Sebastian Professional, the brand that has redefined the rules of creativity in hairstyling for more than five decades, is entering a new era. The global relaunch introduces a reinterpreted visual identity, a contemporary language, and a renewed commitment to its mission: supporting professional hairstylists through innovative products, free artistic expression, and advanced education.
This new stage of transformation is rooted in Sebastian’s core values professionalism, artistry, individuality, and creative freedom now integrated into a premium aesthetic, redesigned packaging, modern campaigns, and a digital presence built for the new generation of emerging artists.
Born in Los Angeles in 1972, Sebastian Professional remains an industry landmark: a brand that has consistently inspired revolutionary techniques, iconic products, and a global culture of artistic experimentation. All of these pillars are celebrated in the new global campaign “Shape Your World”, a call for unconventional creativity, courage, and personal vision.
The vision of the global artistic team
“Sebastian’s DNA is the freedom to create magic to mix, blend, and reinvent,” says Shay Dempsey, Global Artistic Director Sebastian Professional. “Every artist uses the products differently, and Sebastian gives you the space to build your own intensities. For me, hair is the ultimate extension of fashion and Sebastian gives you the permission to create your own universe.”
Frederic Aspiras, Global Creative & Cultural Director, highlights the brand’s direction:
“The relaunch is not just a visual change, but a bold evolution. We honor our legacy as pioneers of self-expression and move forward with a refreshed identity, relevant to today’s artists and clients. Sebastian has always rewritten beauty standards. Our message is simple: we see you, we celebrate you, and we support you to create without limits.”
What does the Sebastian Professional relaunch bring to salons and stylists?
• A premium in-salon presence – an experience built around the client, with modern consultation techniques.
• Advanced education – new training programs dedicated to cutting, styling, product cocktailing, and seasonal looks.
• Style on Demand – direct connection with global cultural trends through events and professional shows.
• Continuous innovation – product launches inspired directly by the Sebastian Tribe artistic community.
The brand’s iconic products Dark Oil, Re-Shaper, Potion 9 receive a sophisticated new design with contemporary lines and a pro-premium aesthetic. The formulas remain a defining pillar of the Sebastian culture: hybrids between care and styling, perfectly crafted to be combined in personalized “cocktails.”
The new educational program will help salons deliver seasonal looks, increase visit frequency, and boost retail product sales. The first launches of the new generation of products will debut in the first half of 2026.
