For the lover in you, the fighter in you, the rebel in you, the star in you, the dreamer in you, or… for everything you want to be. Redken’s professional styling products lets you transform your hair into any style you want, so you can express yourself, transform yourself and be yourself.

Trained as a hairstylist, the new face of Redken’s Styling, Sara Cummings, now models full-time and has been featured in campaigns for Diesel, Dr.Martens and in numerous magazine editorials. Her unique look defies definition. She effortlessly rocks every look from feminine to masculine, casual to glam. It’s all about what part of her personality she wants to express. “Different hair, different persona,” says Sara. “I’m passionate about gaining new perspectives and challenging my own opinions.”


For Sara’s debut Redken campaign, Global Creative Director Guido transformed her style with seven distinct looks that represent each product range within the Redken Styling collection: Volumize, Texturize, Smooth, Flex, Shine, Heat Styling and Hairsprays. Sara also stars in a ground-breaking visual where two images of her – one masculine, one feminine – appear simultaneously. It may look like two different models, but it’s all Sara and her versatile style.

“Most people have different aspects of themselves. I think hair is a way you can visually express that and show to the world what you’re feeling, whether it’s sexy, tough, romantic or whatever it may be,” Guido says. “Transformation can be a very powerful thing.”

Redken’s Styling collection is available from all Redken salons.


Redken 5th Avenue NYC is a leading professional hair care and hair colour company dedicated to providing inspiring education, ground-breaking products and unparalleled creativity for clients and stylists alike. With a backstage presence at Fashion Week in New York, London, Milan, Paris and New Zealand Redken creates the buzz, sets the pace and establishes what’s new, what’s hot and what’s next in hair.

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