Coco Gauff inks deal with pioneering natural hair care brand Carol's Daughter

Coco Gauff is the new face of the pioneering hair care brand Carol's Daughter in a move the company proclaims will "uplift Black beauty for a powerful new generation."

Courtesy of a new multi-year deal announced this week, Gauff now boasts a beauty brand in her endorsement portfolio, which also consists of Barilla, Bose, Ray Ban and Meta among others. Last year, the US Open champion netted $16 million in income, which, according to Forbes, made her the second-highest earning female athlete in the world.

Since its founding by Lisa Price in Brooklyn, N.Y. in 1993, Carol's Daughter has seen investment from and support by moguls like Oprah Winfrey, Will Smith, Jada Pinkett Smith and Jay-Z, and evolved into a leader in natural hair and skin care. *Forbes *cites the brand's origin story as a "minority-owned business that caters primarily to women of color," and Gauff, who says she's utilized Carol's Daughter products for much of her life, says she "couldn't be prouder to align with a brand that shares my values."

"Their knowledge of natural hair care is unmatched," she said. "I'm excited to help continue their mission of empowering millions of women and little girls to embrace their curls and coils with pride and authenticity."

Gauff's partnership with Carol's Daughter launched with a robust rollout plan, which included a behind-the-scenes look of how she used the products to get red-carpet ready for the 2024 *TIME* Women of the Year gala, and a collection on the brand's website called "Coco's favorites," which highlights the hair oils, balms and leave-in conditioners that Gauff herself uses.

"The power of seeing someone like Coco in the world of tennis, for me, is a testament to the work that has been done before her," Price said.

"While the representation of individuals who resemble us in this sport may be limited, their impact remains pivotal. It breathes life into the timeless adage: 'If you can see it, you can be it.' This is what makes this collaboration so special to me.

"When I started Carol's Daughter, there was no blueprint for Black hair care brands, but now, 30 years later, the door is open, offering countless options for our hair, our confidence, and our empowerment. In Coco, we celebrate the strength, beauty, and authenticity of all the generations to come."