Sebastian Professional, the brand that has been writing the rules of creativity in hairstyling for over 50 years, announces an extensive re-launch that brings a new look, a new energy and a reaffirmation of its DNA as a pioneer in the professional hairstyling community.
The new stage brings to the forefront Sebastian’s core values – emphasis on professionalism, art, free expression and individuality while modernizing packaging, campaigns and digital presence, to inspire the new generation of stylists.

Born in Los Angeles in 1972, the Sebastian Professional brand has always been synonymous with innovation and pushing boundaries: from revolutionary cutting techniques to iconic products and the constant support offered to the hairstylist community. All these are celebrated in the new global campaign “Shape Your World,” which highlights provocative looks, unconventional techniques and pure artistic expression.

The vision of the global artistic team
“Part of Sebastian’s DNA is the fact that it offers products that give hairstylists the freedom to create magic – to mix, combine or reinvent hair,” says Shay Dempsey, Global Artistic Director Sebastian Professional. “Each artist plays differently with the products, and Sebastian allows you to dial the intensity up or down depending on the vision. For me, hair is the most important extension of fashion – and Sebastian gives you the freedom to create your own universe.”

In turn, Frederic Aspiras, Global Creative & Cultural Director Sebastian Professional, adds: “This re-launch is not just a visual refresh, but a bold evolution. We honor our roots as pioneers in fearless self-expression and push boundaries to meet the new generations of artists and clients. Sebastian has always been about rewriting beauty standards. Today, our message is clear: we see you, we celebrate you and we are here to support your creative journey with tools as bold and unique as you.”

What’s new for salons and stylists
With this re-launch, Sebastian Professional introduces:

• Premium in-salon presence – consultation techniques that put the client at the center of the experience.
• Advanced education – new training programs for cutting techniques, styling, product cocktailing and seasonal looks.
• Style on demand – connection to global cultural trends through spectacular industry events.
• Product innovation – continuous launches inspired by the Sebastian Tribe community.

Iconic products such as Dark Oil, Re-Shaper and Potion 9 benefit from a new premium design, with sophisticated and contemporary packaging. Sebastian’s innovative formulas remain the bridge between care and styling, with products designed to be combined into personalized “cocktails.” In addition, the new educational program will help salons offer seasonal looks and increase both visit frequency and at-home product sales. The first series of product innovations will be launched at the beginning of 2026.

Global launch
Starting in October 2025, the new Sebastian Professional look will be visible on SebastianProfessional.com and in EMEA markets, with the new packaging to be available in the U.S. from January 2026.