Kate Hudson named Joico’s global celebrity ambassador
Joico and Kate Hudson are teaming up to help the brand celebrate its 50th anniversary.
The hair care company announced that the actress would be taking over as its global celebrity spokesperson.
Hudson will help Joico highlight its “Redefining health hair. Since forever.” campaign until the end of the first quarter of 2026.
[Related: Tate McRae named Neutrogena global brand ambassador]
Throughout the year, the actress will be predominantly featured in advertising for the brand across all digital mediums, including social media globally, as well as in print and in-store advertising across North America.
The creative concept for the campaign, filmed on location in Southern California, capitalizes on Hudson's innate playfulness. This concept, "joi lessons with Kate Hudson," is the brand's take on "finding joi" while staying authentic and delivering an easygoing chic.
The campaign will show a glimpse into Hudson's world and how she finds "joi," the brand shared.
