As the largest independent professional hair care brand in the world, Paul Mitchell has continuously championed sustainability, ethical practices and the empowerment of hair professionals.Courtesy of John Paul Mitchell Systems
As 2025 ushers in a fresh era for the brand, the company is rolling out a bold restage that blends innovation, improved sustainability and a deep respect for the hair professionals and clients they serve. The restage is more than just a change in packaging—it’s a reflection of Paul Mitchell’s ongoing evolution, with a renewed focus on the needs of today’s stylists, salons and consumers.
To learn more about the vision behind this exciting change, we sat down with CEO Michaeline DeJoria and President Jason Yates to discuss the history, innovation and sustainability that continues to drive Paul Mitchell’s success. 
As 2025 ushers in a fresh era for the brand, the company is rolling out a bold restage that blends innovation, improved sustainability and a deep respect for the hair professionals and clients they serve.Courtesy of John Paul Mitchell Systems
A Legacy Built on Passion and Purpose
John Paul Mitchell Systems may be known today for its global reach and industry leadership, but the brand started on a humble note. In 1980, John Paul DeJoria and Paul Mitchell founded the brand with just $700 as a typical start-up, struggling to pay the bills and turn profit. Despite this, the founders had a shared creative vision and unwavering ethics that eventually made them successful—and still drive the brand to this day.
DeJoria reflects on the brand’s origins, explaining, “We were the first pro hair care brand to publicly take a stand against animal testing. We created a sustainable farm and used solar energy long before it was mainstream. Our goal is to leave the world a better place than how we found it.”
Yates adds, “Our company culture lifts people up to reach their full potential. I think I’m a testament to that. I was originally a hairdresser and will always be a hairdresser first and foremost. Now, I have the honor and privilege of leading this company as president, which really shows that the sky is the limit with Paul Mitchell. Our love for the industry keeps us going every day.”
A Modern Restage with Timeless Values
After 45 years in the industry and developing a loyal following among pros and consumers, the Paul Mitchell team saw an opportunity to refresh the brand’s look and simplify their offerings to attract new users—and now they are unveiling it!
The new packaging features a modern color palette—with the brand still utilizing category colors to provide visual cues—and optimized categorization to make it easier for pros to merchandise and customers to shop.Courtesy of John Paul Mitchell Systems
This new evolution of the Paul Mitchell legacy brand features new packaging, an updated logo and a focus on sustainability. The restage, according to DeJoria, is not just about aesthetic appeal; it’s about being strategic and staying true to the values that have shaped the brand’s identity.
“It was important that we stay grounded in our core values and what we do best,” she explains. “Stylists and consumers will still enjoy the same great performance from their favorite products—in fact, we call that out right on the front of the bottle. It’s still the Paul Mitchell you know and love, now even better.”
The new packaging features a modern color palette—with the brand still utilizing category colors to provide visual cues—and optimized categorization to make it easier for pros to merchandise and customers to shop. With product icons on the bottles spotlighting key benefits and performance claims, the new design aims to simplify product selection and help pros increase take-home sales.
The brand is also debuting stunning new campaign imagery that celebrates all hair types, textures and styles, in line with a changing and evolving industry that is prioritizing education, products, tools and resources to help stylists service any client that walks through their door.
“Salons see guests with all types of hair, and we wanted our model imagery to reflect that,” DeJoria says. “This new campaign will look amazing in the salon and speak to all guests that walk through their door.”
“We feel confident that this evolution will appeal to a new, younger audience while enhancing the experience for our loyal customers,” Yates adds about the restage. “We’re also excited to evolve our commitment to sustainability, which has always been close to our heart. This brand refresh gives us the opportunity to do all of that.”
Sustainability at the Core
As the brand’s commitment to sustainability deepens, this restage marks a significant milestone in Paul Mitchell’s eco-minded journey. The company has long been a trailblazer in its approach to environmental responsibility.
“In the ’80s, we founded a farm in Hawaii that uses solar power and captured rainwater, where all of the awapuhi used in our products is still grown today,” DeJoria says. “Our founders built a solar-powered race car in 1987, exploring alternatives to fossil fuels long before it was the norm. This love for the environment and passion for innovation still rings true for us today.”
The skinification of hair is a massive current clean beauty trend, with consumers treating their scalp like they would their skin. With its restage, Paul Mitchell is taking note of clean beauty trends.Courtesy of John Paul Mitchell Systems
Ingredients and formulation are also a central part of sustainability movements in the hair care industry, with consumers showing an increased interest in using products that help them care for their hair health and overall wellness. The skinification of hair is a massive current clean beauty trend, with consumers treating their scalp like they would their skin. With its restage, Paul Mitchell is taking note of clean beauty trends.
“Our restaged Smooth category was the first to hit shelves in January, and all four Care products—two of which are brand new—feature upcycled vegan squalane. This is a trending ingredient found in skincare that is nourishing and softening for hair. Our squalane is a by-product of olive oil production and uses a part of the plant that would otherwise be thrown away,” DeJoria shares.
To learn more about the brand’s sustainability initiatives, you can visit the sustainability section on the Paul Mitchell website and download the brand’s annual Sustainability Scorecard.
Empowering Hair Professionals with New Opportunities
Paul Mitchell’s dedication to the professional hair community is more evident than ever, with new product innovations, a revamped Pro Rewards program and expanded educational resources. The brand is also continuing to offer visual merchandising, digital marketing and social media assets to help pros grow their business. 
Paul Mitchell’s dedication to the professional hair community is more evident than ever, with new product innovations, a revamped Pro Rewards program and expanded educational resources.Courtesy of John Paul Mitchell Systems
To kick off the year, Paul Mitchell unveiled its revamped Smooth line, with two new products. There are also plans to unveil a fresh new look for the Paul Mitchell Tools line to better connect its care, style and tool offering.
In addition to product innovations, Paul Mitchell’s Pro Rewards program has been revamped, offering stylists more ways to earn points for their purchases, whether online or in-store. Those points can be redeemed for rewards, like products, merchandise and travel. The brand also offers commission in the form of Pro Rewards points for purchases made by consumers outside of the professional salon channel.
“It’s an incredible program and free to join—I encourage all pros to take advantage of it,” Yates says.
The brand also continues to prioritize education, with e-learning opportunities that allow stylists to learn at their own pace. Pro Rewards members can also earn points for taking the courses.
A Future Built Together
As for how hair professionals can get involved in Paul Mitchell’s initiatives for 2025, Yates recommends joining the Pro Rewards program to start earning points to redeem for rewards.
You can also follow the brand on social media @paulmitchell and @paulmitchellpro for great artistic inspiration, product info, techniques and tips.
To connect with the brand in-person, you can attend one of their variety of events. You can check out the Pro section of the Paul Mitchell website to find shows, camps and education coming to a city near you.
“Our events are welcoming, inclusive and honestly a ton of fun. We are planning some unforgettable experiences this year, so I encourage everyone to come and see what we’re about,” DeJoria says.
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