Gisou Names Rosie Huntington-Whiteley Global Brand Ambassador

Gisou has named Rosie Huntington-Whiteley as its first global brand ambassador.

“You really have to find the right match, and we have found that in Rosie,” said Negin Mirsalehi, founder of the premium honey-based hair and beauty brand. “She’s such a style icon with a very loyal community. Everything she does is on-point — her own branding, collaborations, the natural love for Gisou that she’s always had.

“And, of course, her hair is really iconic, as well,” continued Mirsalehi. “So, it was such a natural step for us.”

Mirsalehi explained signing on a global ambassador also made sense now, as Gisou moves into a new product category — styling. Huntington-Whiteley, a model, actress and entrepreneur, will front Honey Milk 5-in-1 Styling Cream.

“Hair has always been a powerful form of self-expression for me, and this partnership feels like a natural fit,” said Huntington-Whiteley in a statement. “I’ve long admired Gisou’s commitment to quality, heritage and innovation.”

Huntington-Whiteley has also had tie-ins with Gisou before, appearing at its London pop-up, for instance.

“We never work with people on without that really intrinsic love for the products and the brand,” said Mirsalehi.

Honey Milk 5-in-1 Styling Cream is billed to give up to three days of “style memory” and has a formula containing Mirsalehi honey, from the Mirsalehi Bee Garden, and hydrolyzed milk protein. It also contains hyaluronic acid.

According to Gisou: “The lightweight, milky formula provides flexible hold, intense hydration, frizz control, glazed shine and heat protection up to 230 degrees Centigrade/450 degrees Fahrenheit.” It claims the product results in hair becoming 10-times smoother, as well.

Mirsalehi likens it to a milky facial toner, but for hair.

“It’s really the skinification of hair,” said Maurits Stibbe, Gisou cofounder.

Honey Milk 5-in-1 Styling Cream and its campaign will launch on Wednesday. The 150-ml. tube will retail for $29.

“This campaign celebrates the idea that hair is your best accessory — deeply personal and a true reflection of your identity,” said Huntington-Whiteley. “I’m excited to share that message.”

Mirsalehi said she listens to Gisou’s community about its wants.

“More than ever, people are talking about lasting holds that they’re missing,” she explained. “I personally am known for not using hairspray.”

Mirsalehi has six generations of beekeeping in her family. The Gisou brand was born from her passion for bees and honey.

She said the brand is selling strongly at Sephora. It is set to launch in Space NK in London on Friday.

“Next to hair care, we have lip oils, which have been very successful,” said Stebbe, adding they’re popular due to being honey-infused, their different colors and payoffs. “But specifically, also because of the design of the bottle.”

That has a curvy shape.

“There’s more to come also in this space, next to hair in the lip space,” he teased. “There’s something very exciting coming.”

Stibbe said the honey ingredient allows Gisou to play in different categories.

“We have permission from our customers to do that,” he explained. “We see enormous opportunity to do more with care and lips.”

The bestseller in Gisou’s portfolio, which has about 20 products, is the Honey Infused Hair Oil, its first product to launch.

The U.S. is the brand’s biggest market, making up about 50 percent of Gisou’s sales, followed by Europe, which generates approximately 35 percent. The Middle East and Australia come next.