Rusk announces the kickoff of a new brand direction, the RUSK Revolution, with a major professional focus on innovation, education, and business-building. Industry pioneer and Evolution Salon owner Matt Swinney, recently named Rusk's Global Creative Director, is leading the initiative, which also is backed by Artistic Director Laura Gibson. A four-time North American Hairstyling Award (NAHA) winner, including 2017 Hairstylist of the Year, Swinney is a renowned educator who has expertise that includes mastery across cut, style and color. He has traveled the globe conceptualizing and bringing new ideas to shows, shoots, and education platforms and is highly respected in the industry for his creative vision, technical expertise, and business acumen.


"When the opportunity came to join Rusk, a brand that influenced me as a young stylist and inspired the industry, I was elated," Swinney says. "Rusk has a long history of being cutting-edge, disruptive, and street chic. I look forward to reminding people how and why they know the name RUSK."

Launching the new campaign, edgy imagery features artistic direction and exclusive looks created by Sweeney and Gibson. The new looks capture the essence of where the brand is headed. With the philosophy of "Learn the Rules like a Pro, Break Them like an Artist," the Beauty Quest Group-owned brand ensures that a Rusk education equips professionals to be both masterful and disruptive with their looks.


"The new revolution for the brand has been a long time coming, and we are excited to give Rusk the refresh it deserves," says Mary Burns, Chief Marketing Officer of Beauty Quest Group. "With his broadscale expertise and dedication to educating on the craft he's so skillfully mastered, we are proud to introduce Matt as our newest partner to join our team and push this revolution ahead."

Also coming in 2021 will be a website relaunch and, in 2022, new product launches. Later in 2022, Rusk plans to introduce an entirely new care and styling line featuring chic-street packaging and innovative formulas to join the brand's color portfolio. While this shift will make an impact on salon retail shelves, Rusk primarily intends to continue the brand's dedicated mission to support the professional community by educating artists with a holistic approach to education that improves technical skill sets while also enhancing business and personal skills aimed to generate financial growth and success.

For reprint and licensing requests for this article, Click here.

Read more about