To kick off the multifaceted partnership, the multi-platinum global powerhouse ignites the launch of the brand’s new Sleek & Stay Hair Serum, giving new meaning to the concept of “torture test” – taking the product on stage, on-the-go, and beyond to see how it keeps her hair sleek despite her life’s high-energy moments.
NEW YORK, April 29, 2025 /PRNewswire/ — Garnier Fructis is turning up the heat with the launch of its latest innovation, Sleek & Stay Hair Serum, and there’s no better partner to put it to the test than Becky G. The international recording artist, songwriter, actress, entrepreneur, and activist – known for her strong self-expression, signature sleek styles and captivating stage presence – brings her bold style to the brand as its newest ambassador.
“We’re thrilled to welcome Becky G to the Garnier Fructis family,” said Ali Fakih, SVP of Marketing at Garnier. “From her success in the music industry to her status as a global beauty icon, she continues to captivate audiences with her fearless attitude and relatability. She’s a true icon for a new generation—bold, creative, and always evolving. Her confidence, energy, and dedication to authenticity make her the perfect ambassador for Fructis.”
Becky takes center stage in the new campaign, Put It to the Test, where she hits Club Sleek for a night out with friends. From a near crash with a waiter to a sweaty dance floor and high wind from a stage fan, Becky keeps her hair flawlessly styled, proving that Sleek & Stay passes all her tests as the ultimate defense against frizz and humidity. But the real challenge? Her nonstop lifestyle. Whether she’s performing under hot stage lights, dashing through airports, or dancing for hours straight, Sleek & Stay is the go-to secret for ultra-sleek, humidity-resistant hair that lasts up to five washes. Becky G approved.
“This campaign is special to me because it’s all about confidence and self-expression—things I really live by. Everyone should have the tools to look and feel their best, no matter what life throws their way, and that’s exactly what Garnier Fructis is doing. Sleek & Stay isn’t just about looking good; it’s about being in control—whether I’m on stage, in the studio, or on the dance floor. I got a sneak peek at Premio Lo Nuestro, running around backstage between the red carpet and my performance, and let’s just say—no frizz, no flyaways, just sleek perfection.”
The Put It to the Test campaign was a seamless fusion of brand and artistry, immersing audiences in Becky G’s creative world. Her longtime DJ—and cousin—DJ Awsumo sets the vibe as the club’s DJ, while a close friend makes a cameo as a featured extra. To top it off, producer Massara crafted an exclusive track for the shoot, infusing the campaign with Becky’s signature sound. The campaign was brought to life in collaboration with creative agency Artisan Council.
This partnership goes beyond the new launch campaign—Becky G and Garnier Fructis are set to roll out exclusive creative, social content, and live activations throughout the year. While details remain under wraps, fans can expect some major moments ahead that celebrate Becky G’s passion for music and beauty.
To watch the campaign please see here: https://www.youtube.com/watch?v=Pp25YI-yrF0
For more information, please visit garnierusa.com.
About Garnier USA
Garnier, a L’Oréal USA brand, was developed in 1904 in France by hair care expert Alfred Amour Garnier and is now present in more than 65 countries worldwide. Following the launch of Garnier in the United States in 1999 with Nutrisse hair color, the brand has continued to develop cutting-edge beauty products. The entire collection of Garnier brands available in the U.S. includes Nutrisse hair color, Fructis hair care, and Fructis Style, Olia hair color, SkinActive, and Whole Blends hair care. For more information visit www.garnierusa.com or follow us on Instagram, Twitter, Facebook, Pinterest, TikTok, and Snapchat @GarnierUSA.
About Becky G
Becky G is a multi-platinum global powerhouse—an international recording artist, songwriter, actress, entrepreneur, and activist who has cemented her place as one of the most influential figures of her generation. With over 28 billion career streams worldwide, the five-time Latin GRAMMY® nominee has earned numerous prestigious awards, including American Music Awards, Latin Music Awards, E! People’s Choice Awards, and a Billboard Award. Her versatility shines both on stage and screen, with standout roles in Power Rangers, FOX’s Emmy-winning Empire, and as the voice of Khaji-Da in DC’s Blue Beetle. Beyond her artistry, Becky is a dedicated advocate for social change, earning accolades like the 2023 Billboard Women in Music “Impact Award” and recognition as one of the Latin Recording Academy’s “Leading Ladies of Entertainment.” In 2024, she delivered a breathtaking performance of her Oscar-nominated song, “The Fire Inside,” at the Academy Awards.
Her music continues to reflect her deep cultural roots and artistic growth. “ESQUINAS,” a celebration of her Mexican-American heritage, amassed over 987 million streams, debuted at #3 on the Regional Mexican Albums chart, and broke into the top 10 on the Top Latin Albums chart. The album’s hit single, “POR EL CONTRARIO,” topped the Billboard Regional Mexican charts and received a Latin GRAMMY® nomination. With her latest album, “ENCUENTROS,” Becky explores a more personal and vulnerable side, expanding on the themes of “ESQUINAS” while honoring her Mexican roots. The album debuted at #7 on the Latin Albums chart and #25 across all genres on Apple Music. She followed with her CASA GOMEZ: OTRO CAPÍTULO TOUR, which took her across the U.S. and earned her first sold-out arena shows. The momentum spilled over into 2025 as she made her high-fashion runway debut at Paris Fashion Week, walking for Willy Chavarria’s “Tarantula” Menswear Fall/Winter 2025-2026 show and commanding attention as she celebrated Chicano culture on a global stage.
For press inquiries please contact:
Alison Brod Marketing Communications
212.230.1800
garniermedia@alisonbrodmc.com
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SOURCE Garnier USA
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