Becky G Just Landed a Major Hair Campaign With Garnier Fructis; And Her Sleek Era Is Here to Slay
If you’ve ever struggled with frizz or fried ends, Becky G is here to let you know: you’re not alone—and you definitely can fix it. The singer and actress just teamed up with Garnier Fructis for their new “Put It to the Test” campaign, and let’s just say her hair passed with flying (sleek, shiny) colors.
Her Hair’s Been Through It—Just Like Yours
Becky isn’t new to haircare. She’s been experimenting with styles since she was a kid growing up in a big, expressive Latin family.
“I had a young mom who was figuring it out, but also was down to have fun and was very expressive with hair and makeup,” she told People. “I do feel like it not only is a form of self-expression, but it is an extension of my creativity.”
From box dye moments to post-breakup cuts, her mane has always mirrored her personal evolution. Her latest transformation? A healthy regrowth era powered by Garnier’s Sleek & Stay Heat Activated Serum, which she now calls her “holy grail.”
“Healthy hair is important to me. When I discovered the serum, I just felt like it was such a game-changer. I was like, ‘I need in on this.’”
The Campaign? Straight-Up Becky-fied
The “Put It to the Test” campaign isn’t just another hair ad—it’s a club. Literally. Becky walks into “Club Sleek,” where her hair survives dance floors, strobe lights, and even humidity, all while looking glassy and gorgeous.
“We really turned it into a real club. We had no business having that much fun,” she laughed.
Her cousin and DJ, DJ Awsumo, shows up for the party too, along with a Massara-produced soundtrack. Basically, it’s a whole vibe.
A Message From the Brand
According to Ali Fakih, SVP of Garnier, the brand chose Becky for more than just her glam game.
“She’s not just a global superstar; she’s a powerhouse who uplifts her community and inspires their creativity,” Fakih shared with WWD. “Whether she’s commanding the stage, pushing beauty boundaries or embracing her signature sleek styles, she proves that hair is more than just a look, it’s a statement.”
He also teased more collabs, content, and creative surprises with Becky throughout the year—so stay tuned.
“Beyond this campaign, we’re building an ongoing collaboration with Becky G that blends music, beauty and culture in fresh, unexpected ways so we’re not just keeping up with the next generation of beauty consumers, we’re evolving with them,” Fakih said.
It’s Personal—And Powerful
Becky sees this collab as a full-circle moment. She remembers seeing those iconic green bottles in the shower as a kid—and now she’s the face of the brand.
“I have this image of it in my head. I feel like it’s always been there,” she said.
And the meaning goes way deeper than just hair.
“Cutting my hair was this love letter and offering to that process and that journey. I guess in essence, it is a little bit deeper than what most would think. It is a transformation.”
Now she’s in a period of regrowth, and Garnier Fructis is going on that journey with her.