No stranger to being in the spotlight, Sabrina will also appear in advertising efforts across out of home, television, programmatic, and social media for the L’Oréal-owned brand. Redken has also come on board as an official partner for her upcoming 29-city Short & Sweet US tour.

“Summer may be coming to an end, but things are just heating up for us. We are thrilled to welcome pop culture phenomenon Sabrina Carpenter to our Redken family. She’s been dominating all global music charts over the past several months, and we simply can’t stop singing along to her latest singles. Of course, we can’t talk about Sabrina without mentioning her iconic hair. From social media to the streets of New York and everywhere in between, everyone is obsessing over her bangs, her blonde and her blowout. 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. Trust me when I tell you to watch out for a big bang!”

- Severine Breton, Redken Brand President.

"Beauty and especially my hair is a big part of my identity," says 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."