L’Oréal has named Pamela Anderson as the new face of professional hair care brand Biolage.
The Hollywood actress has hit headlines in recent years for her inspiring make-up-free appearances on the red carpet.
Anderson shot to fame in the hit 90s television series Baywatch, and recently garnered acclaim for her performance in the film The Last Showgirl, for which she received a Golden Globe nomination.
The partnership is Biolage’s biggest in three decades and marks Anderson’s first-ever hair care campaign.
It comes as L’Oréal relaunches the brand, which is focused on sustainability, innovation and elevated self-care.
Biolage’s credentials as vegan and for cruelty-free formulas and new eco-friendly packaging align with Anderson’s advocacy for animal rights.
L’Oréal said in a statement that Anderson “perfectly embodies the brand's new wellness-first, restorative approach to hair care”.
The collaboration “honours her enduring influence on beauty and culture, her steadfast commitment to intentional living, and her fearless embrace of authenticity” mirroring Biolage’s ethos, it added.
“We are thrilled to partner with Pamela Anderson as she and Biolage Professional Hair Spa embark on this next chapter,” said Michael Sanchez, VP of Global Marketing for Biolage.
“Pamela is a global icon whose confident, realistic take on beauty has always inspired us.
“Grounded in who she is, she perfectly represents Biolage's mission of self-discovery and authentic beauty.
“Her journey to reconnect with the most meaningful parts of herself has transformed us from fans into true admirers.”
Anderson’s first campaign will launch on 2 June aimed at consumers and salon professionals, around Biolage’s best-selling Hydra Source collection and the new Full Rescue line.
Anderson said: “At this point in my life and career, it is exciting to find a brand that aligns perfectly with my values.
“Biolage is a vegan, cruelty-free, sustainable brand that I can feel good about partnering with – plus, I love the products. It truly is a dream collaboration for me.”