Our Journey to Inclusivity
With roots in the women’s liberation movement of the 1960s, Kérastase continues to evolve its attitude and offerings to serve all people.
Kérastase was born in 1964 with a liberating message for women. We dared them to unleash their power, to express their freedom through personal luxury, to put themselves and their own desires first. Since then, this spirit of empowerment has evolved to include more and more people, as we offer an ever-expanding set of solutions for all hair types and concerns. We are constantly asking how we can lead the industry in caring better for more and more people.
BLOND ABSOLU AND THE BIRTH OF YOU DARE, WE CARE
Our most recent evolution in inclusivity began with the stunning success of our Blond Absolu campaign in 2019. The range, created for all types of blondes, was launched with a campaign representing a truly diverse incarnation of femininity, marked by the ambitious tag line: You Dare, We Care.
Unexpected by the industry, this authentic display of modern inclusivity inspired a new set of possibilities. For us, inclusivity is always rooted in care, which is at the core of our brand. It’s what makes our inclusivity journey credible and sincere. It is also what brings us in line with the expectations of a new generation – to tell stories from all perspectives, ages, cultures, sizes and hair types.
You Dare, We Care quickly became a fresh brand statement, as well as a rallying cry for our inclusivity efforts. Dare to be what you want to become, we say, we’ll be here with exceptional luxury care, no matter who you are. The idea is to empower everyone to be proud of their individuality, to harness their personal power, and unleash their potential.
CURL MANIFESTO: TRULY SUPPORTING ALL HAIR TYPES
In 2021, our Diversity, Equity & Inclusion commitment continued with the launch of Curl Manifesto, the ultimate professional care for all curls and coils. This time, we wanted to support people with curly hair in embracing their greatness through caring for their curls at an elevated, luxury level. The range began with a desire to serve more people with all types of curly hair, a need we had previously not addressed adequately. When we realized the challenge was much greater, our mission deepened. We decided to challenge the status quo in our industry, to empower all hairdressers to care for all types of hair, and to empower all women to feel great about their beauty.
As the industry leader in luxury hair care, we understood that it was our responsibility to drive our community toward a mindset shift, to help it evolve. Curl Manifesto became not just a product launch, but a movement, as well as a catalyst for our own brand transformation.
NEW FACES FOR 2022
PRIDE LIMITED EDITION ELIXIR ULTIME HAIR OIL
In 2022, Kérastase is announcing a diverse slate of new faces to represent the brand, creating a daring, multi-faceted vision of inclusive beauty. Our goal is to help every individual find their own expression of greatness, and to see themselves as deserving of the finest luxury hair care in the world. Our vision of the world is one where anyone, anywhere can walk into a salon and know that their hair will be in good hands.