A Gamilaraay musician and creator has been named as Herbal Essences’ first Australian ambassador.
Thelma Plum said she “so proud” to be joining Herbal Essences as their first Aussie ambassador and it was “the kind of role which is new to me as well”.
“When I was asked to partner with Herbal Essences, it was a very easy decision as there was already a lot of their products on my shelf,” the 24-year-old singer-songwriter said.
“Herbal Essences believes in the positive power of nature and with their new Potent Aloe collection it feels so good to be using a product on my hair that has been created using botanicals and one of my personal favourite plants, aloe vera.”
The partnership comes as Herbal Essences releases its new bio:renew Potent Aloe collection, a range developed using hand-picked aloe vera sustainably sourced from a single farming community in Mexico.
The collection contains aloe that is six times more concentrated than the standard level to help repair hair and protect against further damage and breakage, according to the company.
Herbal Essences, now a PETA-approved cruelty-free brand, said the aloe crops used to formulate the products were cultivated and hand-picked, three leaves at a time, by farmers who cared for their farms, crops and land.
“This provides steady employment, fair wages, benefits and a safe community to raise their families in,” the company said in a statement.
Herbal Essences, the first-ever global hair care brand to have its botanicals endorsed by the Royal Botancial Gardens (RBG), Kew, developed the collection alongside scientists at RBG, who verified, via botanical fingerprinting, that the aloe used in the products was rich in vitamins, polysaccharides (the ‘goodies’ that aid regeneration and healing), and essential moisture, promoting healthy hair growth and scalp health.
The brand also recently announced a partnership with the RBG to save 20 threatened Australian and New Zealand plants.
Stephanie Doyle, Herbal Essences’ brand director said she was “so pleased to have Thelma join the Herbal Essences family” as she was “a true talent and is the perfect ambassador to highlight Herbal Essences’ ongoing commitment to plants and nature”.
Alongside Thelma, Herbal Essences has engaged Australian florist, Sarah Amey and stylist, Geneva Vanderzeil to share the benefits of the new Herbal Essences Potent Aloe range and bring to life the essence of #plantpowerineveryshower through created content of their own ‘botanical shower’.
The new Herbal Essences Potent Aloe collection includes three sulfate-free shampoo and conditioner variants including: aloe and eucalyptus to nourish and balance, aloe and bamboo to strengthen and moisturise and aloe and mango to protect colour and shine.
In addition, the brand has launched two new Hair Oil blends designed to complement the shampoo and conditioners and provide longer lasting results.