REDKEN
Indonesia

Redken is a renowned brand in the hair care sector, known for its professional and innovative approach to beauty. Founded in 1960 by Paula Kent Meehan and Jheri Redding, Redken was created with the aim of combining science and technology with the creativity of hairdressers. From its inception, the brand stood out by integrating high-quality ingredients into its formulas, setting new standards for salon cosmetics.

Redken's history is marked by innovations that transformed the beauty industry. One of the main milestones was the introduction of the "pH balanced" concept in hair products, which revolutionized hair care. This commitment to research and development led to the creation of various product lines that cater to all hair needs, from the most damaged to the healthiest.

Among the brand's historical milestones, the launch of the "Shampoo Cleansing Cream" in 1960 stands out, redefining the standard for hair cleansing. In the 1980s, the "Color Extend" line was introduced to protect and prolong hair color, consolidating Redken's position as a leader in color cosmetics. Another significant advancement was the creation of the "Extreme" line, which became essential for damaged hair, providing deep hydration and repair.

Redken is guided by the values of innovation, professionalism, and inclusion. The brand believes that everyone should have access to high-quality products that result in healthy and beautiful hair. Its commitment to science is reflected in formulas developed based on technological studies. Furthermore, Redken is a cruelty-free brand dedicated to sustainability, using ingredients that are beneficial for both hair and the environment.

Redken's design and production philosophy focuses on effectiveness and accessibility. Each product is developed to meet specific hair needs, using high-quality ingredients that ensure consistent results. The brand also invests in sustainable practices, using recyclable packaging and eco-friendly ingredients. In addition, Redken promotes diversity and inclusion in the beauty industry, creating a fairer and more welcoming environment.

With a wide range of collections, Redken offers shampoos, conditioners, treatments, coloring, and styling products. Among its most iconic products are the "All Soft Shampoo," known for providing softness and shine, and the "Extreme Anti-Snap," which prevents hair breakage. Its Color Extend Magnetics line is widely recognized for its effectiveness in protecting and maintaining vibrant color.