Aveda, renowned for its natural hair care products, is excited to announce Antonia “Toni” Gentry as the new face of its Be Curly Advanced collection. This marks a significant milestone as Gentry becomes the brand’s first-ever celebrity ambassador. The collection, known for embracing and enhancing natural curls, has undergone a transformative reformulation to better meet the needs of individuals with textured hair.

? Embracing Natural Textures: Antonia Gentry, acclaimed for her role in the Netflix series “Ginny and Georgia,” brings a personal and authentic perspective to the campaign. With a diverse background and a significant following on social media, Gentry represents the ideal partner for Aveda’s revamped collection. Her own experiences with textured hair resonate deeply with the brand’s mission to support individuals in embracing their natural beauty.

? A Commitment to Authenticity and Sustainability: While Aveda had previously introduced model Arizona Muse as its global advocate for sustainability, Gentry’s role is focused more on connecting with a community that has long sought recognition in the beauty industry. David Hutchinson, Aveda’s SVP of Global Marketing, emphasized the importance of having a partner who genuinely understands and shares the hair journeys of their customers, particularly women of color who often navigate complex relationships with their hair.

This collaboration is set to not only highlight the innovative aspects of the Be Curly Advanced collection but also to celebrate the diverse and vibrant stories of those it aims to serve. Aveda continues to lead the way in offering products that are not only effective but also inclusive and empowering.