Beauty Quest Group, a U.S.-based manufacturer and marketer of professional hair care, color, and styling products serving salons and specialty retailers,is relaunching the brand RUSK in 2026 with a complete reset, bringing every product under one unified identity: the RUSK Designer Collection. 

RUSK traces its origin to stylist Irvine Rusk, with brand storytelling that places its beginnings in Glasgow, Scotland and its identity in pro styling and salon color.

The company says this relaunch is more than a new look or line extension, repositioning the brand as a streamlined, performance-driven professional system. RUSK is being rebuilt to match real salon workflow. 

Instead of separating “care” and “styling” into disconnected silos, the new RUSK Designer Collection places everything under one umbrella—organized into intuitive, category-driven systems designed to improve clarity at retail, simplify education, and support faster services and stronger behind-the-chair ROI.

“We approached the RUSK relaunch with a clear focus: simplify, elevate, and evolve. We refined the collection to give stylists everything they need—nothing they don’t—so it’s clear, intuitive, and easy to work with behind the chair. With RUSK’s global success, it was important to honor the legacy to its highest standard, keeping the look familiar while refreshing it with a more premium, modern edge. And just as importantly, we improved ingredients and performance across the line for both the professional and the consumer, while introducing new products designed to expand the range and support the next phase of growth.” --David Rosenblatt, CEO

What’s Changing: One Brand, One System

The 2026 relaunch introduces a simplified architecture across both styling and care, centered on clearer product navigation, fewer SKUs, and easier regimen-building.

Key elements of the RUSK Designer Collection relaunch include:

1) A New Styling Framework Built by Category

RUSK is reorganizing styling into four clear “systems” that align with common client goals:

• Smooth & Protect

• Texturize & Define

• Volume & Body

• Finish & Hold

RUSK also notes that the relaunch includes four new hero stylers designed to anchor and define the styling system.

2) Three Streamlined Wash & Care Regimens

On the care side, RUSK is introducing three simplified wash/care regimens:

• Quench

• Elevate

• Vivid

These are positioned as easy-to-understand, salon-friendly systems that make it faster to recommend a routine and easier for clients to maintain results at home.

3) A Bold, Minimalist Packaging Overhaul

The collection also debuts a minimalist packaging redesign aimed at clarity and shelf impact—supporting education and quick navigation for both stylists and consumers.

According to the brand, the goal is to make RUSK easier to shop, easier to teach, and easier to retail—without compromising performance.

Why This Matters for Stylists

RUSK is framing the relaunch as a response to the realities of today’s pro. 

Natasha MacDonald, the Rusk Global Education Director, says, "The refreshed Rusk Designer Collection delivers a streamlined, compact portfolio designed to meet the needs of every stylist and every guest. With solutions for all hair types, and textures,  the collection addresses the real concerns faced behind the chair, creating the ideal canvas while protecting hair from heat and preserving color investments. The introduction of four new key styling products completes the line, ensuring stylists have everything they need to style with confidence.

"For stylists, this refresh means less clutter and more capability," she adds. "The streamlined Designer Collection delivers a complete styling system in a compact portfolio, addressing every hair type and concern while elevating the look of the station and retail space. The clean aesthetic and clear product purpose make it easy for guests to continue their salon experience at home, driving confidence, consistency, and retail success."

The result, Rusk says, will be...

• faster services

• simpler product choices

• cleaner education

• stronger retail conversion

• better ROI behind the chair

In other words: less time decoding product overload, and more time delivering results and building repeatable systems that fit into the rhythm of a busy salon day.

With the RUSK Designer Collection, Beauty Quest Group is repositioning a legacy, globally distributed professional brand around simplification, accessibility, and modern salon workflow, bringing care and styling together under one cohesive identity.