Syncly Social Index
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Hair
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Redken on video, September 2026
Redken ranked last of 10 in hair on the Syncly Social Index in September with 28.3. It was the only panel brand whose share of beauty video fell from August, down 14%, and its best-known line, Acidic Bonding Concentrate, lost about half its share. Its biggest moment was a 3.6M-view video where a creator calls it one of her three favorite shampoo brands without tagging it.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Untagged share is Redken's one strong component: 27.3% of sampled videos mentioned Redken only in speech, on-screen text or visuals, a score of 100.
Everything else scored low. Momentum and sentiment both scored 0, with share down 14% and only 29% of non-sponsored sampled videos positive. Share of voice (4.5% of hair panel mentions, 11.1), high reach (3.3% of videos over 100k views, 22.2) and creator breadth (22.2) were all near the bottom.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Redken videos
The most-viewed videos mentioning the brand this month.
A month of Redken videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Redken videos are about
Sep 13 (27 videos), the peak: a Spanish 'what's in my bag' video recommended Redken shampoo and conditioner (78K views, watch). The same day, Redken ran a 'Flat To Full' live show for its new Acidic Grow Full system (watch).
Sep 09 (21): a product round-up Short listed Redken with Medicube and Ouai (136K, watch).
Sep 03 (20): a hair routine used the Acidic Bonding Concentrate leave-in (118K, watch).
Redken videos are about wash-day basics: shampoo (93 videos), conditioner (82) and serum (66). Acidic Bonding Concentrate stayed the most-named line (63 videos) but its share fell by about half from August. The new Acidic Grow Full system and other density mentions appeared in about 55 videos, followed by All Soft (about 51), Acidic Color Gloss and Shades EQ (31) and Extreme Length (27). Medicube appeared in 24 Redken videos, including routines that pair a Redken mask with Medicube's rosemary hair line (watch).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Acidic Bonding Concentrate | 63 | −52% |
Acidic Grow Full / density products | 55 | |
All Soft | 51 | |
Acidic Color Gloss / Shades EQ | 31 | |
Extreme Length | 27 | |
Volume Injection / Big Blowout / One United | 24 |
Top keywords
Top hashtags
Where and who
TikTok carried 54% of Redken videos, Instagram Reels 34% and YouTube Shorts 12%. Only 27 of 212 TikToks (12.7%) were sponsored, and none of them passed 100k views; 4.9% of organic TikToks did. Salon stylists made a visible share: the top poster, Javier Atelier, made 9 videos, and Spanish salon hashtags (#peluqueria, #peluquero) were common. Located videos came mostly from the US (127) and UK (42).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
Redken's two biggest untagged mentions came from routine videos. A 3.6M-view video names Redken among the creator's three favorite shampoo brands in speech only (watch), and a 593K-view reset uses the Acidic Bonding five-minute mask without tagging it (watch). The one negative sampled video came from a hair-health creator who said the Extreme Length shampoo has no ingredients that support growth (watch).
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Brands mentioned alongside Redken
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Compare with competitors
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.