Aveda anounces exciting new partnership

Aveda has announced its partnership with celebrated actress and star of Netflix's hit series Ginny & Georgia, Antonia Gentry for its new be curly advanced™ collection – a game-changing curl care range designed specifically for waves, curls, and coils.  

The campaign celebrates individuality and the embrace of natural beauty, with Gentry and her stunning, natural curls taking centre stage.  

“Antonia embodies the essence of confidence, beauty, and individuality that lies at the heart of Aveda be curly advanced™,” said Aveda global artistic director, Renée Gadar. 

“Her genuine narrative of embracing, cherishing, and celebrating her natural hair will resonate deeply and inspire countless others.” 

Expressing her enthusiasm for the partnership, Gentry shares, “I am deeply honoured to share my curl journey alongside Aveda.” 

“Aveda be curly advanced™ offers impeccable care for my hair, as well as for anyone with textured hair seeking to revel in their curls, coils, waves, and natural aesthetics.”  

“I am thrilled to collaborate with Aveda in spotlighting transformative products that enhance the allure of textured hair,” she said. 

Gentry will kick off the #GetCurlyWithMe social campaign, that encourages individuals to share their distinctive curl narratives and honour the magnificence of textured hair. Gentry will also be featured across Aveda social platforms, through digital campaigns, and in Aveda stores and salons around the world. 

The Aveda be curly advanced™ collection includes seven products designed to cleanse, condition, prime, and style textured hair with multi-benefit regimens that can be customised based on hair type.  

The range is available on counter now in Aveda stores, partner salons, and online at Aveda

Image source: Supplied