03.25.24
Model and entrepreneur Sofia Richie Grainge has been tapped Nexxus’ new brand ambassador of its new styling line.
The styling and finishing collection features a proprietary Styleprotect Technology that prioritizes hair health by safeguarding strands from style-related damage, per marketers. Inspired by the sought-after hair trends taking over TikTok, the 11-piece line brings “expert-level” styling into the home.
The new collection also includes a product inspired by Sofia's signature slick back bun — the Nexxus Slick Stick Strong Hold Hair Wax.
"Creating a hairstyle that's equal parts simple and stylish has always been important to me," said Richie Grainge. "As a Nexxus ambassador, I'm excited to share all the beauty hacks I've picked up over the years. Even though I never could have predicted how my hair tutorials would take off on TikTok, I love sharing how easy hairstyling can be with the right tools. The new Styling Line has quickly become a favorite of my longtime stylist, Kathleen Riley, for its hair health benefits. These products really do make any look feel effortless."
The Nexxus Range
Aimed to protect delicate, medium and thick textures, there are five finishing and six styling products that have a fresh rose aroma and use color-safe ingredients. The new styling range provides a 72-hour humidity shield, 48-hour frizz control, and heat protection up to 450 degrees. There are plenty of additional hair health benefits unique to each specific product in the line, which consists of hair wax, creams, mousse, oil, sprays, hairsprays and dry shampoo, according to the brand.
"We couldn't be more excited to be joining forces with Sofia for the debut of our styling line. Her influence in the beauty realm extends far beyond her stunning looks. Her engaging and approachable styling tips and tutorials have resonated with fans all over the world," said Jessica Grigoriou, head of beauty marketing and hair care, Unilever NA. "Through this partnership, Nexxus and Sofia are showing how to get that 'fresh out of the salon' feeling, putting celebrities and consumers on a level playing field when it comes to quality, healthy hair care."