brought both brands together to achieve a common goal. Put simply, the goal is to give salon professionals the tools they need to expand their skillsets and in turn, confidently color, care and style textured hair.
By joining forces and merging Redken’s expertise in color and Mizani’s expertise in textured haircare and styling, the brands will empower stylists through inclusive education and superior product offerings and as a result, give clients unlimited options to play with color with help from the right care and styling products.
“As the leading professional color brand, we believe that all clients can enjoy the benefits of professional color services without jeopardizing the integrity of their hair," says Redken US General Manager Leslie Marino. "You can’t speak to color without stressing the importance of post-color care, and that’s why we turned to Mizani, the expert in haircare and styling for textured hair, to be our partner. By combining our specialties, we are able to fill a gap in the professional hair industry and give stylists the support, education and products they need to color, care and style textured hair in the way it deserves.”
As a part of the partnership, Redken and Mizani will be welcoming top texture experts Leysa Carrillo (@leysahairandmakeup) and Rachel Redd (@rachel_redd) to the Redken and Mizani family as joint Redken x Mizani Brand Ambassadors. Leysa and Rachel will be working alongside Mizani Global Artistic Director Pekela Riley (@pekelariley) and key members of the Redken and Mizani artist network including, Redken Artists George Garcia (@georgegarciaredken) and Lindsey Olsen (@lindsey.marie.olson) and Mizani Artists Evie Johnson (@contactevie) and Jamal Edmonds (@lamajbackwards), to name a few. Alongside these experts, Redken and Mizani will be reaching stylists with inclusive education through The Redken Exchange, partner salons, SalonCentric stores and at top professional trade shows.
“We are thrilled to be partnering with Redken because Mizani shares so much in common. From our mutual respect for the science of the hair fiber, to our products formulated with protein and moisture, to our active-based approach to education, to setting the trends from the most wearable styles to the most aspirational looks," says Mizani General Manager Teresa Lopez.
Check out the official partnership announcement video below.