Sabrina Carpenter stars in Redken’s latest campaign, a collaboration that puts her instantly recognisable blonde hair at the heart of the concept.
Sabrina Carpenter is entering a new chapter with Redken. The singer stars in ‘Soft Core’, the haircare brand’s latest campaign and her first major project since recently being named Redken’s first global ambassador.
The collaboration comes as little surprise considering the importance hair has taken on within Carpenter’s image. Her blonde locks, the volume inspired by classic glamour and her signature fringe have practically become an extension of her aesthetic identity over the past few years.
“Beauty, and especially my hair, is a huge part of my identity,” the artist explains. “I had always dreamed of partnering with a hair brand and waited until I found the right partner.”
Carpenter had previously highlighted Redken’s Shades EQ Gloss as one of the products associated with maintaining her signature blonde shade. This time, however, the focus shifts to the All Soft range, around which the entire aesthetic of ‘Soft Core’ has been created.
Sabrina Carpenter embraces soft hair as her new beauty aesthetic
The collection has been formulated particularly for dry or brittle hair, combining argan oil with a moisturising complex. The range includes shampoo and conditioner, as well as a hyaluronic acid leave-in treatment, Argan-6 Oil and the Heavy Cream Mask Treatment.
Beyond the products themselves, the campaign taps into a growing trend within the beauty world: a return to hair that looks softer, shinier and seemingly more natural, moving away from excessively rigid finishes.
The name ‘Soft Core’ itself plays with that concept and feels particularly well suited to the image Carpenter has developed in recent years, defined by a balance of retro references, exaggerated femininity and an instantly recognisable pop aesthetic.
With this collaboration, Redken positions Sabrina Carpenter as one of the central faces of its new international chapter, while the artist expands her presence within the beauty industry beyond make-up and fashion.
The All Soft collection is now available through Redken’s official website.
