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Aveda is hoping to make some waves — and curls and coils — with the reintroduction of its Be Curly Advanced collection, which has been reformulated. To bring the collection back to life, the 46-year-old brand has tapped its first celebrity ambassador, Antonia “Toni” Gentry.
Gentry is the 26-year-old star of the Netflix show “Ginny and Georgia.” She has 3.7 million followers on Instagram and 4.6 million on TikTok. She is biracial — her mother is a Black woman from Jamaica and her father is white.
In 2021, Aveda tapped model Arizona Muse as its first global advocate for sustainability, but Gentry is its first true celebrity face. “We wanted a partner who [would have] an authentic connection with textured hair guests,” said David Hutchinson, Aveda’s svp of global marketing. The brand was also looking for someone willing to share their own hair journey, which, for women of color can be fraught. In a 2021 interview with Marie Claire, Genry spoke about experiencing bullying about her hair throughout her life.
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