LOS ANGELES — Actress and entrepreneur Shay Mitchell has been announced as the global brand ambassador for OGX, a leading haircare brand under Kenvue Inc., taking on the role of “The Fixer” in the company’s new multi-platform campaign.
The partnership signals a fresh direction for OGX as it strengthens its foothold in the hair repair category. Mitchell will headline the brand’s newly launched 360-degree campaign, focused on science-backed solutions to real hair damage, with a strong emphasis on bonding repair.
OGX’s latest campaign highlights the damaging effects of heat styling, coloring, and over-manipulation, while offering consumers affordable, salon-quality solutions. Alongside Mitchell, the campaign features trichologist and beauty influencer Abbey Yung, who brings expert insight into the causes of hair damage and effective methods for restoration.
At the core of the initiative is the OGX Bond Protein Repair collection — a line formulated with patented bond-building protein designed to repair and fortify hair from within. Among its key products is the Bond Protein Repair 450°F Heat Protect Spray, a lightweight mist that guards hair from high heat while conditioning and strengthening strands.
“Hair damage affects eight out of ten people — especially those who frequently style or color their hair,” said Andrew Stanleick, President of Skin Health and Beauty for North America and EMEA at Kenvue. “We are committed to addressing these concerns with products that deliver real, science-led repair. Partnering with Shay Mitchell as our first global brand ambassador brings powerful visibility to this mission.”
Mitchell, known for her dynamic lifestyle and signature glossy hair, praised the brand for keeping her hair healthy amid her demanding schedule. “My life is busy, and my hair goes through a lot,” she said. “OGX products keep my hair healthy, shiny, and protected.”
Mitchell will appear in a new television commercial and lead the #DamageDetected social media series, where she’ll showcase extreme cases of hair damage and how OGX products deliver transformative results. Meanwhile, Abbey Yung will provide educational content, helping consumers understand the science of hair repair and offering actionable advice on how to maintain strong, healthy hair.
With this campaign, OGX reaffirms its position as a leader in accessible, high-performance haircare, backed by both celebrity influence and expert guidance.
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