Redken is the latest hair-care brand zeroing in on textured coil

Redken, a renowned name in the hair-care industry, is embracing the beauty and uniqueness of textured hair with its latest product line. Acknowledging the diverse needs of textured coils, new offerings are designed to provide targeted care and nourishment. This innovative range promises to enhance natural curls, providing moisture, definition, and strength. As part of its commitment to inclusivity, Redken’s focus on textured coils highlights the brand’s dedication to catering to all hair types and celebrating the diversity of beauty. Whether you have tight coils or loose curls, Redken’s new line aims to help you embrace and elevate your natural hair texture.

Redken, a renowned name in the hair-care industry, is embracing the beauty and uniqueness of textured hair with its latest product line. Acknowledging the diverse needs of textured coils, Redken’s new offerings are designed to provide targeted care and nourishment. This innovative range promises to enhance natural curls, providing moisture, definition, and strength. As part of its commitment to inclusivity, Redken’s focus on textured coils highlights the brand’s dedication to catering to all hair types and celebrating the diversity of beauty. Whether you have tight coils or loose curls, Redken’s new line aims to help you embrace and elevate your natural hair texture.

Redken Launches Acidic Bonding Curls System to Meet Growing Demand for Textured Hair Products

The market for textured hair products is expanding, and Redken, a professional hair care brand, is the most recent to launch a line designed especially for coils and curls.
Redken introduced the Acidic Bonding Curls system earlier this month. This six-product set is designed to help curls and coils return to their natural pattern. Redken’s online store and Ulta Beauty sell the collection, which consists of a shampoo, conditioner, leave-in treatment, curl cream, styling gel, and curl revitalizing spray. The products are priced between $32 and $38.

Redken’s U.S. general manager Candy Gebhart stated, “Curly hair is becoming more common across consumer demographics.” Furthermore, curly hair is known to be seven times more prone to breakage and dryness than straight hair. She clarified that because the form prevents natural lipidic conditioning and the cuticles are elevated, the linkages are more brittle.
“Redken strives to be at the forefront in providing a scientific, pH-balanced approach to curls,” the spokesperson continued, “as curly consumers embrace their natural curl patterns more and more.”

Redken is the latest company to enter the expanding textured hair care industry. Unilever, a consumer goods business, declared in January that it would introduce fifteen new bond repair solutions by 2024. Since then, SheaMoisture, a textured hair care brand, debuted a Bond Repair Collection in April. In the same month, Aveda relaunched its Be Curly Advanced range for textured hair, and to help with it, the company selected actress Antonia Gentry as its first celebrity ambassador.
The expanding number of persons with textured hair and rising consumer demand for textured hair are the two main causes of the increased attention paid to textured hair. As per a report published on the curly hair blog in 2018,

NaturallyCurly, around 65% of Americans claimed to have wavy, curly, or coily hair. Additionally, a Google Search Analytics research revealed that the volume of searches for textured hair increased by 40.5% in 2023 and is predicted to increase by 20.1% in 2024. Allied Market Research, a market research firm, projects that the market for curly hair care products would reach a valuation of $15.65 billion by 2031.
Gebhart claimed Redken used an all-out effort in marketing to introduce the Acidic Bonding Curls line.

It was a full 360-degree activation, she said, with in-store placements, product sampling, gift cards and promotions with purchases, in-store support for sell-in and sell-through, and influencer and PR amplification. One of the campaign’s digital components was #HotlineRinglets, a social media hashtag that urged users to call a Redken Hotline and contact them with any questions they had about curly hair. Leysa Carrillo (@leysahair; 120,900 TikTok followers), a Redken ambassador, was also chosen by the brand to feature in the campaign. Additionally, it worked on sponsored posts with influencers Dayne Board (@dayneboard; 73,600 Instagram followers), Elle Smith (@officialellesmith; 97,400 Instagram followers), and Mailaya Zuri (@mailayaa; 184,000 Instagram followers).