Nexxus taps Christina Aguilera to front Keraphix Collection with new ‘NeXXtina’ campaign

By Lollie Hancock | Published: 9-Apr-2026
Hair Care Marketing

The hair care brand has teamed up with the singer and actress to be the face of its revamped Keraphix Collection, alongside the debut of its new damage repair innovation

Nexxus has teamed up with Christina Aguilera to front its NeXXtina campaign, spotlighting its revamped Keraphix Collection and new launch, Keraphix Liquid Crystallizer Leave-In Treatment.

The campaign comes as the Unilever-owned brand unveils new, elevated packaging consistent across all product lines, with Aguilera as the face of both the campaign and the Keraphix collection.

The standout product of the campaign, running across social, digital, and out-of-home marketing from 23 April, is the brand’s latest launch, Keraphix Liquid Crystallizer Leave-In Treatment.

“Bleaching, crimping, highlighting...you name it, my hair has been through it,” shared Aguilera, known for singles ‘Hurt’ and ‘Genie in a Bottle’, and roles in Burlesque and The Emoji Movie.

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“The Keraphix Collection has been a total game-changer for strengthening hair against breakage, bringing my hair back to life, and protecting it from future damage. 

“As a working mum who is always on the go, I do not always have time for a ton of steps. 

“The Keraphix Liquid Crystallizer Treatment fits so easily into my routine – it is my haircare genie in a bottle.”

Lynn Fischer, Head of Brand, Nexxus North America, added: “Nexxus was born with a mission to prove that the secret to resilient style has always been rooted in science.

“Christina’s looks have defined generations, and her hair evolution makes her the ideal partner to help us welcome our next chapter by reintroducing the world to the power of protein science. 

“We are so excited for fans to meet ‘NeXXtina’ and learn how to rebuild their hair's protein foundation for their healthiest strands yet.”

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