Enter Redken Brews: a collection of beer inspired, malt infused haircare, styling and skin formulas, brewed exclusively for men.

It’s no secret the men’s hair sphere is thriving, and brands the world over are seizing the market shift.

Ever the leaders in fashion-forward inventory, the team at Redken have just dropped an all new – all male – hair care and styling line, that’s prime for global consumption.

Enter Redken Brews: a collection of beer inspired, malt infused haircare, styling and skin formulas, brewed exclusively for men.

Adhering to Redken’s three pillar mantras of inspiration, innovation and fashion, the trailblazing new range draws rudiments from traditional beer brewing practice, with each product including crafted malt as its signature ingredient.

The reason behind this unorthodox hero ingredient? Malt delivers enhanced hydration, strength and nourishment – meaning hair not only looks great, but feels amazing too. (Did we mention the male-friendly, 100% PCR beer inspired packaging?)

To celebrate the national launch of Redken Brews, Redken invited a selection of media personnel, influencers, and Redken-ites to Melbourne’s impressive Starward Distillery, for rounds of house spirits, entertainment, and live grooming demonstrations… all served up with signature Redken panache.

Before festivities kicked off, a troupe of insiders were walked through an informative site tour – an enticing prelude to the titular range – detailing the micro-distillery’s practices and procedures. Next, delegates were ushered toward a male model lined table of whiskey and product samples, before being greeted by members of Redken’s national team.

“The men’s hair and grooming markets are continuing to change and evolve” Redken’s National Artistic Education Manager Karen Strano revealed to the table of insiders.

“Men are no longer just looking for products; they’re looking for a grooming strategy and regime. Redken Brews is a grooming collection inspired by the New York City grooming and barbering scenes, as well as the process of brewing.”

Designed for ‘men who love their malt’ (be it beverage mingled or otherwise) the 23-product range boasts a selection of malt infused haircare, styling and skincare products including shampoos, conditioners, styling creams and pomades.

For the male short on grooming time, there’s also the 300ml ‘3-in-1’, an all-in-one shampoo, conditioner, and body wash packaged in a bloke friendly, beer-style bottle.

“Redken Brews stays true to Redken’s NYC heritage and mission by delivering trendsetting products and services that respond to the modern man’s haircare, styling, beard and skin needs” offered Redken’s General Manager for Australia, Erwin Santos.

“Fifty years ago, Redken launched one of the first professional grooming lines for men and since that time the brand has continued to provide styling inspiration and innovation to new generations”.

Inspiring, innovative and über-cool, Redken Brews looks set to up the male hair and grooming ante, one blokey-brew at a time.

To keep up to date on all things Redken Brews, follow @BarbersandBrews: a dedicated global Instagram destination for men seeking hair grooming trends, inspiration and quick tips.

To view the full product range visit: