Moroccanoil has signed professional tennis champion Aryna Sabalenka as Global Brand Ambassador, marking “a strategic evolution” for the brand.

The 28-year-old multiple Grand Slam title winner will front a new campaign for the hair care company as it strengthens its presence at the intersection of beauty and sport.

Moroccanoil has been the Official Haircare Sponsor of the Miami Open for years, which is one of the sport’s most prestigious tournaments.

“As our relationship with tennis has continued to evolve, partnering with Aryna felt like the perfect next match,” said Marina Kirschner, Senior VP of Global Marketing, Moroccanoil.

“She is an incredible athlete, but what truly sets her apart is how she connects with people.

“She brings strength, authenticity, and undeniable energy both on-and-off the court.

“Aryna’s global influence aligns perfectly with our mission to inspire and engage communities worldwide.”

Beauty brands have been working hard lately to make a name for themselves in the lucrative sports industry, creating partnerships with brands and athletes in Formula 1, rugby, football and tennis.

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As part of this new partnership, Sabalenka will champion Moroccanoil in a global campaign, as well as via immersive experiences and marquee tennis events.

She will promote “a new vision of beauty”, read a company statement, which claims to celebrate the routines and rituals that help people feel their best.

Commenting on her appointment, Sabalenka said: “Whether I am walking onto the court in front of thousands of fans or getting ready for an event, confidence changes everything.

“When I feel good, I can focus on what I do best.

“Moroccanoil has been one of those brands I have genuinely loved using for years because it always makes my hair feel healthy, effortless and ready for whatever the day brings.

“That is why this partnership is so exciting for me – it feels authentic.

“I am proud to work with a brand that helps people feel empowered and comfortable being themselves.”

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Source: Cosmetics Business (https://www.cosmeticsbusiness.com/)

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