Redken: Science-Led Professional Hair Care from New York
Redken was founded in Los Angeles in 1960 by actress Paula Kent and hairstylist Jheri Redding, driven by a conviction that professional hair care should be grounded in the same scientific principles as pharmaceutical formulation. The brand pioneered the use of proteins and amino acids in hair care at a time when most products were built around superficial conditioning agents. This scientific approach, applied to the protein structure of the hair shaft, the pH chemistry of the scalp, and the bond architecture of the hair fibre, gave Redken a technical credibility with professional colourists and stylists that has sustained its professional reputation for over six decades.
Now owned by L’Oréal Professional Products Division, Redken benefits from the research infrastructure and global distribution of the world’s largest beauty group while maintaining the brand identity and colourist community that have defined its professional character. For wholesale buyers supplying salons and professional hair retailers, Redken occupies a specific and valuable position: technically advanced, professionally endorsed, and increasingly relevant to the at-home hair care consumer who wants professional-quality treatment between salon visits.
The Redken Product Range for Wholesale
All Soft — The Most Popular Redken Range
All Soft is Redken’s most widely purchased professional hair care range and the ideal starting point for wholesale buyers. Formulated with argan oil and RCT Protein Complex, it addresses the needs of dry, brittle hair, the most common hair concern among salon consumers globally. The All Soft Shampoo, Conditioner, Mega Mask (an intense weekly treatment), and Argan-6 Oil (a multi-benefit finishing treatment) form a complete weekly care routine that salon professionals recommend confidently.
All Soft is also notable for its accessibility: it sits at a price point that makes it achievable for most salon consumers to use regularly, which drives the kind of consistent repurchase that sustains a salon’s retail revenue quarter after quarter.
Acidic Bonding Concentrate — The Bond Repair Franchise
Acidic Bonding Concentrate (ABC) is Redken’s most commercially significant recent product launch and one of the most important innovations in professional hair care of the last five years. Positioned as a direct competitor to Olaplex, the brand that created the bond-building category, ABC uses a combination of citric acid and a bond-building active technology to repair the disulfide bonds that are damaged during chemical colouring, bleaching, and heat styling.
The ABC range includes a Bond-Repairing Shampoo and Conditioner, an intensive Bond-Repairing Treatment mask, and a lightweight leave-in spray — providing a complete daily and weekly bond repair routine. Crucially, ABC retails at a lower price point than Olaplex while delivering comparable clinical performance in independent testing, making it a compelling recommendation for salon professionals whose clients are price-sensitive but still seeking bond repair results.
For wholesale buyers, ABC represents exceptional commercial timing: the bond repair category continues to grow as consumer awareness of chemical damage increases, and Redken’s lower price point opens the market to consumers who were priced out of Olaplex. Stock it prominently in any salon or professional hair care retail environment.
Color Extend — Colour Protection
Color Extend is Redken’s range dedicated to colour-treated hair, with the specific mission of extending the vibrancy and longevity of professional colour treatments between salon visits. Color Extend Shampoo, Conditioner, and the Magnetics range (specifically for salon colour) give colourists a professional home-care recommendation that complements their in-salon work and reduces the frequency at which clients need colour refresh appointments, a powerful selling point for the relationship between stylist and client.
Extreme — Damaged Hair Repair
Extreme is Redken’s core strengthening range for severely damaged hair. The Extreme Shampoo, Conditioner, and CAT Protein Treatment (a reconstructing treatment using Redken’s signature Interbond Conditioning Agent) are workhorses of the professional salon retail range — products that stylists recommend when clients present with the kind of structural hair damage that requires ongoing professional intervention.
High Rise Volume — Lift and Body
High Rise Volume addresses the needs of fine, limp hair — a consumer segment that is large and underserved by many professional brands that focus primarily on moisturising and repairing rather than volumising. The shampoo, conditioner, and One Step Volumizer spray in this range give retailers a credible professional option for fine-hair consumers who want visible lift and body.
One United — The Versatile Leave-In
One United All-In-One Multi-Benefit Treatment is one of Redken’s most beloved single products — a lightweight leave-in spray that provides 25 benefits including heat protection, detangling, shine, frizz control, and colour protection in a single application. It is an ideal retail recommendation for any consumer regardless of hair type and one of the most effective impulse add-ons at salon retail.
Redken and the Colourist Community
Redken’s relationship with professional colourists is one of its most important commercial assets. The brand invests heavily in the Redken Exchange education platform, providing ongoing colour education, product training, and professional development resources to hairdressers globally. Colourists who are trained through the Redken system develop deep brand loyalty and recommend Redken products to clients with genuine conviction. For wholesale buyers supplying salons with a strong colour service offering, Redken’s colourist community creates a pre-sold retail demand that requires minimal additional selling effort.
Frequently Asked Questions
Is Redken Acidic Bonding Concentrate available wholesale?
Yes. The full ABC range — shampoo, conditioner, treatment mask, and leave-in spray — is available for wholesale purchase through Cosmetics Suppliers World. Contact our team to confirm current availability and pricing.
How does Redken compare to Olaplex for salon wholesale?
Both brands address the bond repair category effectively. Olaplex created the category and benefits from first-mover awareness. Redken’s ABC range competes on comparable performance at a lower price point — making it a stronger recommendation for salons whose clients are price-sensitive. Many salons stock both brands, using Olaplex for premium service positioning and Redken ABC for accessible home care retail.
Can I order Redken alongside Kérastase and Schwarzkopf in one wholesale shipment?
Yes. Consolidating Redken with Kérastase, Schwarzkopf Professional, Moroccanoil, and TIGI in a single order is one of our most popular professional hair care wholesale combinations. Contact our team to discuss your requirements and receive consolidated pricing.
