THE WHAT? John Paul Mitchell Systems has appointed Native American model and activist Quannah Chasinghorse as its Global Ambassador, according to a report published by WWD.

THE DETAILS Chasinghorse made her debut in the brand’s Iconic campaign, which was unveiled yesterday. As part of the partnership, the hair care company will work with a non-profit to help protect and preserve the lands of Indigenous peoples with both cash donations and awareness in initiatives throughout the year.

Chasinghorse told WWD, “Paul Mitchell represents so many different things. I think one thing that I really relate to is family and connection with the family. They’re a family-owned business and operate like a family.”

THE WHY? CEO Michaeline DeJoria told WWD, “I just loved her. I loved that she is so value-driven and she really is such a strong force… We get to amplify each other’s message. Our brand values are so similar, which is to be yourself, push boundaries, embrace your beauty, stand up for things you believe in.”