Shay Mitchell Is the New Face of OGX

Global haircare brand OGX has named Shay Mitchell as its first-ever global brand ambassador.

The actress, entrepreneur, and executive producer will front a campaign for the brand’s new Bond Protein Repair collection, a range of products formulated to deliver effective bonding repair at an accessible price point.

“My life is busy, and my hair goes through a lot,” said Shay Mitchell. “OGX products keep my hair healthy, shiny, and protected.”

The Béis founder is well-versed in the world of beauty partnerships, having previously collaborated with Revlon, Buxom, Cacharel Parfums, Bioré, and most recently, Maybelline in 2024.

In the campaign, Mitchell plays the role of The Fixer, a hair repair expert guiding consumers on how to achieve healthier hair through effective bonding repair. She’ll be joined by trichologist and beauty expert Abbey Yung, alongside other influential voices, to highlight the impact of excessive heat, colour, and styling damage.

“We know that 8 in 10 people are impacted by hair damage — it’s the reality for those who colour and style their hair. It has been our mission to not only address these concerns, but deliver real, effective repair solutions that lead with science,” said Andrew Stanleick, President of Skin Health & Beauty, Kenvue North America and EMEA. “We are thrilled to be working with Shay Mitchell as our first Global Brand Ambassador; her influence will help us continue to transform the haircare journeys of our consumers.”

The OGX Bond Protein Repair collection is a complete damage repair system designed to strengthen and protect hair. Formulated with a patented bond-building protein, it works from the inside out to help repair, fortify, and shield strands. The collection features a shampoo, conditioner, sealing mist, multitasking oil mist, rapid treatment mask, and pre-shampoo. The hero of the range is the Bond Protein Repair 450°F Heat Protect Spray, a continuous, lightweight mist that guards against heat damage up to 450°F while conditioning and reinforcing hair strength.

Priced from £10 ($6.97), the full OGX Bond Protein Repair range is now available at Boots in the UK and Ulta Beauty in the US.