Luxury haircare brand Living Proof has announced Errol Douglas MBE as its first-ever UK brand ambassador. The consumer-facing partnership for 2021 sees Errol in the role of Pro Hair Expert & Textured Hair Specialist. His remit will include PR, social media and retailer support, plus event hosting.

An edit of Living Proof retail products, including the brand’s new Curl range, will be available to purchase from the Errol Douglas salon in Belgravia, London and used by Errol and his stylists on their prestigious clientele.

Errol Douglas MBE says: “I’m excited to partner with Living Proof and support the launch of the Curl collection. It’s a brand I’ve always admired with innovation and efficacy being at the core of their product development which has great synergy with my own ethos.”