# Star-Approved Haircare Campaigns Owen Wilson X California Naturals Bring Laid-Back Charm By Georgia Wray Norsten | Published 2025-03-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/owen-wilson-x-california-naturals References: [thecalifornianaturals](https://thecalifornianaturals.com/?123) & [youtube](https://www.youtube.com/watch?v=pzsO4S1yhUs) The [Owen Wilson](https://www.trendhunter.com/trends/short-n-sweet-espresso-martini) x California Naturals collab is something you didn’t know you needed -- until now. As the brand’s investor, advisor, and self-proclaimed 'Chief Shampoo Officer,' Wilson brings his signature laid-back charm to [California Naturals’](https://www.trendhunter.com/trends/california-naturals) latest campaign, launching this week. Tied to the brand’s new tagline, 'It’s All Good,' the campaign is an effortlessly cool nod to Wilson’s easygoing style and California Naturals’ commitment to clean, high-quality hair and body care. This marks a major milestone for the brand -- not only is it their first streaming service ad, but it also aligns with their rapid expansion, including a 1,400-store debut at Ulta and continued growth at Target, CVS, and [Amazon](https://www.trendhunter.com/trends/cloud-haircare-glow-collection). Founded in 2023 by beauty industry veteran Shelby Wild, California Naturals offers food-grade fragrances, 100% PCR packaging, and formulas free from sulfates, parabens, and silicones -- all at an accessible price point. With Wilson at the helm, this campaign proves that great hair (and vibes) should be for everyone. Image Credit: California Naturals ## Trend Insights (Trend Hunter) - Score: 7.4/10 - Popularity: 95% | Activity: 92% | Freshness: 36% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Celebrity-led Product Endorsements:** Increasingly, brands are leveraging the authentic charm of celebrities like Owen Wilson to resonate with target audiences in the haircare sector. - **Eco-friendly Packaging Solutions:** The use of 100% PCR packaging by California Naturals underscores a rising trend towards sustainability in the beauty industry. - **Clean Beauty Movement:** Brands are responding to consumer demands for transparency by offering formulas free from harmful chemicals like sulfates, parabens, and silicones. ### Industries Being Reshaped - **Haircare Industry:** Owen Wilson's association with California Naturals highlights innovative marketing strategies within the competitive haircare market. - **Sustainable Beauty:** The fusion of eco-conscious practices with beauty products is reshaping consumer expectations and industry standards. - **E-commerce Expansion:** The successful distribution across platforms like Ulta, Target, CVS, and Amazon illustrates the aggressive online and physical store growth of new beauty brands. ## Related on Trend Hunter - [Clean Hair Product Launches](https://www.trendhunter.com/trends/california-naturals.md) - [No-Nonsense Haircare Campaigns](https://www.trendhunter.com/trends/the-no-gimmicks-campaign.md) - [Targeted Sensitive Haircare Products](https://www.trendhunter.com/trends/california-naturals-super-moisture-collection.md) - [Expressive Hair Campaigns](https://www.trendhunter.com/trends/main-character-hair.md) - [Hair Repair-Focused Campaigns](https://www.trendhunter.com/trends/pantenes-new-campaign.md) - [Sensorial Personal Care Products](https://www.trendhunter.com/trends/osana-naturals.md) - [Seasonal Hair Care Campaigns](https://www.trendhunter.com/trends/olaplex-no7-bonding-oil.md) - [Sensorial Performance Haircare](https://www.trendhunter.com/trends/blake-brown.md) - [Skin-Friendly Hair Products](https://www.trendhunter.com/trends/seens-haircare.md)