OGX® Haircare Introduces Shay Mitchell as First Global Brand Ambassador

Rhea-AI Summary

Kenvue Inc. (NYSE: KVUE) has announced actress and entrepreneur Shay Mitchell as the first global brand ambassador for OGX® Haircare. Mitchell will represent the brand's Fixer character in a new 360° campaign promoting the OGX® Bond Protein Repair line.

The campaign features Mitchell alongside Trichologist Abbey Yung, highlighting solutions for hair damage through television spots and a #DamageDetected social media series. The new product line includes a Bond Protein Repair 450°F Heat Protect Spray, formulated with a patented bond-building protein to repair and protect hair at a lower price point than salon brands.

According to Andrew Stanleick, President of Skin Health & Beauty at Kenvue, 8 in 10 people experience hair damage. The campaign aims to address these concerns with science-backed repair solutions. OGX® currently holds the position of #1 in hair repair based on market data through November 2024.

Positive

• OGX holds #1 position in hair repair category
• Launch of new Bond Protein Repair line with patented technology
• Strategic partnership with high-profile celebrity Shay Mitchell
• Expansion into premium market segment at competitive price points

Negative

• None.

New campaign introduces new Bond Protein Repair hair line designed to deliver effective bonding repair – at a fraction of the price of prestige brands 

SUMMIT, N.J., April 7, 2025 /PRNewswire/ -- Kenvue Inc. (NYSE: KVUE) announces actress and entrepreneur, Shay Mitchell, as the global brand ambassador for OGX^®, stepping in as the face of the brand's Fixer character in their new campaign. This collaboration marks an exciting new chapter for OGX^®, as the brand leans deeper into its positioning as #1 in hair repairⁱ, with The Fixer as a character embodying that expertise, and leverages the power of science-backed, expert-endorsed innovations to reach more consumers.

The Fixer character is part of a new 360˚ campaign from OGX^® that spotlights science-backed solutions for real hair damage — educating consumers on achieving effective bonding repair. The campaign, featuring Mitchell as The Fixer, alongside Trichologist and beauty expert, Abbey Yung, and other influential voices, includes a new television spot and a #DamageDetected social media content series that highlights the toll of excessive heat, color and styling damage on hair, while offering effective, affordable products for repairing, strengthening and maintaining healthy-looking hair.

At the heart of this campaign is the OGX^® Bond Protein Repair line – a damage repair system that addresses the need for damage protection to strengthen hair. Formulated with a patented bond-building protein, this collection helps repair, strengthen, and protect hair from the inside out —making it the go-to solution for consumers looking to revive and fortify their hair without compromise, at a fraction of the price of salon brands. The line includes the new OGX^® Bond Protein Repair 450°F Heat Protect Spray – a continuous, lightweight mist designed to protect against up to 450˚F heat styling with a lightweight conditioning formula that also leaves hair strong.

"We know that 8 in 10 people are impacted by hair damageⁱⁱ—it's the reality for those who color and style their hair. It has been our mission to not only address these concerns, but deliver real, effective repair solutions that lead with science," said Andrew Stanleick, President, Skin Health & Beauty, North America and EMEA at Kenvue. "We are thrilled to be working with Shay Mitchell as our first Global Brand Ambassador; her influence will help us continue to transform the haircare journeys of our consumers."

"My life is busy, and my hair goes through a lot," said Shay Mitchell. "OGX products keep my hair healthy, shiny, and protected."

In a series of social media posts, Mitchell will spotlight some of the toughest cases of hair damage, reinforcing how OGX^® is the #1 hair repair brandⁱ. As the resident expert in the campaign's content, Yung will help consumers understand why damage happens and how to repair it effectively. Yung's expertise as a trichologist ensures that Mitchell's Fixer character gets to the root of hair damage with solutions that repair and restore hair.

To learn more about the OGX^® Bond Protein Repair line and explore the new campaign with Shay Mitchell as The Fixer, visit www.ogxbeauty.com or follow OGX^® on Instagram at @ogx-beauty and TikTok at @ogxbeauty. The full OGX^® Bond Protein Repair line is now available on the OGX website and across retailers.

About Kenvue
Kenvue Inc. is the world's largest pure-play consumer health company by revenue. Built on more than a century of heritage, our iconic brands, including Aveeno^®, BAND-AID^® Brand, Johnson's^®, Listerine^®, Neutrogena^® and Tylenol^®, are science-backed and recommended by healthcare professionals around the world. At Kenvue, we realize the extraordinary power of everyday care. Our teams work every day to put that power in consumers' hands and earn a place in their hearts and homes. Learn more at www.kenvue.com.

About OGX
OGX^® believes healthy hair gives you the confidence to boldly be yourself, which is why we develop high-performance formulas, designed to support hair health and resilience from root to tip. We blend recognizable, proven ingredients known for delivering healthy–looking hair to equip you with the products you need to help prevent and repair damage every time you wash. OGX^® is a brand of Kenvue Brands LLC, a subsidiary of Kenvue Inc.

About Shay Mitchell
Shay Mitchell is an actress, entrepreneur, and executive producer. She first captivated audiences with her breakout role in Pretty Little Liars and has since delivered standout performances in other television series.
Beyond entertainment, Mitchell is a visionary businesswoman and global tastemaker. In 2018, she founded BÉIS, a travel and lifestyle essentials brand offering stylish yet functional luggage and accessories. With over 50 million followers, she remains one of the most influential and celebrated voices in entertainment and entrepreneurship.

Cautions Concerning Forward-Looking Statements
This press release contains "forward-looking statements" as defined in the Private Securities Litigation Reform Act of 1995 regarding OGX Haircare's introduction of Shay Mitchell as its first brand ambassador. Forward-looking statements may be identified by the use of words such as "plans," "expects," "will," "anticipates," "estimates" and other words of similar meaning. The reader is cautioned not to rely on these forward-looking statements. These statements are based on current expectations of future events. If underlying assumptions prove inaccurate or known or unknown risks or uncertainties materialize, actual results could vary materially from the expectations and projections of Kenvue Inc. and its affiliates.

A list and descriptions of risks, uncertainties and other factors can be found in Kenvue Inc.'s filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K for the fiscal year ended December 29, 2024 and subsequent Quarterly Reports on Form 10-Q and other filings, available at www.kenvue.com or on request from Kenvue. Kenvue and its affiliates undertake no obligation to update any forward-looking statements, whether as a result of new information, future events or developments or otherwise.

DISCLAIMERS:

ⁱ Vogue International LLC calculation based on Scantrack for the Hair Care Repair category for the 52 weeks ending 11/16/24, for the total U.S. market, xAOC. Copyright © 2024, Nielsen Consumer LLC
ⁱⁱ Haircare A&U Study, June 2024

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SOURCE Kenvue

FAQ

What is the new OGX Bond Protein Repair line from KVUE offering?

The line offers a damage repair system with patented bond-building protein, including a 450°F Heat Protect Spray, designed to repair, strengthen, and protect hair at a lower price than salon brands.

How will Shay Mitchell contribute to OGX's marketing strategy as KVUE's brand ambassador?

Mitchell will feature in a 360° campaign as 'The Fixer' character, appearing in TV spots and social media content series #DamageDetected to demonstrate hair damage solutions.

What market position does OGX hold in hair repair products for KVUE?

OGX is ranked #1 in hair repair category based on Nielsen data for the 52 weeks ending November 16, 2024.

What percentage of consumers are affected by hair damage according to KVUE's research?

According to Kenvue's Haircare study from June 2024, 80% of people (8 in 10) are impacted by hair damage.