Social media star Emma Brooks has been announced in an important new role with John Paul Mitchell Systems, the manufacturer of Paul Mitchell products, which are exclusively distributed by 365 Salon nationally. Emma is the new brand ambassador for their pivotal Clean Beauty Collection. The 19 year old TikTok icon has over five million followers across her social media following to spread this important message.

“I am overjoyed with excitement and honoured to be a part of the Paul Mitchell family. From competing in dance competitions, to participating in pageants and now my career as a model and actress, hair care and beauty have always played a major role in how I like to express myself,” Emma said.

“I am a true and genuine fan of the brand,” Emma continued. “I used to have such fine, long hair in high school, and when I first got highlights, my hair was a disaster. I had just started preparing to compete in Miss Teen Louisiana, and my coach recommended me to Jim Compton, who owned a local Paul Mitchell hair salon. I went to him for years, and he taught me everything I needed to know about my hair and how to take care of it. I was only using Paul Mitchell, and it truly saved my hair. I have always been one of Paul Mitchell’s biggest fans, so it felt natural and genuine when I was given the opportunity to work with them. I only like to work with companies I truly believe in, and this one exceeds every expectation I could ever have for an ideal partnership.”

The Clean Beauty Collection was launched in 2020 to global acclaim and expanded in 2021 with the addition of three Clean Beauty stylers – the Styling Cream, Heat Styling Spray, and Volumizing Liquid. The stylers have been formulated with clean ingredients, organic botanicals, and innovative bio-plastic packaging. This new collaboration shares these ideals and connects with an imperative Gen Z audience.

“Clean and efficacious products are a top priority for this younger generation,” said Michaeline DeJoria, chief executive officer of the professional haircare company. “I see and know this firsthand from the two pre-teens I have living under my roof. Paul Mitchell is a legacy brand long celebrated for being high quality and a pioneer in cruelty-free, but this new extension into the clean space takes Paul Mitchell to the next level and opens opportunities to connect with younger consumers organically. Emma completely embodies the personality and priority of the Paul Mitchell brand, and she has such an authentic voice and spirit. She is a rising digital star and dominates TikTok, a unique platform amongst its social competitors. We are excited for her to help us tell our story to these new, young, and vibrant consumers that are hungry for what clean beauty can offer.”

The Paul Mitchell® Clean Beauty X Emma Brooks campaign will be featured across media, associated web platforms and digital advertising, with a collection of looks inspired by the vibrant, energetic hues and colours of nature and a focus on individuality.

“As a member of the LGBTQ+ community and a mental health advocate, I think it’s especially important to champion individual style and embrace our authentic beauty from the inside out,” Emma said. “I feel my best when I’m treating myself to clean, good-for-you products that are also mindful of their environmental footprint on the planet.”

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