L’Oréal-owned brand Redken 5th Avenue NYC announced on Monday singer and actress Sabrina Carpenter as the brand’s first-ever global ambassador. 

In this role, Carpenter will be featured in Redken’s advertising campaigns across various platforms, including out-of-home media, television, and social media. Redken is also partnering with Carpenter’s upcoming 29-city ‘Short & Sweet’ U.S. tour as an official sponsor.

Notably, Carpenter’s debut campaign for Redken, directed by Jacob Bixenman and photographed by Cass Bird, will feature the brand’s Acidic Bonding Concentrate collection, launching on September 19.

“We are thrilled to welcome pop culture phenomenon Sabrina Carpenter to our Redken family,” said Severine Breton, Redken brand president. 

“This is our biggest partnership to date, and we couldn’t be more excited. Sabrina’s unapologetic attitude, endless ambition and magnetic energy perfectly align with our core brand values. We can’t wait to reveal our first campaign. This is a true collaboration, highlighting Sabrina’s unique aesthetic and Redken’s professional legacy.

Carpenter has had a breakout year with two major chart-topping hits, ‘Espresso’ and ‘Please Please Please’ both dominating the Spotify and Billboard Hot 100 charts. Her second album, ‘Short n’ Sweet’, debuted at #1 on the Billboard 200 following its release in August, and she has a sold-out global tour kicking off on September 23rd. 

She credits her signature blonde hair to Redken’s Shades EQ. Her hairstyle, crafted by hairstylist Scott King and colorist Laurie Heaps, has captivated consumers. Scott and Laurie have also now joined Redken’s professional talent roster.

“Beauty and especially my hair is a big part of my identity,” added Carpenter. “I’ve always dreamed of partnering with a hair brand and waited to find the right partner. It’s been the secret to keeping my hair looking its best and I can’t wait to share what we’ve been working on together.”