TL;DR
Get beauty and skincare favorites delivered free — and shop member deals
- Fast, free delivery on millions of items
- Access to Prime Big Deal Days deals on October 6–7
- Prime Video, Amazon Music and more included
Sabrina Carpenter fronts Redken’s new ‘Soft Core’ campaign, her first major campaign since becoming the brand’s first-ever Global Ambassador. The campaign centers on the argan oil-based All Soft Collection, now available on Redken’s website.
Pop star Sabrina Carpenter is fronting Redken’s new “Soft Core” campaign, her first major campaign appearance since being named the hair care brand’s first-ever Global Ambassador earlier in September 2026. The campaign, reported by Hypebae, spotlights Redken’s All Soft Collection, a hair care line formulated with argan oil that is now available on the brand’s website.
The “Soft Core” campaign is built around the brand’s All Soft Collection, which Redken describes as one of its most popular lines. According to Hypebae’s report, the collection is said to help restore the look and feel of dry, brittle hair, and is formulated with argan oil and a moisture complex.
The All Soft range includes several products: a shampoo and conditioner, a hyaluronic acid-infused leave-in treatment, an Argan-6 Oil, and a Heavy Cream Mask Treatment. All items in the collection are available for purchase through Redken’s official website.
Carpenter has a pre-existing relationship with the brand’s products. According to the report, the singer has long credited Redken’s Shades EQ gloss for her signature blonde color, a claim she has made publicly in the past and repeats in her ambassador role.
What the Ambassador Deal Signals
The campaign matters as the first concrete output of Carpenter’s appointment as Redken’s first-ever Global Ambassador, a title the brand had not previously awarded to anyone. It signals Redken’s intent to tie its identity to a single high-visibility celebrity at a time when beauty brands increasingly compete for cultural relevance through music and entertainment partnerships.
For Carpenter, the deal extends her commercial footprint beyond music into beauty, an industry where celebrity ambassadorships — such as Ariana Grande’s r.e.m. beauty, which also released a new holiday collection this week, per Hypebae — have become a core marketing channel. The “Soft Core” campaign will likely shape how the All Soft line is presented to consumers globally in the coming months.
Carpenter’s Road to Redken
Carpenter was named Redken’s first-ever Global Ambassador earlier in September 2026, according to Hypebae. The appointment followed years of the singer publicly associating herself with the brand’s products, particularly the Shades EQ gloss, which she has credited for maintaining her signature blonde shade.
In a statement published on the Redken website, Carpenter framed the partnership as a long-considered decision. “Beauty and especially my hair is a big part of my identity,” she said. “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.”
The “Soft Core” campaign arrives shortly after that announcement, marking the first campaign creative to emerge from the ambassadorship. The launch also coincides with a busy period in celebrity beauty, including Ariana Grande’s r.e.m. beauty releasing its En Pointe Holiday Collection, as Hypebae also reported.
Details Still Under Wraps
Several details of the partnership remain unconfirmed. Redken has not publicly disclosed the financial terms of Carpenter’s ambassador deal or the length of the contract. The full scope of the “Soft Core” campaign — including which markets it will run in, its media placements, and its duration — has not been detailed in the initial announcement.
Carpenter’s statement that she “can’t wait to share what we’ve been working on together” suggests further collaborative projects, but neither the brand nor the singer has specified what those might be, whether additional products, co-created lines, or future campaigns. Product performance claims, such as the collection restoring dry and brittle strands, are marketing statements from the brand and have not been independently verified.
What Comes After ‘Soft Core’
The All Soft Collection is available now on Redken’s website, and the “Soft Core” campaign is expected to roll out across the brand’s marketing channels. Given Carpenter’s reference to work “we’ve been working on together,” observers will be watching for additional campaign drops or product collaborations under the ambassadorship in the coming months.
As Global Ambassador, Carpenter is also likely to appear at future Redken activations and product launches, though no specific events or dates have been announced. Hypebae’s report did not indicate whether the campaign will expand to retail promotions beyond the brand’s direct-to-consumer site.
Key Questions
What is Sabrina Carpenter’s new Redken campaign called?
The campaign is called “Soft Core” and it spotlights Redken’s All Soft Collection, according to Hypebae. It is her first major campaign since being named the brand’s first-ever Global Ambassador in September 2026.
What products are in the Redken All Soft Collection?
The collection includes a shampoo and conditioner, a hyaluronic acid-infused leave-in treatment, an Argan-6 Oil, and a Heavy Cream Mask Treatment. The line is formulated with argan oil and a moisture complex.
When did Sabrina Carpenter become Redken’s Global Ambassador?
Carpenter was named Redken’s first-ever Global Ambassador earlier in September 2026, according to Hypebae. The “Soft Core” campaign is her first major campaign moment with the brand since then.
Where can I buy the Redken All Soft Collection?
The collection is available for purchase on Redken’s official website. Hypebae’s report did not specify additional retail availability.
Will Sabrina Carpenter release more projects with Redken?
It appears likely but is not confirmed. Carpenter said she “can’t wait to share what we’ve been working on together,” suggesting further collaborations, though neither she nor Redken has announced specifics.
Source: rss
Fall Picks
fall essentials
As an affiliate, we earn on qualifying purchases.
