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As the 2025 companion accompanied in a new era for the brand, the company is implementing a bold reestision that combines innovation, improved sustainability and deep respect for hair professionals and customers they serve. Reestima is more than a change in the packaging: it is a reflection of Paul Mitchell’s continuous evolution, with a renewed approach in the needs of today’s stylists, halls and consumers.
For more information about the vision behind this exciting change, we sat down with the CEO Michaeline Depa and President Jason Yates to discuss the history, innovation and sustainability that continues to boost Paul Mitchell’s success.
A legacy based on passion and purpose
John Paul Mitchell Systems can be known today for its global and leadership of the industry, but the brand began with a humble note. In 1980, John Paul Depa and Paul Mitchell founded the brand with only $ 700 as a typical new company, struggling to pay bills and obtaining profits. Despite this, the founders had a shared creative vision and an unwavering ethic that finally made them successful, and still lead the brand to this day.
LEToria reflects on the origins of the brand, explaining: “We were the first professional care brand to take a public position against animal tests. We created a sustainable farm and use solar energy long before it was conventional. Our goal is to leave the world a better place than how we find it.”
Yates adds: “Our company culture elevates people to achieve their maximum potential. I think I am a testimony of that. I originally was a hairdresser and it will always be a hairdresser first. 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 takes us every day.”
A modern reestision with timeless values
After 45 years in the industry and develop a loyal monitoring between professionals and consumers, Paul Mitchell’s team saw the opportunity to refresh the brand’s appearance and simplify their offers to attract new users, and now they are revealing it!
This new evolution of the Legacy Paul Mitchell brand presents a new packaging, an updated logo and an approach to sustainability. Reestmission, according to Dejoria, is not just an aesthetic attraction; It is about being strategic and staying faithful to the values that have shaped the identity of the brand.
“It was important that we stayed based on our central values and what we do best,” he explains. “Estylists and consumers will still enjoy the same great performance of their favorite products; in fact, we call it right at the front of the bottle. It is still the Paul Mitchell that you know and love, now even better.”
The new packaging presents a modern color palette, with the brand that still uses category colors to provide visual signals, and an optimized categorization to facilitate that merchandise professionals and customers buy. With product icons in bottles that highlight the key benefits and performance claims, the new design aims to simplify the selection of products and help professionals increase sales to take home.
The brand is also debuting with impressive new campaign images that celebrates all types of hair, textures and styles, in line with a changing and evolving industry that prioritizes education, products, tools and resources to help stylists serve any customer who walks through their door.
“The classrooms see guests with all kinds of hair, and we wanted our model images to reflect that,” says Depa. “This new campaign will look amazing in the living room and talk to all the guests walking through their door.”
“We are sure that this evolution will attract a new and younger audience while improving the experience for our loyal clients,” adds yachts on the retaña. “We are also excited to evolve our commitment to sustainability, which has always been close to our heart. This brand update gives us the opportunity to do all that.”
Sustainability in the nucleus
As the brand’s commitment to sustainability is deepened, this reestision marks a significant milestone in Paul Mitchell’s ecological journey. The company has long been a pioneer in its environmental responsibility approach.
“In the 80s, we founded a farm in Hawaii that uses solar energy and captured rainwater, where all Awapuhi used in our products is still grown today,” says Depa. “Our founders built a career car with solar energy in 1987, exploring alternatives to fossil fuels long before it was the norm. This love for the environment and the passion for innovation still sounds true for us today.”
Ingredients and formulation are also a central part of sustainability movements in the hair care industry, and consumers show greater interest in using products that help them take care of their hair health and general welfare. Hair skinification is a huge clean beauty trend, with consumers who treat the scalp as they would with their skin. With his reestision, Paul Mitchell is taking note of clean beauty trends.
“Our soft category with repositioning was the first to reach the shelves in January, and the four care products, two of which are new, prepare the recycled vegan squadrony Remote, of joric gaps.
For more information about the brand’s sustainability initiatives, you can visit the Sustainability Section on the Paul Mitchell website and download the brand’s annual brand sustainability score.
Empower hair professionals with new opportunities
Paul Mitchell’s dedication to the professional community of hair is more evident than ever, with new product innovations, a renovated program and extended educational resources. The brand also continues to offer visual marketing, digital marketing and social media assets to help professionals grow their business.
To start the year, Paul Mitchell announced his renewed soft line, with two new products. There are also plans to present a new new aspect for the Paul Mitchell tools line to better connect your care, style and offer of tools.
In addition to product innovations, the Pro Rewards Pro Paul Mitchell program has been renewed, offering stylists more ways to gain points for their purchases, either online or in the store. These points can be exchanged for rewards, such as products, goods and trips. The brand also offers commission in the form of professional rewards points for purchases made by consumers outside the professional hall channel.
“It is an incredible and free program to join, breath to all professionals to take advantage of it,” says Yates.
The brand also continues to prioritize education, with electronic learning opportunities that allow stylists to learn to their own rhythm. Pro Rewards members can also win points to take 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 gaining points to exchange for rewards.
You can also follow the brand on social networks @Paulmmitell and @PaulmmitellPro For great artistic inspiration, product information, techniques and advice.
To connect with the brand in person, you can attend one of its variety of events. You can see the PRO section of the Paul Mitchell website To find shows, camps and education that come to a city near you.
“Our events are cozy, inclusive and honestly very fun. We are planning some unforgettable experiences this year, so I encourage everyone to come to see what it is,” says Depa.
For more
For more information about John Paul Mitchell Systems Subustage, Beauty Launchpad Managing editor Gabby Bach and Corey Gray of Peindustry talked with President Jason Yates in the Podcast Your Day Off. Listen below.
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