THE WHAT: Redken, a leading professional hair brand from the US, has entered the Indian market.

THE DETAILS:  Florian Hurel, a known celebrity hairstylist, has been appointed Redken’s Pro Ambassador in India. He plans to open “Florian Hurel Hair Couture”, Redken’s first flagship salon in India. Redken products will also be available on the online platform, Nykaa.

THE WHY: The move to introduce Redken in India is in response to the growing demand from a segment of young, affluent consumers seeking specialized hair products.