Meagan Good has a latest role under her belt. 

Due to her venturesome personal style and on-screen finesse, the actress has inked an ambassadorship with hair care brand Dark and Lovely. 

“Once we have a look at Meagan’s impact across the industry, she has this multigenerational relevance; Black women really aspire toward and resonate together with her,” said Tenaj Ferguson, marketing director at L’Oréal-owned Dark and Lovely, which celebrated its fiftieth anniversary last yr. 

At an event on Wednesday in Support of Dark and Lovely’s philanthropic initiative, Constructing Beautiful Futures, Good shared what drew her to the brand: “Plenty of people attempt to say Black women shouldn’t have blonde hair, but why shouldn’t we express ourselves in whichever way we see fit?”

Ferguson notes that while Dark and Lovely continues to give attention to meeting the needs of its core consumer, who’s aged 45 and older, it is usually searching for ways to have interaction its fledgling Gen Z and Millennial consumer base, that are largely flocking to the brand’s hair coloring assortment (making Good, who has long made waves together with her oft-colored locks, much more of a synergistic match). 

“We’ve began to see younger consumers really come into the fold, especially with our latest bleach kit launch last yr. Once we checked out who adoption was coming from, it was those younger consumers who’re embracing bleaching and blonding their hair as a strategy to be more expressive and daring with their looks,” she said. 

Ferguson likens the momentum hair coloring is enduring among the many Black community to the early days of the natural hair wave that took hold within the late 2010s, emphasizing the essential role education will play in engaging the color-curious consumer in 2023.

“Once we were all going natural a couple of years ago, all of us needed numerous hand-holding, numerous demo-ing, simply to learn how you can do a twist-out, or a wash-and-go — the method is comparable with hair coloring,” said Ferguson, adding that one effort the brand is inaugurating this yr as a way to lower the hair-coloring barrier is color-and-sip events, wherein attendees drink wine as they learn to paint wigs.