Beauty Quest Group has restructured the RUSK Designer Collection into a unified styling and care system to simplify salon workflows and reduce SKU complexity. The relaunch includes four new styling products positioned as multifunctional solutions for a range of hair types and techniques, along with streamlined shampoo and conditioner regimens.
We spoke to David Rosenblatt, President and CEO of Beauty Quest Group, who addressed how evolving stylist expectations, claim substantiation requirements and operational considerations informed the updated portfolio.
CDU: What were the key formulation or ingredient innovations behind the new Designer Collection, especially the four debut hero stylers, and how do these technologies improve performance compared to previous RUSK formulations?
David Rosenblatt: The RUSK Designer Collection builds on the brand’s long-standing, award-winning formulas while introducing select formulation refinements and new product concepts designed to meet the needs of today’s stylist and client.
Across the four debut hero stylers—D-Frizz Primer, Smoothr Blow Dry Cream, Curl Defining Gel, and Pomade—the focus was on enhancing performance consistency, versatility and wearability across diverse hair types and textures. These formulas were designed to deliver lightweight control, improved frizz resistance, enhanced shine, and environmental protection without buildup or greasiness.
Compared to previous iterations, the new hero stylers emphasize:
- Improved humidity and environmental stress resistance
- Multifunctionality, allowing products to be used across multiple styling techniques
- Lightweight textures that support layering and cocktailing behind the chair
The result is familiar RUSK performance—refined for modern styling needs—without sacrificing the reliability stylists already trust.
CDU: The Designer Collection includes performance claims like 72-hour frizz control, 60% shine enhancement, and improved breakage resistance. What testing protocols or efficacy measurements were used to substantiate these metrics?
David Rosenblatt: Performance claims across the collection are supported through a combination of instrumental testing, controlled laboratory evaluation and internal performance validation conducted during product development.
Metrics such as extended frizz control, shine enhancement, strength improvement and breakage resistance were measured using standardized cosmetic testing methodologies designed to assess hair fiber condition, moisture retention, cuticle smoothness and resilience under stress. These results were further validated through professional-use testing to ensure claims translated to real-world salon performance.
As a professional brand, RUSK prioritizes claims that are meaningful, repeatable, and relevant behind the chair, ensuring that performance benefits are noticeable not only in testing environments but in daily salon use.
CDU: How did evolving consumer and stylist demand, such as clean formulation expectations, diverse hair type performance, and multifunctional styling, shape the development of this new system?
David Rosenblatt: The Designer Collection was developed in direct response to how stylists work today and what clients expect from professional haircare. Key considerations included:
- Performance across all hair types and textures, including chemically treated, textured, and color-treated hair
- Demand for multifunctional products that reduce the need for excess SKUs behind the chair
- Growing expectations for lighter-feel formulas that deliver results without heaviness or buildup
- A desire for clarity and simplicity—both in formulation purpose and product navigation
Rather than chasing trends, RUSK focused on delivering the right solutions, refining proven formulas while introducing targeted innovations that make styling and care more intuitive, efficient, and adaptable.
CDU: Were there any notable shifts in manufacturing processes, ingredient sourcing, or supply chain strategy to support the relaunch?
David Rosenblatt: While RUSK’s commitment to quality manufacturing and professional-grade formulation remains unchanged, the Designer Collection reflects a broader effort to streamline the portfolio and focus resources more intentionally.
By consolidating products under a unified system, the brand was able to prioritize core formulas, improve operational efficiency, and support more consistent availability across the line.
This streamlined approach allows for better focus on product performance, education, and innovation—while maintaining the manufacturing standards professionals expect from the brand.
CDU: The packaging redesign emphasizes clarity, category navigation, and shelf impact. How did sustainability, material choices, and recyclability factor into the updated packaging strategy?
David Rosenblatt: The primary focus of the packaging redesign was performance communication and usability in a professional salon environment. For the Designer Collection, clarity, category navigation and ease of use were the driving forces behind every design decision.
The packaging was developed with a purposeful, minimalist approach to make it immediately clear what each product does, where it fits within the system, and how it supports the stylist’s workflow.
By reducing visual noise and unnecessary elements, the new design allows performance benefits and category function to stand out at first glance—whether on shelf, at the station or during client consultations.
Material and format decisions were made to ensure durability, product protection and compatibility with the realities of salon use, where reliability and efficiency matter most.
Ultimately, the redesigned packaging reinforces trust in the product itself—helping professionals quickly identify the right solution, work more efficiently and communicate results with confidence to their clients.
CDU: How does the Designer Collection set the foundation for future innovation within Beauty Quest Group’s professional portfolio, and what areas of research or technology are you prioritizing next?
David Rosenblatt: The Designer Collection establishes a clear, flexible framework for future innovation—one that prioritizes system-based thinking.
With a unified architecture across styling and care, Beauty Quest Group can continue to evolve RUSK through targeted enhancements, new product introductions, and education-driven innovation that fits seamlessly into the existing system.
Looking ahead, areas of focus include continued innovation in multifunctional styling solutions and care formulations that support long-term hair integrity, color longevity, and service sustainability.
This approach ensures future innovation remains purposeful, relevant, and stylist-driven.
CDU: Anything else to add?
David Rosenblatt: The RUSK Designer Collection represents more than a product update—it’s a recommitment to the professional community. By unifying styling and care under one cohesive system, RUSK is reinforcing its belief that simplicity, performance, and education are the foundation of modern salon success.
For stylists, it means fewer compromises, clearer choices, and products designed to perform consistently—every client, every service, every day.
