Soo Joo Park Is the New Face of Redken

Model Soo Joo Park is flawlessly pulling off the bleach blonde look and for that she deserves recognition. Bleaching your hair from jet black to platinum blonde is no easy feat and does a number on your tresses. That Park is still rocking the shade, and that her hair looks pretty healthy is a true accomplishment. It is therefore fitting that Redken would sign the Wilhelmina model on as its latest brand ambassador.

Image: Matt Irwin/Redken

Park joins the likes of Lea T., Chiara Ferragni and Sky Ferreira, who have posed for the brand. The buzzy model’s campaign will be unveiled in 2015 and Redken says that she will be debuting a new “extreme hair transformation,” taking it “to new lengths” once it drops. For her first set of ads, she will promote the “Extreme” six product hair care line, which promises to strengthen damaged hair. Given her penchant for wild styles and dramatic color, Park is the perfect poster child for the line.

We wonder, what will Park’s extreme transformation be this time? A Rihanna red shade? A mermaid ombré? Guess we’ll just have to wait and find out!