John Paul Mitchell Systems has a latest brand ambassador for its “clean” hair line: Emma Brooks.

“I knew working with Paul Mitchell was going to be a singular and different experience because I’ve been a loyal user of JPMS products since I used to be 14,” the 19-year-old influencer, who counts 3.6 million followers on TikTok and 1.7 million on Instagram, said in an announcement to WWD.

“I’m a real and real fan of the brand,” she continued. “I used to have such nice, long hair in highschool and after I first got highlights, my hair was a disaster. I had just began preparing to compete in Miss Teen Louisiana and my coach really helpful me to Jim Compton, who owned a neighborhood Paul Mitchell hair salon. I went to him for years and he taught me all the pieces I needed to learn about my hair and the right way to handle it. I used to be only using Paul Mitchell and it truly saved my hair. I even have all the time been considered one of Paul Mitchell’s biggest fans, so after I was given the chance to work with them it felt so natural and real. I only wish to work with firms I really consider in and this one exceeds every expectation I could ever have for a perfect partnership.”

For the sweetness brand, the collaboration is a chance to draw Gen Zers.

“Clean and efficacious products are a top priority for this younger generation,” said Michaeline DeJoria, chief executive officer of the skilled hair care company.

John Paul Mitchell Systems was cofounded in 1980 by DeJoria’s father and chairman of the board John Paul DeJoria, alongside the late Paul Mitchell. Headquartered in California and located globally in greater than 100 countries, it’s the most important privately owned hair care company on the planet.

It was in late 2020 that the brand introduced the “clean” line, Paul Mitchell Clean Beauty, available at paulmitchell.com, Ulta Beauty and Amazon. Brooks is its first ambassador.

“I see and know this firsthand from the 2 pre-teens I even have living under my roof,” DeJoria continued. “Paul Mitchell is a legacy brand long celebrated for being prime quality and a pioneer in cruelty-free, but this latest extension into the clean space takes Paul Mitchell to the subsequent level and really opens opportunities to attach with younger consumers organically. Emma completely embodies the personality and priority of this brand, and she or he has such an authentic voice and spirit. She is a rising digital star and dominates TikTok, a singular platform amongst its social competitors. We’re excited for her to assist us tell our story to those latest, young, and vibrant consumers which can be hungry for what clean beauty can offer.”