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Kidman will be joining the company as an investor and brand advocate. This unique partnership is the first step in the company's global expansion plans, launching nationally into more than 400 Sephora doors in May, with plans to extend to UK, Europe, China and Australia later this year.
"It wasn't about being the face of the brand or selling products, but being an advocate for a holistically-minded lifestyle that prioritizes self-care,” said Kidman.
Reviving Her Iconic Curls With a Clean Alternative
When it comes to iconic hair, Kidman's curls rank among the most unforgettable looks in Hollywood history. But over the years, the Academy Award-winner's tight-knit ringlets have withstood significant changes, an outcome she traces back to a number of factors: 15-hour workdays and 4 a.m. call times, harsh effects of constant travel and an active outdoor lifestyle, and — most of all — the near-endless straightening, coloring, and assorted other treatments she undergoes with each new role.
After years of having no control over the products used on set, she began closely studying ingredients and seeking an alternative to certain unnatural chemicals. In search of a clean and sustainable way to revive her curls, Kidman found a powerful solution in Vegamour’s personalized and plant-based approach to hair wellness — a breakthrough that inspired her to partner with the brand and join in their mission to make a truly positive impact on the planet.
Likewise, Hodgdon immediately felt a kinship in their core principles.
Kidman’s experience with Vegamous has led to a new awareness of her own power to preserve the natural curl pattern she now cherishes.
"When I was younger, I didn't pay enough attention to my hair, especially considering the demands of my career," she admits. "I've realized that our hair deserves as much attention and care as we give to the rest of our bodies."
Kidman has embraced a more holistic mindset in tending to her hair, infusing her everyday routine with wellness practices designed to nourish hair from the inside out.
"I'd like to use my personal story and the daily challenges of my professional life to educate, inspire, and help people live their healthiest and happiest life — of which hair wellness plays an integral part,” she said.
Beyond the brand's partnership with Kidman, Vegamour is one of the fastest-rising new brands at Sephora, thanks to their holistic, clean, high-performance approach.
"Over the last two years, we have increasingly seen hair health become a top priority for our clients – with consumers searching for hair care solutions significantly more than years past", said Artemis Patrick, executive vice president and global chief merchandising officer at Sephora. "Vegamour has been a great partner for us, providing a wide assortment of products that prevent and treat hair and scalp concerns. We are elated to continue to partner with Vegamour to expand this category."
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