Redken has something brewing up its sleeve

Redken has something brewing up its sleeve

Booze hound

Text: Renée Batchelor

Looking for a new haircare and grooming range? Redken has just the thing

Men, you are an important market for grooming products. Case in point: David Beckham started his grooming range, House 99, last year in order to capture this growing market. But there are other brands that have been doing it for years. In fact, Redken has been synonymous with haircare and styling, with a cool, New York edge for more than fifty years. It introduced one of the first ever professional grooming lines for men in the 1960s — maybe the Beat poets were using Redken to tame their perpetual bedhead. It's been constantly updating its men's ranges, and the latest collection from the brand is the aptly named Redken Brews. It was definitely influenced by drinks culture with shampoos packaged like beer bottles giving it a cute, speakeasy meets haircare vibe.

Redken Brews Daily Shampoo, Clay Pomade, Stand Tough Extreme gel and Work Hard Holding Paste

But it's not just the packaging that looks good. Even the ingredients are influenced by beer. In Singapore, there are nine products on offer, ranging from haircare to styling. The products include three shampoos including a Daily Shampoo and an Extra Clean one to remove all product build-up — trust us guys you need one in your shower. The styling range is pretty comprehensive with three pomades, each with different finishes, a paste, strong hold gel and a hairspray. All the haircare is made with crafted malt — hence the nod to beer — and have hair and scalp properties that benefit your mane as well. And if you're interesting in upping the style quotient of your new 'do but are confused as to the difference between a pomade and a paste, wonder now more. The brand has an Instagram account @barbersandbrews that is dedicated trends, inspiration, quick tips and functional content that will benefit everyone from novices to experts. To kick off the campaign, influencer Mikey Henger, who is known as the fade guru, and Redken Artist MJ Deziel, a who is known for her avant garde style, will share their looks, techniques and inspiration.

From $29 to $32 at leading salons

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