Sebastian Professional, commonly referred to as Sebastian, is a professional haircare and styling brand originating from Los Angeles. The company is recognised for its focus on experimental styling, salon artistry, and products designed to encourage individual self-expression. Founded in 1972 by hairstylists Geri Cusenza and John Sebastian, the brand built its reputation by challenging conventional approaches to hairdressing.

Currently positioned as an artistry-driven professional haircare and styling brand, Sebastian offers a portfolio that spans hair care, treatments, styling, texture, and finishing products. Its core philosophy posits that hair serves as a medium for artistic expression rather than merely something to be maintained. 1

Wella Company lists Sebastian among its portfolio of professional beauty brands. 2

Origins

Sebastian’s roots are embedded in the Los Angeles hair-fashion scene. Founders Geri Cusenza and John Sebastian were a stylist duo who sought to move hairdressing beyond standard salon techniques. Their approach was defined by experimentation and fearlessness, viewing hair as a form of fashion and artistic expression. 3

While some educational materials trace the founders’ collaboration to the mid-1960s, the official brand history places the founding of Sebastian Professional in 1972. This is the date used by Wella Company for the establishment of the brand.

Early Innovation

The brand became associated with innovations specifically intended for professional stylists. One early development was 2+1, a hair-reconstruction concept combining two parts moisture with one part protein. This method addressed damaged or dry hair through a combination of conditioning and protein treatment.

Sebastian also gained prominence for its approach to professional education. In 1976, it introduced education videos to distribute hairstyling techniques and trends to salons and stylists, establishing the brand as more than just a product manufacturer.

Sebastian’s history is marked by products and techniques that altered how stylists worked.

The Crimper

Geri Cusenza is credited by the brand with inventing the modern crimping iron. This tool became strongly associated with the distinctive textured hairstyles of the 1970s and saw renewed popularity during the 1980s.

Shpritz / Shpritz Forte

In the late 1970s, Sebastian developed resin-based spray technology designed to create highly structured, gravity-defying styles. The product name, Shpritz, was inspired by the sound of the spray.

Shaper

Introduced in 1984, Shaper hairspray remains one of Sebastian’s most significant products. Its primary selling point was flexibility; unlike rigid hairsprays of the era, Shaper provided hold while allowing movement. It also featured the unusual ability to be sprayed upside down. 4 Shaper continues to be a signature product within the brand’s heritage.

Potion 9

In 1990, Sebastian launched Potion 9, described by the company as creating a new category called a “wearable treatment.” The product combined treatment and conditioning characteristics with styling functionality, reflecting the brand’s philosophy of blurring the lines between hair care and styling.

Sebastian’s identity has historically differed from conventional mass-market shampoo brands. Its philosophy centres on three key concepts:

• Hair as identity — Hair is viewed as part of how an individual presents themselves.
• Hair as artistry — Stylists are treated as artists, and hair is their creative medium.
• Hair as constantly evolving — The brand emphasises experimentation, innovation, and changing trends. 5

The company describes Sebastian as existing at the intersection of creative expression and technical mastery. Rather than following established conventions, the brand encourages stylists to experiment with texture, shape, and technique.

Sebastian’s portfolio covers several major areas of professional haircare:

Hair Care

The brand offers shampoos, conditioners, treatments, and repair-focused products designed for various hair conditions and styling requirements.

Styling

Styling is a core strength of the brand. The portfolio includes hairsprays, styling creams, gels, oils, pastes, and other products intended to create and maintain specific looks.

Texture

Texture has been central to Sebastian’s identity. The brand is particularly associated with products that allow stylists to manipulate volume, definition, separation, movement, and finish.

Treatments

Sebastian has developed products that combine treatment benefits with styling functionality, a concept exemplified by Potion 9.

Professional Salon Services

Unlike many consumer-focused brands, Sebastian’s history is deeply connected to professional hairstylists and salons. Education, techniques, and stylist creativity remain important components of its identity.

Key products associated with Sebastian include:

• Shaper — A flexible, brushable hairspray and one of the brand’s defining products.
• Potion 9 — A leave-in treatment/styling product and one of the brand’s best-known innovations.
• Dark Oil — A styling oil focused on smoothness, shine, and manageability.
• No Breaker — A bond-building and styling treatment designed to strengthen hair and reduce breakage.
• Penetraitt — A repair-oriented haircare range.
• Re-Shaper — A strong-hold hairspray with a touchable finish.

The exact portfolio varies by market.

Sebastian is part of the professional beauty portfolio of Wella Company, which also includes brands such as Wella Professionals, OPI, Nioxin, ghd, Clairol, and Briogeo. Wella describes Sebastian as “the mastery in artistry company,” reflecting its positioning around professional creativity and technical hairdressing expertise.

50th Anniversary

Sebastian marked its 50th anniversary in 2022, celebrating five decades of innovation and professional hair artistry. Communications surrounding this milestone emphasised the brand’s history of encouraging self-expression and challenging conventional ideas about hair.

2025–2026 Brand Relaunch

In September 2025, Sebastian announced a significant global brand relaunch. This update included new visual identity, packaging, and digital presence, while retaining core ideas of artistry, self-expression, and individuality. The campaign introduced the phrase “Shape Your World,” positioning hair as a tool for expressing and shaping identity. 1 The rollout began in EMEA markets in September 2025, with new U.S. packaging scheduled to appear in January 2026.

Sebastian is not primarily built around the concept of “perfect hair.” Instead, its heritage focuses on creative hair. The brand personality emphasises:

• Fearlessness
• Individuality
• Experimentation
• Professional artistry
• Texture and transformation
• Stylist creativity
• Self-expression
• Innovation

This positioning has made Sebastian historically influential among professional stylists and those interested in editorial, fashion-forward, or unconventional hairstyles.

Sebastian’s importance in the professional hair industry stems from its combination of product innovation and stylist culture. The brand repeatedly attempted to change how stylists thought about hair, introducing innovations in styling tools, hairspray, treatments, and professional education. These efforts helped establish the idea that hair products could be creative instruments rather than merely maintenance items.

Its best-known products, particularly Shaper and Potion 9, demonstrate this philosophy: one focuses on flexible styling, while the other combines treatment and styling functions.

Today, Sebastian describes itself as a brand “created with stylists for all.” Its modern identity combines its professional-salon heritage with products aimed at consumers who wish to experiment with their own styles. The current message, “Shape Your World,” modernises the original philosophy of fearless hair fashion, encouraging individuals to use hair as a means of creating their own identity. 6

1. Sebastian Professional Announces Global Brand Relaunch Amplifying Self-Expression and Individuality Through Hair
2. Our Philosophy | Sebastian Professional US
3. Our Philosophy | Sebastian Professional GB
4. Discover Sebastian Professional
5. Wella Salon Marketing
6. Sebastian Professional: Shape Your World