Science-minded hair-care start-up Living Proof announced big news on Wednesday: actress Jennifer Aniston is its new celebrity spokesperson and investor.
The company, which has goals to disrupt the beauty industry via innovative chemistry, will feature Aniston (whose hair has always been a pop culture sensation since "The Rachel") in a new ad campaign, reports The Wall Street Journal.
The actress has also taken a "meaningful" percentage of equity, and plans to work with the company's team of biotech and medical scientists in product development.
"You want to be part of something that's exciting and authentic," Aniston told the Journal. "You can't get more interesting than these scientists."
Chemical engineer and MIT professor Bob Langer began creating the formula for Living Proof in 2004, the company's website states. Backed by venture capital funding, Langer gathered a team of scientists from the pharmaceutical, biotech and medicine realms. Living Proof's major discoveries include a molecule that causes frizziness and another that adds volume to hair.
Available in nationwide retailers and salons, Living Proof products have won 34 beauty industry awards, according to a company statement.