Redken x Mizani Forge New Partnership: For The Love Of Texture

Published by: Redken x Mizani Team
Feb 18, 2020

 

Redken, the leader in professional color, and Mizani, the leader in professional textured haircare and styling, are thrilled to announce a new partnership. Redken and Mizani were each built with love as a founding principal. It is love for salon professionals, the professional industry and textured hair that brought both brands together to achieve a common goal. In essence, they strive 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, knowing that 65% of consumers have textured hair and that the needs of textured hair have been previously neglected by the professional industry. With consumers embracing natural beauty more and more, relaxers have declined by almost 50% from 2014 to 2019. This shift has given consumers the option to experiment with color without worrying that it will result in damage caused by using relaxers and color 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 on how to replenish the hair with the right balance of protein and moisture via care and styling. 

Joining forces means the merging of Redken’s expertise in color and Mizani’s expertise in textured haircare and styling. Both brands aim to empower stylists through inclusive education and superior product offerings so that clients are given 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 the leading professional color brand, we believe that all clients can enjoy the benefits of professional color services without jeopardizing the integrity of their hair. Our color portfolio gives professionals the tools they need. From Shades EQ, our acidic demi-permanent hair gloss that does not lift the hair or disrupt the curl pattern, to Flash Lift Bonder Inside, our lightener that protects the bonds while lightening, our products color and lighten textured hair with care. 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 states, “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. One day it’s a twist-out, the next visit it’s a protective style. She needs the right care and styling products for each look and Mizani is the only brand that services that broad landscape of creativity in one single brand assortment.” 

As a part of the partnership, Redken and Mizani will be welcoming top texture experts Leysa Carrillo (@leysahairandmakeup) and Rachel Redd (@rachel_redd) to the Redken and Mizani family as joint Redken x Mizani Brand Ambassadors. Leysa and Rachel will be working alongside Mizani Global Artistic Director Pekela Riley (@pekelariley) and key members of the Redken and Mizani artist network including, Redken Artists George Garcia (@georgegarciaredken), Lindsey Olsen (@lindsey.marie.olson), Mizani Artists Evie Johnson (@contactevie) and Jamal Edmonds (@lamajbackwards), to name a few. 

Redken x Mizani Brand Ambassador Leysa Carrillo described the partnership as a “dream come true,” saying 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.”

Redken x Mizani Brand Ambassador Rachel Redd 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.

 

 
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