Sebastian Professional Enters a New Era in Australia

There’s something special about the enduring cultural impact that original LA cool kid Sebastian Professional provides. Fewer still return to market with both heritage and forward momentum so clearly in sync. 

This month, the brand officially relaunches in Australia, marking a renewed chapter defined by elevated design, expanded innovation and a sharpened focus on community.

On the ground to lead the relaunch was Global Creative Director Shay Dempsey, visiting Australia for the first time as the brand steps into this next phase.

“It’s actually my first time in Australia,” says Shay. “I’m obviously here celebrating Sebastian Professional’s relaunch with all of you guys. I think this is such a huge time for Sebastian – we’re on this sort of road trip, which is great.

The new facelift of the packaging is unreal, and the formulas are still great. There are so many new products coming. The evolution is strong.”

The relaunch builds on more than five decades of industry presence, evolving the brand without disconnecting from the professional roots that have long defined it.

“We (Sebastian Professional) have been around for over 50 years, and that’s something to celebrate. We’re still a globally recognised brand, across older hairdressers, mid-career hairdressers, and – now – younger ones.

“It was always designed by hairdressers, for hairdressers – and that’s still true today.”

That ongoing commitment to the professional community sits at the core of the relaunch,  alongside a clear intention to engage a new generation of hairdressers who may know the name, but not yet the full scope of its capabilities.

“There’s a strong community that know us, but a lot of younger hairdressers who don’t, that we are excited to reach and connect with in this new phase. When you relaunch, it’s about elevating the brand to what it deserves.

“The packaging now feels more elevated,” explains Shay of the upgraded packaging. “It’s not just standard plastic. (The rebrand) is also about connecting with younger talent and consumers. Maybe their mum used the hairspray, or they’ve heard of Potion 9, but they don’t really know how to use or cocktail the products which is a major focus for us.”

Education becomes a key pillar here, with campaigns designed to extend beyond visual storytelling into practical application and technique.

“So now, when we launch campaigns, we can build education into it – through incorporating layering, techniques, cutting methods. It’s not just a campaign, it has depth.

“We’re also focused on finding new community as well. It’s a double focus – both the consumer, but really the hairdresser and growing our Sebastian family.”

For Shay, the relaunch is not just a global brand moment, but a personal one – shaped by his own history with the brand.

“For me, I started in a chair at an event looking at Sebastian, and I grew from there. I wouldn’t be the hairdresser I am today without it. So yeah – it’s everything, and there are really exciting times ahead.”

While the visual identity has been elevated, the brand’s creative DNA remains unchanged, now expressed through the “Shape Your World” platform.

“We haven’t looked back, but you can’t deny the DNA of the brand. Shape Your World is about identity – it’s about who the individual is, what the individual represents, and what the product does for them.

Sebastian has always focused on how products can change the fabric of the hair. Shape Your World keeps that DNA but pushes it forward.”

Crucially, that evolution extends to a broader and more inclusive creative network, bringing local voices into sharper focus.

“We’re now celebrating a broader range of artists – not just the international team, but local hairdressers too. It’s about giving them the tools to break the rules beautifully.

“We’ve always had that artistic edge, but now we’re empowering people to take it further. It’s exciting, building this community.”

Welcome to a new age of Sebastian Professional – forever at the forefront with a brand new look and feel and elevated commitment to education, without losing any of the cool factor that made the brand so iconic fifty years ago. 

The relaunch positions Sebastian Professional firmly within the present whilst continuing it’s commitment to shaping what comes next.

Follow @sebastianpro_official.