Becky G Joins Garnier Fructis as the Brand Pushes for Cultural Relevance

Photo: Courtesy of Garnier USA, Becky G x Garnier Fructis

Garnier Fructis is turning up the heat with the launch of its latest innovation, Sleek & Stay Hair Serum, and the brand is tapping one of the most influential voices in Latin pop culture to help lead the way.

Becky G, an international recording artist, songwriter, actress, entrepreneur, and activist. Known for her sleek style and confident presence, has been named the newest ambassador for Garnier Fructis. The partnership kicks off with a new campaign, Put It to the Test, which pairs high-performance beauty with Becky G’s high-octane lifestyle.

Tested on the Ground, Not in the Studio

The campaign showcases Becky navigating Club Sleek for a night out with friends, from dodging a near collision with a waiter to dancing in packed crowds under the heat of stage lights and wind machines. The visuals may be stylized, but the message is grounded in reality: Sleek & Stay is built for long wear under intense conditions.

But Garnier isn’t just spotlighting a night out. The brand is positioning the product, and Becky herself, as a response to the demands of nonstop routines. "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," the brand stated.

Becky echoes the sentiment.

"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," she said.

"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."

A Cultural Collaboration

The campaign, created in collaboration with the creative agency Artisan Council, was built to reflect Becky’s world. Her cousin and longtime DJ, DJ Awsumo, appears as the club’s DJ, while a close friend makes a cameo as a featured extra. To top it off, producer Massara created an original track for the shoot, bringing Becky’s sound and energy into the fold.

The result blends brand marketing with a music-video sensibility—immersive, personal, and performance-tested.

“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.”

This partnership is just the beginning. Becky G and Garnier Fructis are planning a yearlong rollout of exclusive creative content, social campaigns, and live activations. While details are still under wraps, the initiative promises to blend Becky’s passion for music and beauty in unexpected ways.

As brands face pressure to align with both cultural credibility and consumer expectations, Garnier’s move is strategic. Becky G doesn’t just bring name recognition—she represents a bicultural generation that expects authenticity, performance, and personality from the brands they trust.