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The brand will highlight its Acidic Bonding Concentrate franchise through immersive experiences.
January 30, 2026
By: Rachel Klemovitch
Assistant Editor
Redken has been named the official hair care partner of the 2026 Grammy Awards.
Throughout Grammy Week, Redken will celebrate music, creativity, and high-performance hair with immersive experiences that spotlight the latest innovation from its best-selling Acidic Bonding Concentrate (ABC) franchise: the new Acidic Bonding Concentrate Hair Bandage Balm.
Mounia Tahiri, General Manager of Redken, said,
“The Grammys represent the pinnacle of creative excellence, a value that sits at the heart of Redken. Partnering with the Recording Academy to introduce Hair Bandage Balm felt like a natural fit, allowing us to champion emerging voices and bring our professional expertise and innovative products to the cultural moments that matter most.”
Redken will host two experiences.
Grammy House (January 28th – 31st) is a multi-day, immersive destination celebrating music, culture, and creativity.
Grammy House is designed for fans, members, music creators, industry insiders, and rising leaders to bring the energy of Grammy Week to life through unforgettable moments and experiences.
Within, Redken will host its own “Happy Endings Haircare Lounge” at Grammy House this year – an exclusive ABC-inspired destination where guests are immersed in the world of Acidic Bonding Concentrate.
Inside, Redken “balm-tenders” will offer expert tips and touch-ups designed to visibly seal split-ends and deliver hair’s ultimate happy ending.
Grammy U (January 30th) is a first-of-its-kind experience at this year’s Grammy House.
Grammy U is a three-stage music festival showcasing live performances from Grammy U members and emerging artists, including special appearances by Grammy nominees Durand Bernarr and Los Wizzards.
Throughout the evening, immersive activations will be dedicated to uplifting and celebrating the next generation of music creators and industry professionals.
Taking the spotlight alongside the brand is Redken Global Brand Ambassador and Grammy nominee Sabrina Carpenter, who stars in the campaign for Hair Bandage Balm – cementing the product’s place at the intersection of performance, culture, and red-carpet-ready hair.
Launching January 25th, Redken Acidic Bonding Concentrate Hair Bandage Balm is a quick-absorbing, non-greasy leave-in treatment that acts like a bandage for damaged ends.
Designed for use on clean, damp hair to treat ends or on dry hair to refresh styles, tame slick-backs, ponytails, and braids, the Balm is powered by an 8% Bonding Care Complex with Citric Acid and Madecassoside. The formula smooths stressed, damaged ends and protects against heat up to 450°F.
Patricia Nikole Returns to Redken as Global Artistic Ambassador
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