Mizani, which specializes in curly hair products as part of the L'Oreal Professionnel products division, has recruited its first-ever brand ambassador. Rock singer and model Shingai Shoniwa - lead vocalist and bassist in London band Noisettes - will be the face of the brand.
Shoniwa will appear in a print and online media campaign, which will run in specialist hairdressing trade publications. The singer will also make a range of personal appearances to help promote the Mizani brand to consumers and salon partners.
"When we began the search for our celebrity ambassadress, there was no other female who came to mind as powerfully as she did. Shingai is an intelligent, beautiful, aspirational and strong, successful British woman who wholly embodies the ethos of our premium haircare brand, to which she is no stranger," said Tumi Soyinka, senior product manager, Mizani.
Shoniwa commented, "I love to experiment and I'm constantly changing up my style, so the Mizani range is perfect for me, particularly their True Textures collection as it caters to natural hair types like mine."