The Saturdays star Rochelle Humes is the new ambassador for haircare brand John Frieda.
Singer Rochelle made a name for herself as a child star in S Club Juniors, a spin-off band to British chart toppers S Club 7, before becoming a part of girl group The Saturdays.
She’s also launched a successful presenting career, and is now moving into the beauty market with her new John Frieda appointment.
Rochelle, who has proudly ditched her straighteners in favour of her natural curls, is the face of the hair brand’s Frizz Ease Dream Curls range.
“My little girl was four when she told me that she didn’t like her curly hair. The reason why broke my heart. She didn’t like her curls because none of her favourite princesses had curly hair – and neither did her mummy. At that moment, I decided to embrace my natural hair,” Rochelle, who has daughters Alaia-Mai, five, and Valentina, 17 months, with husband Marvin Humes, said in a statement.
“I realised what a powerful position I am in, and how by going back to my natural curls it could help my daughters love theirs too – and maybe even encourage some other women to do the same. With the help of Dream Curls, my hair is getting its shape back after years of straightening. I love
my curls more than ever and so does my daughter because we’re hair twins.”
The decision to join forces with John Frieda was a natural one, for both Rochelle and for the brand, John Frieda marketing director Louise Yankovic-Jenkins said.
And Rochelle added that teaming up with the haircare favourite was a “real pinch me moment”.