- Sabrina Carpenter stars in Redken’s new “Soft Core” campaign spotlighting the brand's All Soft Collection.
- The campaign serves as the latest major creative installment in Carpenter's global ambassadorship with Redken, which began in September 2024.
- The All Soft lineup features argan oil and an exclusive moisture complex formulated to hydrate and soften dry hair.
- The campaign adds to Carpenter's banner year of commercial partnerships across luxury fashion, spirits, and lifestyle sectors.
Sabrina Carpenter puts her signature blonde volume on display in Redken’s new advertising campaign, titled “Soft Core”.
The visual campaign focuses on Redken’s All Soft Collection, an argan oil-infused system designed to restore moisture and softness to dry, brittle hair. The product lineup includes shampoo, conditioner, a hyaluronic acid leave-in treatment, and the Heavy Cream mask.
The “Soft Core” project marks the latest major milestone in Carpenter’s partnership with the L’Oréal-owned salon label. Redken originally signed Carpenter as its first-ever celebrity global ambassador in September 2024, launching her ambassadorship with the Acidic Bonding Concentrate line.
Carpenter has long credited Redken’s Shades EQ Gloss for maintaining her signature blonde shade, noting that healthy styling remains a central pillar of her visual identity.
The hair care campaign caps a breakout year of chart milestones and high-profile endorsements for Carpenter. Powered by global hits like “Espresso,” “Please Please Please,” and “Taste” off Short n’ Sweet, the singer has rapidly diversified her commercial portfolio.
Earlier this year, she teamed up with Johnnie Walker on a limited-edition Black Label bottle and bespoke cocktail serves, followed by a September turn alongside Josh O’Connor in a Dior x A24 short film celebrating designer Jonathan Anderson and their joint programming at the Cherry Lane Theatre.
For Redken, Carpenter’s ongoing ambassadorship continues a deliberate push toward viral, modern beauty culture. The heritage salon brand previously partnered with figures such as British model Suki Waterhouse and Brazilian model Lea T.
Takeaways
Sabrina Carpenter’s “Soft Core” campaign shows the strength of sustained celebrity ambassadorships over one-off promotional posts.
Rather than ending after her initial 2024 Acidic Bonding Concentrate launch, Carpenter’s partnership with Redken has evolved into multi-product storytelling that matches her evolving aesthetic.
Her blowout and curtain bangs have become an identifiable cultural staple, giving Redken natural credibility when marketing home-care ranges like All Soft.
At the same time, Carpenter’s broader 2026 business moves reflect thoughtful brand diversity: balancing luxury editorial prestige with Dior, high-end spirits with Johnnie Walker, and accessible daily routines with Redken keeps her commercial profile elevated without oversaturating any individual product category.
How does Sabrina Carpenter’s signature blowout influence your interest in professional hair care brands like Redken? Does extending an ambassador deal across multiple product lines (from bond repair to hydration) make brand partnerships feel more authentic to consumers?
