Pantene names Clara Amfo as new ambassador

Pantene has announced radio broadcaster, podcaster and TV presenter Clara Amfo as its new ambassador for the Pantene Gold Series collection.

The collection, which was co-created by a team of Black scientists, aims to cater to the moisturising and conditioning needs of Afro hair.

Amfo joins other brand ambassadors Katie Piper and Lucy Edwards to share their own story on how hair has played a powerful role in their identity. In her role as Pantene ambassador, Amfo will also support the brand’s Power of Hair schools programme, which has been developed in partnership with non-profit Ideas Foundation.

The programme involves workshops, along with educational teacher resources and lesson plans, which will be free for all teachers and schools to download from the end of June on the Pantene UK website.

Commenting on the partnership, Pantene said: "Our partnership with Clara Amfo is an incredibly exciting next step. Clara’s vocal advocacy, amazing hair, and passion for what we stand for here at Pantene made this collaboration a no-brainer. Together, we aim to increase the positive representation of Afro hair, and celebrate the unique textures and beauty that they bring and empower hair confidence in the next generation via the launch of our Power of Hair schools programme.”