“Clean and efficacious products are a top priority for this younger generation,” said Michaeline DeJoria, chief executive officer of the professional hair care company.
John Paul Mitchell Systems was cofounded in 1980 by DeJoria’s father and chairman of the board John Paul DeJoria, alongside the late Paul Mitchell. Headquartered in California and found globally in more than 100 countries, it’s the largest privately owned hair care company in the world., available at paulmitchell.com, Ulta Beauty and Amazon. Brooks is its first ambassador.
“I see and know this firsthand from the two pre-teens I have living under my roof,” DeJoria continued. “Paul Mitchell is a legacy brand long celebrated for being high quality and a pioneer in cruelty-free, but this new extension into the clean space takes Paul Mitchell to the next level and really opens opportunities to connect with younger consumers organically. Emma completely embodies the personality and priority of this brand, and she has such an authentic voice and spirit.
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