Sebastian Professional Partners with Boiler Room to Celebrate Creators Shaping Culture Today

The partnership launches with a co-branded social –first content series called "Centre Stage" which explores the intersection of music and hair artistry

NEW YORK, Nov. 4, 2026 /PRNewswire/ -- The partnership connects two global brands rooted in creativity and cultural influence, with Boiler Room known for connecting local music communities and club culture to audiences around the world, while Sebastian Professional has long celebrated personal identity, creative freedom, and boundary-pushing artistry within the professional hair industry. Together, they are creating a program that elevates creators across disciplines and celebrates the transformative power of self-expression.

To launch this partnership, Sebastian Professional and Boiler Room are releasing Centre Stage, a four-part social documentary series that explores the intersection between music and hair, showcasing how musicians and stylists come together to express individuality and shape culture with their cutting-edge styles.

Centre Stage spotlights international DJs and artists Princess Nokia, TiaCorine, Neggy Gemmy, and FIFI as they prepare for their Boiler Room performance with hair styling by Sebastian Professional brand ambassadors Shay Dempsey and Marylle Koken. Combining intimate salon footage with expressive live event coverage, the series explores the shared artistry between music and hair that connects performers and stylists as creators who live and breathe their craft, the visions behind the hair looks and the techniques and Sebastian Professional products used to create them.

"Partnering with Boiler Room felt so right for Sebastian Professional because we share a passion for individuality, creativity and for supporting artists who are redefining what's next. Together, we're celebrating the creators driving the future of music, style, and culture." – Kristen Keitt, Global Head of Prestige Care Brands, Wella Company 

Centre Stage launches across Sebastian Professional and Boiler Room social channels beginning October 29. The social-first series will take shape as 90-second videos and be distributed across YouTube Shorts, Instagram and TikTok, including four full episodes and a series teaser.

See below for the content live-date schedule for each artist:

• October 29: TiaCorine
• November 5: FIFI
• November 12: Neggy Gemmy
• November 19: Princess Nokia

Follow along @SebastianPro_Official on Instagram and TikTok.

ABOUT SEBASTIAN PROFESSIONAL

Founded in Los Angeles in 1972 by visionary hair stylist Geri Cusenza and her husband and business partner John Sebastian, Sebastian Professional was established with a vision to push boundaries and inspire self-expression through trailblazing product and service innovation. Geri invented the modern crimping iron, which was made famous by Barbra Streisand in the early 70s and re-popularized in the 80s. In 1976, Sebastian was the first to introduce education videos to share hair trends with salons and professional stylists across the world. In 1984, Sebastian launched Shaper Hairspray, the first aerosol hairspray that could be sprayed upside-down without clogging; this product remains one of the brand's icons today. In 1990, Sebastian disrupted the industry with the creation of an entirely new product category—wearable treatments—with the launch of Potion 9, a leave-in conditioner packed with botanical extracts. The brand's legacy of pioneering product and service innovation, paired with its deep roots in the professional hair industry, makes Sebastian Professional uniquely positioned to redefine beauty, with the hair stylist at the forefront of shaping the brand's future. For more information, please visit SebastianProfessional.com.

ABOUT THE WELLA COMPANY

The Wella Company is the world's largest pure-play hair and nail company, with a 145-year heritage and presence in more than 100 countries. The Company's 6,000+ employees combine science, artistry, and professional expertise to develop and market hair color, care, styling and treatment products, nail products, and premium hair styling tools. Rooted in the professional beauty community, The Wella Company serves salon owners, hair stylists, nail technicians, and consumers around the world.

Its portfolio of iconic brands includes Wella Professionals – the No. 1 Salon Color Brand in the World*, Sebastian Professional, Nioxin, ghd, Clairol, Wella/Koleston, and OPI.

The Company has primary offices in New York City; Geneva; London; Darmstadt, Germany; and Calabasas, California, as well as sites across Australia, Brazil, Canada, France, India, Italy, Japan, Mexico, The Netherlands, Poland, Spain, Sweden, Thailand, Turkey, among many others.

*Based on Wella Master Brand USD sales on the 2025 Salon Hair Care Global Series for the hair coloring products category published by Kline.

ABOUT BOILER ROOM

Boiler Room started in 2010 with weekly live broadcasts that opened a keyhole to London's underground. Today, we remain true to that history: we exist to connect and champion local music communities to the world.

Through parties, broadcasts, films, apparel, and an ever-expanding video archive, Boiler Room has been a stage for over 9000 artists across more than 300 locations — while giving music fans everywhere unfiltered access to local dance floors, worldwide.

Everything we do is rooted in the energy of club culture and its ability to bring people together. Boiler Room exists to act as a lens on global club culture, and amplifier of the vital grassroots scenes shaping its future.

www.boilerroom.tv
 @boilerroomtv

SOURCE Sebastian Professional