Rōz, the hair care brand from celebrity stylist Mara Roszak, has launched a new campaign starring brand investor and Emily in Paris actress Lily Collins.
‘The Hair That Shapes You’ campaign is centred around the relationship consumers have with hair, and marks the brand’s first-ever out-of-home marketing.
This includes debut advertising placements across Los Angeles, US, alongside retail visibility at beauty retailer Sephora and department store Nordstrom.
A video featuring Roszak, Collins and three “real” Rōz customers has also been released, spotlighting the “hair moments that shaped their confidence and identity”.
“My hair has changed so many times over the years – for roles, red carpets, and different seasons of my life,” said Collins.
“Each change has reflected a new story I am telling, and it has taught me how important it is to honour every phase while still feeling like myself.
“That is why Rōz resonates so deeply: it is rooted in care and integrity, and in the belief that your most powerful look is the one that feels true to who you are, especially as you keep evolving.”
The brand’s marketing will include a call-to-action hashtag initiative, #HairThatShapesYou, inviting its professional, consumer, and creator communities to share their own hair stories on social media.
Roszak added: “After more than 20 years behind the chair, working with women at every stage of their lives, I have seen how powerful our relationship with our hair can be.
“It holds memory, identity, and transformation. I wanted to create something that honours that journey by helping them feel more like themselves.
“Throughout my career, whether on set or behind the salon chair, my goal has always been the same: to make women feel beautiful in their own hair.
“This campaign is an extension of that. It is about celebrating where you have been and embracing who you are today.”
Collins invested in the brand in 2024, and was part of an “oversubscribed” seed funding round led by private equity firms Silas Capital and G9 Ventures.
The actress joined previous celebrity angel investors including Mila Kunis, Daisy Ridley and Zoe Saldana, who invested in the brand during an earlier ‘friends-and-family’ investment round.
Roszak is the stylist for A-list celebrities, including Emma Stone, Olivia Wilde, Natalie Portman, Nicole Kidman, and Kristen Wiig.
She founded Rōz in 2021 and is currently stocked in Sephora, Credo, Neiman Marcus, Goop, and Revolve.