When Demi Grace attended a recent casting for Pantene, she ended up making hair history. The musician and model, who uses her lyrics and powerhouse vocals to inspire and unify fans, was one of several talents chosen to star in an amazing new video. For their latest campaign, the brand chose to celebrate black models and their diverse ‘dos, depicting a range of styles from curls to ‘fros to sculptural blowouts. And in the process, Demi became the first model to wear locs in a Pantene campaign, a major milestone in the conversation surrounding representation and inclusion in the beauty industry. We caught up with her to find out exactly how the whole experience went down and why it’s such a big deal. Read on for the details behind her hair journey.
Teen Vogue: How did you land the opportunity to be in Pantene’s latest commercial?
Demi Grace: This opportunity actually came about in an interesting way. I was discovered by the executive producer of the commercial at a Club Monaco in NYC. She said, “I really love your hair!” And I thought it was just a compliment. But then she informed me that she was working on this amazing project for Pantene. She said she wanted me to come in for the casting. I never thought in a million years I’d be in a Pantene commercial, especially with locs. That was a complete surprise.
TV: What was the process like after you were discovered?
DG: When she first said she was working on the Pantene commercial, I thought she was going to say we want to shoot you on the spot. I didn’t think I’d have to go through so many steps — from casting, to call backs, to being put on hold. I’m really grateful for having gone through the process. I feel like I appreciated the whole experience so much more.
TV: Take us through your hair journey. What has changing your hair meant for you?
DG: My hair journey started about five years ago. I grew out my perm and the chemically relaxed parts. I tried different styles, from just straightening with no chemicals, to braids, to rocking a short curly ‘fro for awhile. Then I got into locs. My hair is a mixture of my natural hair and extensions in the locs. My mom is a three-time cancer survivor and she lost her hair. It made me look at hair differently. I stopped defining myself by my hair.
TV: What’s your favorite thing about your hair?
DG: The versatility. My hair can get very curly, but I can straighten it and make it bone straight. It’s cool to be able to do both. Pantene did a good job highlighting that hair can do so many amazing things in the commercial.
TV: Have you ever encountered criticism on how you choose to wear your hair?
DG: The most criticism I’ve ever received has been towards my locs. People have judged me based on my locs. They think I smoke a lot of weed. Also, people would say, “You wont book gigs with your locs, that’s not the look that’s out there.” Circling back to Pantene, now I have proof that isn’t true.
TV: How do you feel about representation in the beauty industry right now?
DG: Representation in the beauty industry is changing. Being the first woman with locs in a Pantene commercial really shows that larger beauty brands are embracing change. I’ve also done work with Make Up For Ever and Laura Mercier and I had locs. The standard of beauty is going in the right direction. I think we will be seeing a a lot more diversity in campaigns to come.
TV: What are your go-to hair products? How do you style it on a daily basis?
DG: I love the Pantene Intense Hydrating Oil, especially when I have locs. Oiling my scalp and making sure it’s moisturized is so important. I also use different kinds of natural oils like jojoba, coconut, and vitamin E.
TV: As a musician, what does having a platform mean to you?
DG: Having a project like this out means so much to me. I got to work with Lion Babe. She’s out there doing her thing too. It opens the door to so much. People now know about me. Getting people to listen is the biggest hurdle no matter how giving you are with your music. It feels really and the experience has heightened my creativity as a songwriter.
TV: Who are the other girls in the commercial and what was it like working with them?
DG: Lion Babe's Jillian Hervey is the opening model. The other girls in the commercial are all models. It was great interacting with all of the talent on set. They are all black women from different walks of life so I learned a lot from them all. Coincidentally, the first model I saw when I arrived on set was Geli Forlefac. I immediately noticed her because, earlier that year, I sang the jingle for the Dark and Lovely Fade Resist commercial and she was in it! Small world. I've also worked with Tierra Benton before and Lyric Hurd was a joy to work with as well.
TV: What projects are you working on right now that you can share with us?
DG: I’m looking to host. I just released a music video on BET.com and I’m getting ready to release more music in the summer. I’ll also be hitting up a lot of the festivals. I’m also doing a lot with modeling since the release of this commercial.
Related: 13 Celebs Who Show Off the Beauty of Locs
