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Sabrina Carpenter is fronting Redken’s “Soft Core” campaign for its All Soft hair-care collection. It is her first major campaign moment since Redken named her its first-ever global ambassador earlier in September 2026, according to the supplied report.
Sabrina Carpenter is starring in Redken’s new “Soft Core” campaign, which spotlights the hair-care brand’s All Soft Collection. The campaign is her first major Redken appearance since the company named her its first-ever global ambassador earlier this month, according to a report by Hypebae.
The campaign puts Carpenter’s hair at the center of the promotion for All Soft, a product system Redken says is intended to address dry and brittle strands. The collection is formulated with argan oil and a moisture complex, and includes shampoo and conditioner, a leave-in treatment infused with hyaluronic acid, Argan-6 Oil and the Heavy Cream Mask Treatment.
Redken’s website carries the collection for purchase, according to the report. The campaign’s name and products are confirmed in the supplied coverage, but it does not provide a launch date, campaign media plan, pricing details or information about availability through retailers beyond the brand’s website.
Carpenter has previously credited Redken’s Shades EQ Gloss with helping create her signature blonde hair, Hypebae reported. The new campaign shifts attention to All Soft rather than presenting the gloss as the focus of the promotion. Redken’s claims about the collection’s ingredients and intended hair-care benefits are brand descriptions; the report does not cite independent testing of product results.
Carpenter’s Role in Redken’s Campaign
The campaign gives Redken a high-profile way to introduce a collection through a celebrity who has already connected her public image with hair styling. Carpenter’s appointment as global ambassador provides a broader partnership frame, while this campaign gives that appointment a specific product focus: All Soft.
For readers considering the products, the report identifies the range’s main components and intended use but does not establish how any item performs for different hair types or needs. Product suitability and results can vary, and the material supplied does not include independent comparisons, clinical findings or details on how the campaign’s claims were assessed.
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From Ambassador Appointment to All Soft
The campaign follows Redken’s announcement earlier in September that Carpenter had become its first-ever global ambassador, according to Hypebae. The new “Soft Core” creative is described as her first major moment with the brand since that appointment. The report does not give the precise date of either the announcement or the campaign’s release.
Carpenter has said she had long wanted to partner with a hair-care brand and had used Redken products, including Shades EQ Gloss. That personal account helps explain the fit Redken is presenting, but it remains Carpenter’s own description rather than independent evidence about product effects. The campaign’s All Soft focus is a separate promotion from the gloss she has credited for her blonde color.
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Campaign Details Still Unreported
The supplied report does not specify when the campaign will appear across different channels, whether additional creative or products are planned, or how long the partnership will run. It also does not provide prices, individual product sizes or a full retailer list. Availability is confirmed only through Redken’s website in the source material.
Redken describes All Soft as helping restore dry and brittle strands from within, but the report offers no independent evidence or test data to support that wording. Readers should treat it as the brand’s product claim. The source also does not say whether Carpenter helped develop the collection or whether the campaign includes a paid media component beyond the reported promotion.
Redken All Soft Leave-In Treatment
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Where the Partnership Goes From Here
For now, the announced development is the All Soft campaign and the collection’s availability on Redken’s website. Any further campaign appearances, product launches or partnership plans have not been detailed in the supplied report. Redken’s subsequent announcements and campaign channels may provide information on timing, participating retailers and additional materials.
Consumers interested in the range can review the product descriptions and availability on Redken’s site. No independent product assessment or broader campaign schedule is included in the current report, so those details remain pending.
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Key Questions
What campaign is Sabrina Carpenter appearing in?
She is fronting Redken’s “Soft Core” campaign, which promotes the All Soft hair-care collection.
What products are included in Redken’s All Soft Collection?
The report lists shampoo and conditioner, a hyaluronic acid-infused leave-in treatment, Argan-6 Oil and the Heavy Cream Mask Treatment.
Is this Carpenter’s first Redken campaign?
Hypebae describes it as her first major moment with the brand since she was named global ambassador earlier in September 2026. The source does not characterize it as her first appearance of any kind.
Where can the All Soft products be purchased?
The supplied report says the collection is available on Redken’s website. It does not list other retailers or confirm their stock.
Has the campaign provided independent evidence of the products’ results?
No independent testing or performance data is included in the report. Claims about addressing dry and brittle strands are attributed to Redken’s product description.
Source: rss
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