Pamela Anderson is now officially your hair’s spiritual advisor.

In what might be the most unexpected brand-first-meets-career-second-act alignment of 2024, Biolage has named the 57-year-old icon its first-ever global ambassador—a sentence that somehow feels both overdue and perfectly timed. It’s the first ambassador deal of this scale for Biolage in 30 years, and also Anderson’s first foray into the haircare ad space. Which, when you think about it, is kind of wild. The woman defined beach hair.

The debut campaign—titled “The BS Campaign (Biolage Science)” because subtlety is dead—drops June 2 and will spotlight the brand’s bestselling Hydra Source collection, because if there’s one thing Pamela Anderson has taught us, it’s that you can survive literal tidal waves and still come out with glossy, frizz-free ends.

But make no mistake: this isn’t just a nostalgic play. Anderson’s post-documentary renaissance has become a masterclass in reclaimed narrative. She’s walked Fashion Week runways without makeup, written a memoir, dropped a Netflix documentary, and reminded everyone that she was always more than the red one-piece. And now? She’s gunning for your shower shelf.

She’s promoting the campaign to her 4 million followers on Instagram, where, like her career, her follower count has been steadily rising since December. A slow burn, but with lift and shine.

In short, Biolage is betting big that Pamela Anderson still moves product. And given her track record of turning cultural expectations upside down—with a blowout and a wink—odds are, they’re right.