LOS ANGELES — Camille Rose, the natural hair care brand known for redefining beauty standards for textured hair, has launched its first-ever out-of-home (OOH) advertising campaign. Titled “Curls IRL,” the campaign brings textured haircare to the streets of Los Angeles and into the cultural spotlight with a message of empowerment, community, and authenticity.
The campaign features a series of street posters and wild postings across five key neighborhoods: Long Beach, South Gate, Bell Gardens, Inglewood, and Pasadena. Created to promote the brand’s Guava Slip Collection—a unisex line formulated for hydration, detangling, and styling—the initiative blends product promotion with cultural storytelling.
Shot inside Chrispy’s Luxury Barber & Shop in Los Angeles, “Curls IRL” showcases a cross-section of creative talent from the community, including producer Marzi, stylist LostBoyClay, model and founder Emily Marte, beauty creative Erica Anastasiia, and community builder Siddiq Cornish. Each individual is photographed in an intimate, stylized portrait paired with clean white-background e-commerce visuals that highlight the Guava Slip products.
“At Camille Rose, beauty has always been about community, culture, and connection,” said Janell Stephens, founder and CEO of Camille Rose. “With 'Curls IRL,' we wanted to reimagine what billboards could look like. Instead of models, we spotlighted real people with real curls and real stories—emerging creators who represent where beauty is headed. This campaign is about showing up for our community, giving new voices a platform, and continuing to celebrate textured hair in all its glory.”
Founded in 2011, Camille Rose has grown into a full lifestyle brand, offering hair, skin, and home products made with natural, vegan ingredients. Its products are carried in more than 300,000 retail locations globally, including Target, Ulta, Walmart, and Sally Beauty. The brand has built its reputation on clean formulations, effective results, and cultural relevance, resonating deeply with consumers looking for both quality and representation.
“Curls IRL” reflects that ethos by celebrating textured hair in its everyday, lived-in form. More than a product campaign, it’s a visual affirmation of beauty that is personal and unfiltered.
The OOH effort will run through May 18 and is supported by a Camille Rose x UGG giveaway, bringing further attention to the campaign while strengthening connections with the brand’s loyal following.
As Camille Rose expands its influence, this campaign underscores its commitment to honoring textured hair, elevating voices in the community, and setting new standards in inclusive beauty marketing.
More information is available at www.camillerose.com.
