Redken: Global Color Leaders
Redken U.S. General Manager Leslie MarinoPhoto 2 of 2
Who We Are
Redken Laboratories, founded in 1960, introduced the idea of protein reconditioning and created products that were able to condition hair internally and for the long-term rather than solely camouflage damage. Redken soon began to develop patented protein technologies and now holds more than 60 global patents on products and ingredients. In 1993, L’Oréal, purchased Redken, and now its headquarters are on 5th Avenue in New York City. Today, Redken is a global leader in professional haircare products and services.
Redken U.S. General Manager Leslie Marino details upcoming launches and praises the industry experts who make up Redken’s education team.
In March 2015, we launched our first-ever custom range of lightening products, the Blonde Idol Professional Haircolor Collection, allowing our colorists to achieve customized, lightened shades no matter their natural shade. The launch has been extremely popular for both colorists and clients, especially with the recent notion that highlights are no longer just for blondes. In conjunction with the Blonde Idol launch, we introduced our Blonde Encyclopedia, a very digestible “bible” of formulas, techniques and tips as it relates to lightening, highlights and babylights.
More than 25 years ago, we launched Redken Shades EQ—a demipermanent and ammonia-free haircolor. Since then, Shades EQ has won countless awards, become truly adored by consumers and stylists alike and has even established its own motto: “The haircolor that thinks it’s a conditioner.” Shades EQ is the first-ever acidic haircolor with a pH that’s in line with hair’s natural pH. By keeping the hair close to its natural pH level, the acidity of Shades EQ helps to make hair glossy and shiny, so it truly is color that conditions hair from the inside out.
We are also extremely excited about the 10 new shades that will launch into our award-winning Shades EQ gloss color line in October. Over the past 25 years, Shades EQ has become an industry favorite, so to be able to add to this and deliver our first-ever Shades EQ Pearl, Copper Red and Natural Warm families is huge for us.
The launch also presents a great opportunity to educate the industry on Shades EQ’s many capabilities so colorists may take full advantage. From refreshing permanent color to toning, and correcting uneven, brassy or overly vibrant tones, Shades EQ is the simplest answer to every haircolor concern.
A Clear Career Path
Since 1960, salon professionals have turned to Redken for everything from education and skill development to business know-how and personal development. This year, to expand upon this and further our “learn better, earn better and live better” mentality, we launched a newly redesigned education path curated to one’s area of expertise that creates a very clear step-by step to defining one’s career path. With our four distinct progressive pillars: Redken Specialist, Redken Authority, Redken Certified Stylist and Redken Artist we are there every step of the way to help expand one’s expertise in the industry. Redken’s new career path places the best tools and education directly in the hands of our salon professionals.
“Redken provides not only top-tier and cutting-edge products to our salon professionals, but also the best tools, education and resources available to set them up for success. We have a strong network of more than 600 Redken artists around the world who we work very closely with to stay on top of today’s trends, create tomorrow’s trends, and disseminate these techniques and skill sets to tomorrow’s industry leaders.” —LESLIE MARINO
Formulation for Success
Redken uses the traditional level system for all brands except for Color Fusion. With this brand, the modern level system allows for more increments of lighter brown shades between levels 2 and 6, allowing more color formulation options at levels 3, 4 and 5. Chromatics, Beyond Cover and Ultra Rich use an alpha/numeric system. Having both label systems allows users to easily visualize the results.
Professional hotline: 800.423.5369
Advanced academy: The Redken Exchange, New York
Color educators: Kris Sorbie, Justin Isaac, Lori Zabel, Chiala Marvici, Sean Goddard, George Garcia
Education on Demand, redken.com
Style Station AppSwatch Books, and all of our printed materials