Redken & MIZANI Announce New Partnership

Redken and MIZANI are thrilled to announce their new partnership! Each brand was built with love as a founding principal, and it is the love for salon professionals, the professional industry and textured hair that brought both brands together to achieve a common goal. Put simply, their goal is to give salon professionals the tools they need to expand their skillsets and in turn, confidently color, care and style textured hair.

This continued focus is critical. According to NaturallyCurly 2018 Texture Trends Report, 65 percent of consumers have textured hair and the needs of textured hair clients have been previously neglected by the professional industry. With consumers embracing natural beauty more and more, Mintel reports that relaxers have declined by almost 50 percent from 2014 to 2019.

This shift has given consumers the option to experiment with color without worrying about if it will result in damage caused by using relaxers and haircolor together. It also creates an even greater need to educate stylists on how to color and lighten textured hair—without compromising the curl pattern or hair health—and how to replenish the hair with the right balance of protein and moisture with care and styling.

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.

When speaking to the partnership, Redken US General Manager Leslie Marino shared, “As a leading professional color brand, we believe that all clients can enjoy the benefits of professional color services without jeopardizing the integrity of their hair…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.”

MIZANI General Manager Teresa Lopez adds, “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. This last point is maybe the most critical for the textured guest because she changes her look up to 30 times a year and counts on her stylist to guide that journey with the right products for each of those looks.”

As a part of the partnership, Redken and MIZANI will be welcoming top texture experts Leysa Carrillo (@leysahairandmakeup) and Rachel Redd (@rachel_redd) as joint Redken x MIZANI Brand Ambassadors. Leysa and Rachel will be working alongside these experts:

• MIZANI Global Artistic Director Pekela Riley (@pekelariley)  
• Global Redken Artist George Garcia (@georgegarciaredken)  
• Global Redken Artist Lindsey Olsen (@lindsey.marie.olson) 
• MIZANI Technical Director Evie Johnson (@contactevie)
• MIZANI Artist Jamal Edmonds (@lamajbackwards) 

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.

Leysa described the partnership as a “dream come true.” Explaining that, “I remember walking into five different salons and hearing over and over that no one could do my hair. At that moment, I felt left out and insecure, when all I wanted was to feel beautiful. Flash forward to today, my goal is to educate stylists on how to work with textured hair so all clients can feel beautiful. I always say, I don’t do magic—I do the right hair, for the right people, with the right products—and I am honored to continue my journey with Redken and MIZANI.”  

Rachel called the partnership “amazing” stating, “When I started off in the industry, I was the only person in the room who looked like me. Determined to be the unexpected by being myself, I worked as a full-time color assistant in New York City with the goal of mastering haircolor and applying all I learned on textured hair. For me, this partnership is all about inclusivity and making a positive impact on the professional hair industry.”