The #1 styling brand in America returns to the runways of Christian Siriano, Christian Cowan, and Cult Gaia to celebrate two decades of trusted performance, iconic hold, and salon-quality style

HOBOKEN, N.J., Sept. 9, 2026 /PRNewswire/ — For 20 years, TRESemmé has been the leading haircare sponsor at New York Fashion Week. Season after season, the brand has continued to set trends and turn heads on fashion and beauty’s biggest stage, styling over 125 shows, collaborating with over 2,000 world-class stylists, and bringing salon-quality innovation directly from backstage to bathroom mirrors across the country. As TRESemmé continues to celebrate this major milestone, the brand is paying homage to its roots by spotlighting the ultimate backstage staples that have been there since day one, including the iconic, best-selling TRESemmé Signature Style Extra Hold Hairspray.

“The energy backstage is so fast paced, you need a kit you can trust and don’t have to think twice about,” said Lacy Redway, TRESemmé Lead Stylist. “For me, it’s always been about the full TRESemmé lineup. From the perfect prep products to the finishing touch of the Signature Style Extra Hold Hairspray, the entire portfolio just works. Over 20 years of New York Fashion Week and beyond, it’s given us the reliable hold and flexibility to maintain these major, high-fashion runway looks, but also makes it so easy to translate those trends into styles people can actually do at home. You get that incredible hold without ever losing the natural movement of the hair.”

Two Decades of Styling Evolution
Over the past 20 years, consumer expectations for styling have evolved from simply holding a look in place to enhancing and elevating hair’s natural beauty. Today’s styling culture prioritizes touchable movement, natural curl definition, effortless shine, and premium blowout results.

The TRESemmé styling portfolio has continuously evolved to meet these changing needs, transforming from a collection of foundational styling heroes into a modern, multi-benefit lineup that delivers touchable hold, enhanced hair health benefits, and salon-quality results making it the #1 styling brand in America.

• Trustworthy Hold: The iconic TRESemmé Signature Style Extra Hold Hairspray remains a staple in professional kits, delivering the reliable 24-hour hold stylists need without stiffness.
• A-List Results: The recent A-List Collection brings prestige-inspired, high-performance products designed for versatility.
• Blowout-Ready Sleekness: The tried-and-true Keratin Smooth Blowout Collection delivers glossy, frizz-controlled, salon-quality blowout results at home.
• Curl Definition: The viral Bouncy Curls Collection meets the surging demand for lightweight curl definition, lift and soft touchable hold.

“For 20 years, New York Fashion Week has been our proving ground. The same trust that stylists rely on backstage is what consumers expect in their everyday routines,” added Yoni Klein, Head of Marketing, TRESemmé North America at Unilever. “From the iconic Signature Style Extra Hold Hairspray that helped build our brand to innovations like A-List and Bouncy Curls, this milestone is a celebration of how we’ve evolved alongside the women we serve while staying true to our mission of bringing salon-quality performance to everyone.”

Returning to the Runway
Since its first New York Fashion Week partnership, TRESemmé has acted as the vital bridge between high-fashion runways and mainstream beauty culture. Today, as runway trends travel from backstage to TikTok feeds, Instagram reels and street style faster than ever, the brand continues to empower consumers to recreate the season’s most coveted looks in real time using accessible, salon-quality products.

Once again, the brand’s legacy of trendsetting hair artistry will be on full display, proudly serving as the official haircare sponsor for the Spring/Summer 2027 shows of Christian Siriano, Christian Cowan and Cult Gaia.

The full range of salon-quality styling products from TRESemmé, including the iconic Signature Style Extra Hold Hairspray and A-List Collection, is available at mass retailers nationwide.

Be sure to follow @tresemme on TikTok, Instagram, and YouTube for exclusive backstage access and tutorials on how to recreate this season’s hottest NYFW styles.

About Unilever in North America
Unilever is one of the world’s leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, and Foods, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of $70.6 billion in 2024.

Our leading brands in North America include Dove, Hellmann’s, Vaseline, Degree, Axe, TRESemmé, Knorr, Nutrafol, Liquid I.V., Paula’s Choice, and Dermalogica.

For more information on Unilever U.S. and its brands visit: www.unileverusa.com
For more information on Unilever Canada and its brands visit: www.unilever.ca

Contact:
Aile Cheng
aile.cheng@omc.com

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SOURCE TRESemmé