Sebastian Professional Announces Global Brand Relaunch Amplifying Self-Expression and Individuality Through Hair

Los Angeles-based heritage hair care brand Sebastian Professional announces the launch of a major brand restage, featuring an entirely new look and energy that speaks to its DNA as a trailblazer within the hair community. With this restage, Sebastian celebrates its core values—including artistry, self-expression and individuality—while modernizing its packaging and digital presence to inspire the next generation of consumers seeking to embrace their own hairstyle. Sebastian also unveils a new brand campaign, “Shape Your World,” emphasizing professional hair artistry and the role hair plays in personal expression.

Founded in Los Angeles in 1972, Sebastian is known for its cutting techniques, pioneering looks and revolutionary hair innovations, including Shaper Hairspray and Potion 9 products which proved so popular they remain Sebastian icons that are still sold today.

These products, along with other brand heroes, hybrid products, and the full line—including Dark Oil, Re-Shaper, No.Breaker, Penetraitt and Craft Clay—are getting an elevated look, with premium packaging that has a contemporary, sophisticated design. Clients can also expect new product innovation and in-salon services to launch as part of the restage in early 2026.

“Part of Sebastian’s DNA, to me, is they always create products that allow the hairdresser the creative freedom to bring the magic, cocktailing or layering to transform or refabricate the hair,” remarks Shay Dempsey, Sebastian Professional Global Artistic Director. “We are all different hair artists and the way we play with products is so individual; Sebastian allows us to dial things UP or Down! The way we wear our hair definitely plays a big part in our identity. Hair to me is the biggest extension of fashion. Sebastian gives you freedom to mix things up, have fun and Shape Your World in whatever way you choose.”

"As someone who lives and breathes creative transformation, I couldn’t be more excited about this new chapter for Sebastian Professional,” adds Frederic Aspiras, Sebastian Professional Global Creative and Cultural Director. “The restage we’re undergoing is not just a brand refresh—it’s a bold evolution. We’re honoring our roots as pioneers in fearless self-expression, while pushing boundaries to meet the needs of a new generation of artists and clients.

“Sebastian has always been about breaking rules and rewriting the standards of beauty. This restage is a reflection of the culture we live in today—diverse, daring, and driven by authenticity,” continues Aspiras. “We’re reimagining our visuals and deepening our commitment to inclusivity and innovation. As Global and Culture Director, I see firsthand how hair is an extension of identity. This restage is our way of saying: we see you, we celebrate you, and we’re here to empower your creative journey with tools that are as bold and unique as you are. The future of Sebastian is fearless—and it’s now."

Beginning September 2025, Sebastian Professional will unveil its new look at SebastianProfessional.com and across EMEA markets. In the U.S., new packaging will launch beginning January 2026.

For more information, please visit SebastianProfessional.com. Follow along @SebastianPro_Official on Instagram and TikTok.

Founded in Los Angeles in 1972 by visionary hair stylist Geri Cusenza and her husband and business partner John Sebastian, Sebastian Professional was established with a vision to push boundaries and inspire self-expression through trailblazing product and service innovation. Geri invented the modern crimping iron, which was made famous by Barbara Streisand in the early 70s and re-popularized in the 80s. In 1976, Sebastian was the first to introduce education videos to share hair trends with salons and professional stylists across the world. In 1984, Sebastian launched Shaper Hairspray, the first aerosol hairspray that could be sprayed upside-down without clogging; this product remains one of the brand’s icons today. In 1990, Sebastian disrupted the industry with the creation of an entirely new product category—wearable treatments—with the launch of Potion 9, a leave-in conditioner packed with botanical extracts.

The brand’s legacy of pioneering product and service innovation, paired with its deep roots in the professional hair industry, makes Sebastian Professional uniquely positioned to redefine beauty, with the hair stylist at the forefront of shaping the brand’s future. For more information, please visit SebastianProfessional.com.