rochelle humes
credit: John Frieda

Rochelle Humes is the new face of John Frieda’s Frizz Ease Dream Curls range

TV presenter, singer, and fashionista Rochelle Humes has been announced as the new face of haircare brand John Frieda’s Frizz Ease Dream Curls range.

Taking to Instagram, Rochelle shared her delight by stating: “‘PINCH ME QUICK!!! I can’t actually believe I’m saying this but, I’m now the face of @johnfriedauk – Frizz Ease was the first hair product I bought for my curls when I was a little girl. I’ve actually landed my dream job – Look Mum #curlslikeus.”

Over the years, Rochelle has been prone to straightening her hair. However, when her eldest daughter, Alaia-Mai aged 5, told her that she didn’t like her own curly hair, it inspired Rochelle towards a positive movement which would see her embrace her own natural curls.

Speaking to John Frieda, Rochelle said: “My little girl was four when she told me that she didn’t like her curly hair. The reason why broke my heart. She didn’t like her curls because none of her favourite princesses had curly hair – and neither did her mummy.  At that moment, I decided to embrace my natural hair.”

“I realised what a powerful position I am in, and how by going back to my natural curls it could help my daughters love theirs too – and maybe even encourage some other women to do the same.  With the help of Dream Curls, my hair is getting its shape back after years of straightening. I love my curls more than ever and so does my daughter because we’re hair twins.”

Rochelle has been at the forefront of the Curls Like Us campaign ever since, a hub which celebrates natural curls, inspires others to embrace their curls, and offers up advice on how to best look after your hair. In the words of the team at John Frieda, this, along with Rochelle’s love of Frizz Ease, “makes her the perfect ambassador for our Dream Curls range”.

Speaking about the collaboration, Rochelle said: “It was an obvious choice for me. Frizz Ease was one of my first ever hair products and recently I’ve been using Dream Curls to help get my curls back into their best condition. So it’s a brand I feel a real connection with and I know works for me.”

The Dream Curls range includes five products carefully formulated with curls in mind. The products are enriched with Abyssinian oil, a lightweight, non-greasy texture with the same properties as Argan oil.

Are you excited to see Rochelle Humes as the new face of John Frieda’s Frizz Ease Dream Curls range? Let us know on Twitter @Fuzzable


Written by Katrina

twenty-something content writer with a penchant for boybands, theatre and Disney. Email:

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