Actor Owen Wilson has joined California Naturals’ as the new 'Chief Shampoo Officer'.
The Zoolander and Starsky and Hutch star is also now an investor and advisor for the hair and body care brand.
His new role was revealed in 'get ready with me' style TikTok video, which has over 120,000 views, and shows the actor’s typical morning and hair care routine.
Wilson is also seen attempting to make a homemade hair mask, before presenting the brand’s Hair Masque which contains the same ingredients.
“Owen has officially joined the team as Chief Shampoo Officer, and together with his advisor Waffles, he’s here to make sure mops everywhere are clean, coiffed and looking good,” California Naturals said in an Instagram post.
Shelby Wild, the founder of prestige hair care brand Playa, launched California Naturals in July 2023 with a focus on the mass market.
Wilson’s appointment appears to follow a potential new trend in beauty of unconventional brand ambassadors.
Earlier this week, skin care brand CeraVe bemused consumers by placing Canadian film star Michael Cera in the centre of a brand partner video on TikTok.
The Superbad and Barbie Movie star was "spotted" at a pharmacy placing stickers of his face on CeraVe cream bottles, in a now viral guerilla marketing-style clip.
The clip then shows Cera signing his name on the bottles above the CeraVe logo.
The TikTok post was made by influencer and CeraVe brand partner Haley Kalil and has over 250,000 views.
Instagram account michaelcerasource, a fan account about the actor, posted an image of Cera holding two bags filled with CeraVe creams shortly after the video's release.
In 2022, US comedian Pete Davidson also joined male grooming brand Manscaped as an ambassador and shareholder.
The former Saturday Night Live star and hair removal specialist is currently in a four year partnership with the brand.
Manscaped CEO, Paul Tran, said at the time that the 28-year-old's comedic style "closely fits" the firm's tone of voice and brand values.