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From her long hair and iconic bangs during her Camp Rock days to the shaved head she sported in 2021 after coming out as non-binary, Demi Lovato has changed up her hairstyle several times throughout her career. This summer, the singer, songwriter, and actress partnered with hair repair brand OGX to create a brand anthem that celebrates expressing yourself through your lush hair.
“Flip the switch, now you look gorgeous / OGX, do it like magic,” sings Demi Lovato in her latest single, “OG Who? OGX,” which debuted on TikTok on July 12. The song, which Lovato co-wrote, features her signature powerful voice and a bouncy, summery beat, and the brand says it specifically chose her for the campaign because of her “bold hairstyles and beautiful vocal range.” The release coincides with the launch of OGX’s new and revamped shampoo and conditioner, which Lovato herself is known to love.
According to People magazine, Lovato personally uses Nourishing + Coconut Milk Shampoo and Conditioner to keep her hair in tip-top condition. “It leaves my hair feeling soft and healthy, and it smells amazing,” she told the magazine. Other favorite products in her hair care arsenal include Thick & Full + Biotin & Collagen Shampoo and Conditioner, and Renewing + Moroccan Argan Oil Shampoo and Conditioner, all available now at Target. The improved formula here (aka “RepiproShield Technology”) doubles down on protein and lipid protection for healthier hair.
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The “Chula” singer has been sporting a short brunette bob for a while now, but she’s dyed her dark ends back with golden blonde highlights in time for summer. While OGX is touted to work for all hair types, especially with this new high-performance formula, Lovato’s haircare products can help improve everything from strength to volume to texture, leaving hair healthier in just one wash (especially for those with dyed hair, which can be prone to dryness and breakage).
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Fans on TikTok have been begging all summer for “OG Who? OGX” to hit streaming platforms, with the top comment on the video being, “Why would I actually eat this 😭😭😭.” Unfortunately, you can’t currently stream the hair love bop, but you can stream Lovato’s new, upcoming documentary, “Child Star” (available to stream on Hulu starting September 17), which sheds light on the legacy of her childhood fame in Hollywood.
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Want to feel like the strongest person you can be (like OGX)? Switch up your routine with our latest upgraded shampoo and conditioner, available online now at Target.com.
