THE WHAT? L’Oreal-owned professional haircare brand Redken has teamed up with non profit It Gets Better on a new initiative to support the LGBTQ+ and hairdresser communities.
THE DETAILS The initiative, named Hairdressers United: Stand Together Against Bullying, has launched during Pride month, and aims to help educate and uplift hairdressing as a welcoming environment for the LGBTQ+ community in the industry.
A press release stated, “The brand is now taking their dedication to education to a new level by working with hair professionals to make salons a safe space for LGBTQ+ people, and a haven for all hairdressers to find a community and purpose. Through the brand’s partnership with It Gets Better, Redken will activate its family of over one million salon professionals to inspire others to explore the welcoming hairdressing profession.”
THE WHY? Redken and It Gets Better are aiming to spread the message that everyone can feel safe, authentic and empowered in the hairdressing community, as well as evolving the hairdressing industry’s LGBTQ+ inclusion practices and inspiring consumer allyship.
Shane Wolf, Global President, Professional Products Division at L’Oréal, said, “At Redken, hairdressing is our passion and we believe in the power of the salon and the sense of community it can create for both hair stylists and clients.
“We knew we had to share this message of hope, not only with our community, but with anyone out there experiencing bullying who might also find a home in this industry. Partnering with the It Gets Better Project to spread that message will help support millions of young people worldwide.”