Sofia Richie Reveals Her Haircare Hacks As New Brand Ambassador for NEXXUS
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Sofia Richie may be welcoming a new baby soon, but the stylish star is also ushering in a brand new partnership with luxury haircare brand NEXXUS.
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The fashion influencer and model has been announced as the latest brand ambassador for NEXXUS’s new Styling Line, which features the brand’s trademark “STYLEPROTECT” technology to “defend hair health and strength.”
Richie poses in photos for the campaign, alongside some of her go-to NEXXUS products, which include the NEXXUS Slick Stick Strong Hold Hair Wax, which was inspired by the star’s signature slicked-back bun.
SOFIA RICHIE-APPROVED
Slick Stick Strong Hold Hair Wax
Use the hair wax to add texture, shine and definition while helping to tame flyaways. NEXXUS says its formula delivers up to 72 hours of “Humidity Shield” and 48 hours of “Frizz Control,” to keep your locks looking sleek and put together.
STYLING MIST
Anti-Humidity Epic Shine Spray
Richie also poses with the NEXXUS “Epic Shine Spray,” a lightweight styling mist that not only adds shine but also defends against humidity and frizz. NEXXUS also recommends spraying this on before blowdrying or styling your hair to get up to 450º heat protection.
INTENSE NOURISHMENT
Ultra Lightweight Repair & Nourish Hair Oil
The NEXXUS “Repair & Nourish Hair Oil,” meantime, is a lightweight hair treatment that uses Rose of Jericho (a type of plant found in the Middle East) to combat frizz, dullness and dry hair. To use: apply 2-3 drops to damp or dry hair and work through the strands. Re-apply as needed.
There are 11 products in total in the new NEXXUS Styling Line (think creams, oil, hairsprays and dry shampoo) all inspired by Richie’s looks and popular hair trends on TikTok. In a press release, NEXXUS calls Richie a “major trendsetter in the beauty space,” who is helping to bring “sophisticated styles to life in a way that anyone can easily replicate.”
Case in point: as part of the collaboration, Richie teams up with NEXXUS to show off three of her favorite hairstyles for fans to replicate, from glass waves to a loose ponytail to her trademark bun. Tutorial-style videos will be posted on the NEXXUS social media feeds to show followers how to get the Richie look.
“Creating a hairstyle that’s equal parts simple and stylish has always been important to me,” Richie says, in a statement. “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. These products really do make any look feel effortless.”
There are five finishing products and six styling products in total as part of the collection, available to shop now online on Amazon, Ulta and Walmart. NEXXUS says the products are suitable for all hair styles and textures.
“We couldn’t be more excited to be joining forces with Sofia for the debut of our Styling Line,” says Jessica Grigoriou, Head of Beauty Marketing and Hair Care, Unilever NA. “Her influence in the beauty realm extends far beyond her stunning looks [and] her engaging and approachable styling tips and tutorials have resonated with fans all over the world. 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.”
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