Garnier Fructis is turning up the heat with the launch of its latest innovation, Sleek & Stay Hair Serum, and there’s no better partner to put it to the test than Becky G. The international recording artist, songwriter, actress, entrepreneur, and activist – known for her strong self-expression, signature sleek styles and captivating stage presence – brings her bold style to the brand as its newest ambassador.
“We’re thrilled to welcome Becky G to the Garnier Fructis family,” said Ali Fakih, SVP of Marketing at Garnier. “From her success in the music industry to her status as a global beauty icon, she continues to captivate audiences with her fearless attitude and relatability. She’s a true icon for a new generation—bold, creative, and always evolving. Her confidence, energy, and dedication to authenticity make her the perfect ambassador for Fructis.”
Becky takes center stage in the new campaign, Put It to the Test, where she hits Club Sleek for a night out with friends. From a near crash with a waiter to a sweaty dance floor and high wind from a stage fan, Becky keeps her hair flawlessly styled, proving that Sleek & Stay passes all her tests as the ultimate defense against frizz and humidity. But the real challenge? Her nonstop lifestyle. Whether she’s performing under hot stage lights, dashing through airports, or dancing for hours straight, Sleek & Stay is the go-to secret for ultra-sleek, humidity-resistant hair that lasts up to five washes. Becky G approved.
“This campaign is special to me because it’s all about confidence and self-expression—things I really live by. Everyone should have the tools to look and feel their best, no matter what life throws their way, and that’s exactly what Garnier Fructis is doing. Sleek & Stay isn’t just about looking good; it’s about being in control—whether I’m on stage, in the studio, or on the dance floor. I got a sneak peek at Premio Lo Nuestro, running around backstage between the red carpet and my performance, and let’s just say—no frizz, no flyaways, just sleek perfection.”
The Put It to the Test campaign was a seamless fusion of brand and artistry, immersing audiences in Becky G’s creative world. Her longtime DJ—and cousin—DJ Awsumo sets the vibe as the club’s DJ, while a close friend makes a cameo as a featured extra. To top it off, producer Massara crafted an exclusive track for the shoot, infusing the campaign with Becky’s signature sound. The campaign was brought to life in collaboration with creative agency Artisan Council.
This partnership goes beyond the new launch campaign—Becky G and Garnier Fructis are set to roll out exclusive creative, social content, and live activations throughout the year. While details remain under wraps, fans can expect some major moments ahead that celebrate Becky G’s passion for music and beauty.
