Celebrity Name: Lily Collins
Brand Name: Rōz
Deal Type: Brand Campaign (Investor-to-Face-of-Brand)
Announced: March 2026
Impact: Elevates Rōz’s global visibility, reinforces its positioning in clean, story-driven hair care, and adds another high-profile beauty/fashion partnership to Collins’ growing portfolio
- Lily Collins, a longtime investor and client of Rōz, has officially stepped in front of the camera as the face of the brand’s very first major campaign.
- The campaign is titled “Hair That Shapes You” and explores the emotional and identity-driven relationship between women and their hair.
- The campaign marks Rōz’s debut out-of-home advertising, hitting billboards across Los Angeles, alongside increased retail visibility at Sephora and Nordstrom.
- A hashtag initiative, #HairThatShapesYou, invites real consumers, creators, and professionals to share their own hair stories on social media.
Lily Collins, the Emily in Paris star, is fronting a new campaign for the prestige hair care brand, titled “Hair That Shapes You.” But this isn’t just a typical celebrity-brand deal, Collins has been part of the Rōz story from the very beginning.
An early investor in the brand and a longtime client of founder Mara Roszak, Collins’ decision to become the public face of the campaign felt like a natural next step.
Roszak and Collins go back over a decade. She was the stylist behind Collins’ iconic pixie cut moments before the 2015 Vanity Fair Oscar party. “I’ll never forget it,” Collins recalled of the spontaneous chop.
The campaign, which marks Rōz’s first-ever out-of-home marketing, includes debut advertising placements across Los Angeles, alongside retail visibility at Sephora and Nordstrom.
Collins is no stranger to major brand moments. She recently starred in Zalando’s Spring/Summer 2026 campaign, cementing her status as one of fashion and beauty’s most in-demand faces.
The Rōz partnership, however, runs deeper, rooted in investment and genuine friendship rather than a standard endorsement deal.
A campaign video featuring Collins, and Roszak spotlights the personal hair moments that shaped their confidence. The #HairThatShapesYou hashtag invites the wider community to share their own stories.
It’s a model not unlike what Katseye pulled off as Global Ambassadors for Matrix Hair Care, anchoring a hair brand campaign in authentic community connection rather than polished celebrity gloss.
A call-to-action hashtag, #HairThatShapesYou, invites professional, consumer, and creator communities to share their own hair stories on social media.
Meanwhile, Rōz has been gaining serious momentum. Its seed funding round, led by Silas Capital and G9 Ventures, was described as oversubscribed, with Collins joining fellow celebrity investors Mila Kunis, Daisy Ridley, and Zoe Saldaña.
Takeaways
This campaign is a masterclass in authentic brand building. Collins isn’t a hired face: she’s an investor, a client, and a genuine friend of the founder. In a beauty landscape flooded with paid partnerships, that kind of backstory is almost impossible to manufacture.
Roszak has described the campaign as a “brand ethos moment,” betting that real emotional connection will always cut through the noise. For Rōz, the move from cult favourite to mainstream contender, with Sephora and Nordstrom shelf space, looks well within reach.
Does knowing Lily Collins is an actual investor in Rōz, not just a paid endorser, make you more likely to trust the brand? Would you rather see more multi-hyphenate ambassadors (like actors and musicians) or industry experts fronting beauty campaigns?
