Luxury hair care brand Living Proof has announced Errol Douglas MBE as its first ever UK brand ambassador.

The consumer-facing partnership sees the award-winning hair stylist as Pro Hair Expert & Textured Hair Specialist for the brand, and his remit includes PR, social media and retailer support.

In addition, an edit of Living Proof retail products will be available to purchase from the Errol Douglas salon in Belgravia, London and used on clients by Douglas and his team.

A key focus of the partnership will be Douglas’ support of the brand’s new Curl collection, which caters for all hair types with wavy and curly textures.

The range features a Curl Shampoo and Conditioner, three conditioning stylers: Curl Enhancer for waves, Curl Definer for curlsand Curl Definer for coils; plus two curl boosters: Curl Defining Gel for extra definition and hold, and the Curl Moisturizing Shine Oil.

Errol Douglas MBE is one of the most respected hair stylists of his generation, with a career spanning over four decades. He has won dozens of coveted awards, including an MBE for services to British hairdressing, and has been awarded Patron of Honour by The Fellowship for British Hairdressing.

Douglas says: “I’m thrilled to be working with Living Proof to help build their UK awareness and launch the incredible Curl range. The brand is a true authority in scientific, clinically-proven hair formulations, and I look forward to educating consumers on how easy it can be, with the right product, to style their hair themselves at home, with results they love.”

Living Proof Global CEO, Zach Riekenadds: “It was really simple for us to choose Errol as the UK’s first-ever ambassador for Living Proof. There is no question he’s an icon in the hair industry and his accolades and authority as a globally recognised expert in hair speak for themselves. His values and appreciation for silicone and paraben-free formulas align with us and his extensive work with textured and afro hair is perfect to support the launch of our new Curl collection which is our first thorough offering specifically for curly hair types. We look forward to working with Errol to help educate press, influencers, and consumers about our products, raising awareness levels of the Living Proof brand in the UK.”