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Sabrina Carpenter is fronting Redken’s “Soft Core” campaign for the brand’s All Soft hair-care collection. It is her first major campaign for Redken since she was named its global ambassador earlier in September 2026.
Sabrina Carpenter is fronting Redken’s new “Soft Core” campaign, which promotes the hair-care brand’s All Soft Collection. The campaign is the singer’s first major appearance for Redken since the company named her its global ambassador earlier this month, according to Hypebae.
The campaign centers on Redken’s All Soft line, a range the brand says is designed for dry and brittle hair. The products are formulated with argan oil and a moisture complex, according to the report. The collection includes shampoo and conditioner, a hyaluronic acid-infused leave-in treatment, Argan-6 Oil and the Heavy Cream Mask Treatment.
Carpenter has previously credited Redken’s Shades EQ gloss with helping maintain her signature blonde hair. The new campaign spotlights a different part of the brand’s range: its All Soft products. Redken lists the collection for sale on its website, Hypebae reported.
In a statement published on Redken’s website, Carpenter said she had wanted to partner with a hair-care brand and described her hair as part of her identity. She also said the products had been a secret to keeping her hair looking its best. These are her personal comments about the partnership; the report does not provide independent evidence of product performance.
Carpenter’s First Redken Campaign
The campaign gives Redken a high-profile way to introduce its All Soft line to Carpenter’s audience, while making the new ambassador partnership visible through a specific product launch. For readers following celebrity beauty partnerships, the development moves the relationship from an ambassador announcement to a campaign tied to products that are currently available.
The choice to feature All Soft also gives the partnership a clear focus beyond Carpenter’s blonde color. Her past association with Redken’s Shades EQ gloss provides a link to the brand, while this campaign directs attention to a broader hair-care collection. The report does not disclose campaign spending, sales targets or early results, so its commercial impact cannot yet be measured.
From Ambassador Announcement to Campaign
Redken named Carpenter its first global ambassador earlier in September 2026, according to Hypebae. The “Soft Core” campaign is described as her first major moment with the brand since that appointment. The available report does not give a precise launch date for either the appointment or the campaign.
The All Soft Collection has several product formats, from wash-day shampoo and conditioner to leave-in care and an oil. Redken’s website is identified as a place to buy the range. Beyond those details and Carpenter’s past connection to Shades EQ gloss, the source material offers little information about how the campaign was produced or where it will appear.
Campaign Reach and Results
The report does not specify the campaign’s full release schedule, advertising channels, geographic reach or length. It also does not state whether Carpenter helped develop the creative work or the product line. No sales figures or performance data are provided, and the brand’s claims about addressing dryness and brittleness are not independently tested in the source material.
Where the Collection Is Available
Redken’s All Soft Collection is available through the brand’s website, according to Hypebae. The source does not announce a later campaign phase or a date for additional materials. Further details about distribution, campaign reach or commercial results may emerge from Redken, but none are confirmed in the report.
Key Questions
What is Sabrina Carpenter’s new Redken campaign?
It is Redken’s “Soft Core” campaign, featuring Carpenter to promote the All Soft Collection.
Is this Carpenter’s first work with Redken?
It is described as her first major campaign with the brand since she was named global ambassador earlier in September 2026. Hypebae also reports that she has previously credited Redken’s Shades EQ gloss for her blonde hair.
What products are in Redken’s All Soft Collection?
The reported range includes shampoo and conditioner, a hyaluronic acid-infused leave-in treatment, Argan-6 Oil and the Heavy Cream Mask Treatment.
Where can the collection be bought?
Hypebae reports that the All Soft Collection is available on Redken’s website.
Has the campaign’s impact been reported?
No. The report provides no sales figures, audience data or other results, so the campaign’s commercial impact is not yet clear.
Source: rss
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