As we’re all trying to stay connected during this time, more brands are embracing the concept of community. Wella Professionals has just expanded their own family by welcoming hair painter and social media influencer Patricia Nikole onto their brand ambassador team.
Announced in a digital press conference via Zoom on May 12, Nikole was joined by fellow ambassadors Briana Cisneros, Zach Mesquit and Ryan Weeden, along with Coty Professional Beauty’s senior director of education, Carole Protat.
“Patricia’s personal and professional accomplishments are nothing short of exceptional. We’re very proud to attract new talent of her caliber,” said Protat. “She perfectly exemplifies the future of our industry and her story is a true inspiration for an upcoming generation of hairdressers.”
Nikole is a Sacramento-based colourist, who has worked in the industry for more than 15 years, and has become known for “hair painting,” the technique of applying colour with your hands to achieve a more natural finish.
Wella has welcomed Nikole to their team of “change makers,” which they say goes beyond a clever branding term. According to Nikole, stylists are capable of sparking change directly through their clients.
“By starting with your client when they come into your chair, you’re helping them grow their confidence and look their best,” she said during the press conference. “Additionally, by educating and reinvesting in your community, you’re able to use your platform to help others grow as well, not just yourself. Having an open heart and doing your work for the right reasons will help you be a change maker in the community as a whole.”
As a brand ambassador, Nikole will act as a spokesperson and also collaborate with Wella through content creation, digital transformation, creative collaboration, education and influencer marketing. She said she is most looking forward to joining a team of like-minded creatives and to continue practicing her craft, collaborating with other artists and elevating her career through more education opportunities.
“At Wella, you really back each other as artists and stylists, and are a family, which is something that speaks to me a lot,” she said. “Wella’s tools and colour line also really align with how I paint, so I’m really looking forward to be able to create beautiful looks as well.”