Stamford CT – RUSK® has introduced its NEW and elevated Designer Collection, bringing together performance-driven formulas hair stylists know and trust, enhanced with new, innovative products complemented by a modern design. Reaffirming the brand’s commitment to the global professional community, this streamlined, performance-driven system is designed for today’s stylists and salons.
“A collection like this gives a professional brand clarity, relevance and momentum. For RUSK, the Designer Collection is about simplifying without watering down—bringing everything we stand for into one clear, cohesive and efficacious system that professionals can immediately understand and trust,” says David Rosenblatt, the President & CEO of Beauty Quest Group.
With products made by stylists for stylists, Rosenblatt highlights the brand’s desire to make professionals feel reconnected to the brand and energized by its evolution. “This is about honoring our heritage while showing up in a way that feels current, intentional and useful in today’s salon environment,” he explains, “Behind the chair, time and trust matter. This redesign removes friction—fewer questions, less guesswork and a system that supports creativity rather than complicating it.”
The Designer Collection
The initiative to “work smarter” is not marketing fluff, either. Rosenblatt shared in our interview how they took those steps, “Real salon workflows were central to how we approached this relaunch. We spent a lot of time looking at how stylists actually work day to day—how they prep, layer, finish, maintain and retail products—and where friction tends to show up.”
The relaunch organizes their high-performance products into four essential groups:
- Smooth & Protect
- Texturize & Define
- Volume & Body
- Finish & Hold
Each product category reflects the natural flow of service, from prep to finish to maintenance. “It makes it easier for stylists to reach for the right product without stopping to think, and easier to explain recommendations to clients in a way that feels confident and educational, not overwhelming.”
The brand also debuts four new hero products:
- RUSK D-Frizz Primer delivers 72-hour frizz control, boosts shine and protects against heat and humidity.
- RUSK Smoothr Blow Dry Cream replenishes moisture, smooths flyaways and supports natural shine for blowouts or definition.
- RUSK Curl Defining Gel is lightweight, alcohol free and enhances texture with flexible control and a flake free finish.
- RUSK Pomade delivers buildable texture and definition with a residue-free finish.
“What we consistently heard was that stylists want fewer decisions, not fewer options. They want products that are intuitive, versatile and predictable, especially when they’re moving quickly between different hair types, textures and services. That insight directly shaped the system-based approach behind the Designer Collection,” says Rosenblatt.
Wait There’s More!
The brand is also introducing streamlined shampoo & conditioner regimens under what they’re calling “The Care Collection”. Consisting of 10 oz & 33 oz bottles. This collection is designed to address the most critical hair needs with intention and precision.
- Quench Intense Hydration: lightweight moisture powered by shea butter and sunflower oil to restore shine and structure without weight.
- Elevate Weightless Volume: visible lift from roots to ends while improving hair strength by up to 41% and resistance to breakage by up to 60%
- Vivid Color Locking: a concentrated color-care system with amino acids, plant proteins, and antioxidants to extend longevity and reinforce hair after services
A New Look for a New Era
Bold, modernized packaging designed for today’s visually driven, competitive salon environment. Purposeful and minimalist, the new design that clarifies product category at first glance, communicates performance promise instantly and elevates shelf impact while preserving professional credibility “Behind the chair, clarity is everything,” said RUSK® Director of Education Natasha MacDonald. “The Designer Collection is built the way stylists work – defined categories, robust product performance across textures and techniques, and trustworthy results. It removes friction and gives artists confidence in every step of the service.”
