Oribe Hair Care is re-entering world-building mode.

The professional hair brand, which was cofounded in 2008 by Daniel Kaner and late celebrity hairstylist Oribe Canales, is revamping its creative direction with an edgier twist, beginning with the campaign for its newest Hair Alchemy Bond Building Elixir.

Featuring two French bodybuilders — Tjiki Sidibe and Dianna Blanchard, otherwise known as Dianna Legkiller — the campaign looks to bring a “wink and a smile” to the launch and, more broadly, the Oribe brand, said Kaner.

“It’s a little humorous, a little sexy, a little fetish; a little fashion and a little retro…[Oribe Canales] was so charismatic, he was so charming and funny, and this campaign captures some of that DNA,” said brand president Kaner of his cofounder, who passed away in 2018 at age 62, less than one year after Oribe’s acquisition by Kao.

In addition to a social media rollout, the video campaign featuring Cheeky and Legkiller will air in Times Square in August above Sephora, where Oribe began selling in-store for the first time in 2025. The campaign, which brings a cheeky play on the elixir’s bond-building capabilities, was developed in partnership with Fred Evans’ A Former Member creative agency, which will become a long-term partner for Oribe.

“This campaign is the first of many steps we will take to shoot in this new, kind of rough-luxury, high-glamour way,” said Diana LaMura-Scarrone, vice president of global marketing and creative at the brand. “Whenever we’ve socialized this campaign with partners or retailers, we get interesting questions like, ‘Is this a statement on GLP-1s?; Is this a statement on female empowerment?’…to us, that is a mark of success. There’s a cultural conversation happening, and it means different things for different people.”

Oribe has seen consecutive quarters of growth since 2020 and now, with its own addition to the ever-buzzy bond-building game, looks to build on the momentum.

Priced at $78, the Hair Alchemy elixir taps a blend of chia seeds, bio-fermented bamboo and plant-based protein to repair the three types of hair bonds: hydrogen, ionic and disulfide.

The product is now rolling out to Oribe’s 3,000-plus global partner salons, and will begin entering the brand’s retailers, including Sephora, Bluemercury and Space NK, on Monday.

“You hear ‘world-building’ a lot these days, but what it means for our brand…[is] art, music, performance, fashion, style — how do we bring all of these worlds together in a way that’s meaningful for the consumer?” said LaMura-Scarrone.

Added Kaner, who is also a cofounder of his son Jonah Kaner’s new salon hair care brand, Funner: “There is a lot in the market. It’s even more important that consumers know who we are, what we stand for, and that what Oribe is all about continues to break through.”