Nicole Kidman has joined US premium direct-to-consumer hair care brand Vegamour as an investor and hair wellness advocate.
The brand’s line of products struck a chord with the American celebrity and actress, who said her hair is regularly exposed to harsh conditions as a result of her career.
Vegamour specialises in plant-based hair wellness products with a line-up including topical serums, supplements and natural hair maintenance and scalp products.
Kidman said she hopes to ‘empower’ others to consider their self-care and hair health through the partnership.
"It wasn't about being the face of the brand or selling products, but being an advocate for a holistically-minded lifestyle that prioritises self-care,” added Kidman.
"I'd like to use my personal story and the daily challenges of my professional life to educate, inspire, and help people live their healthiest and happiest life — of which hair wellness plays an integral part."
CEO and founder of Vegamour Dan Hodgdon said he formed a fast connection with Kidman thanks to their shared interest in holistic approaches to wellness.
"We hadn't set out looking for a partner, but once I met Nicole it just made sense,” said Hodgdon.
“We're aligned across the board, from the importance of a natural, holistic approach to optimal hair wellness, to our focus on sustainability, biodiversity, social impact and product efficacy."
The company launched nationally into more than 400 Sephora stores in May 2022.
It is also preparing to enter the UK market in June, with a wider expansion planned for the EU, China, Australia and UAE later this year.
"Vegamour has been a great partner for us, providing a wide assortment of products that prevent and treat hair and scalp concerns,” said Artemis Patrick, Executive Vice President and Global Chief Merchandising Officer at Sephora.
Vegamour, additionally, will release new maintenance and clean styling categories in late 2022 and 2023.
Vegamour received US$80m in funding in 2021 from growth equity firm General Atlantic.
The company said at the time that it will use the funds to further its organic e-commerce growth, launch additional products and expand into new channels and geographies.
