THE WHAT? Procter & Gamble-owned Pantene has named Clara Amfo as its newest ambassador. Amfo will front campaigns for the Pantene Gold Series Collection as well as work with the hair care brand on educational initiatives to celebrate and increase positive representation of Afro hair.

THE DETAILS Amfo will sit alongside the Pantene power squad, including Katie Piper and Lucy Edwards.

“Our partnership with Clara Amfo is an incredibly exciting next step – not just for Pantene,” said a spokesperson for the brand. “Clara’s vocal advocacy, amazing hair, and passion for what we stand for here at Pantene made this collaboration a no-brainer. Together, we aim to increase the positive representation of Afro hair, and celebrate the unique textures and beauty that they bring and empower hair confidence in the next generation via the launch of our Power of Hair schools programme.” 

THE WHY? Amfo explains, “There is an infinite power in being able to see yourself reflected positively in the world that truly lasts a lifetime. I’m deeply honoured to work with Pantene Gold Series and the wider ambassador team to help empower people to love their Afro hair and drive awareness of its diversity and beauty. However much hair you have and however you chose to style it, the power of hair and a good hair day has an enormous impact on our identity, confidence, and self-esteem – regardless of age, race, class, sexuality or gender.”