Whilst all social media platforms have seen a growth in the past 12 months, no platform has seen growth compared to TikTok. Making it the perfect time for Paul Mitchell to announce TikTok sensation Emma Brooks as their Clean Beauty ambassador. The 19-year-old influencer has a following of 3.6 million on TikTok and 1.7 million on Instagram. Emma’s role will see an opportunity to market the Clean Beauty range to millennials and gen z’s – a generation that is increasing their spend on hair and beauty products.
@paulmitchell We are SO excited to introduce our queen of clean: @emmabrooksmcallister ✨ Stay tuned to learn all about Emma’s hair journey with #PaulMitchell
70% of Gen Z beauty shoppers are ‘beauty enthusiasts’ who are ‘always searching for the next best beauty products and brands’ according to PowerReviews’ changing face of the beauty shopper study – meaning this collaboration could not have come at a better time.
“I knew working with Paul Mitchell was going to be a unique and different experience because I’ve been a loyal user of JPMS products since I was 14,” says Emma Brooks.
Be Clean
In a world that has become cool to be clean, we’re seeing more clients invest in hair and beauty products that are natural and sustainable and made by brands who are desperately trying to reduce there carbon footprint. Enter Clean Beauty – the perfect culmination of these eco-conscious commitments.
Michaeline DeJoria, CEO of John Paul Mitchell Systems says: “Clean and efficacious products are a top priority for this younger generation. I see and know this firsthand from the two pre-teens I have living under my roof. 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. She is a rising digital star and dominates TikTok, a unique platform amongst its social competitors. We are excited for her to help us tell our story to these new, young, and vibrant consumers that are hungry for what clean beauty can offer.”
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