Nexxus Taps Christina Aguilera as Face of Keraphix Collection

Christina Aguilera is stepping into a new era of haircare as the face of Nexxus’ latest Keraphix campaign, marking a major moment for the brand’s science-driven approach to beauty.

Dubbed “Nexxtina,” the campaign introduces a bold new chapter for the Keraphix franchise, spotlighting its focus on deep hair repair and protein restoration. At the center is the newly launched Keraphix Liquid Crystallizer Leave-In Treatment, designed to strengthen strands and improve resistance to future damage. Powered by a liquid crystal serine amino acid complex, the formula works within the hair’s internal structure to rebuild and reinforce from the inside out.

For Nexxus, the partnership feels intentional. Aguilera’s ever-evolving beauty looks—and especially her iconic hair transformations—make her a natural fit to front a campaign rooted in reinvention and resilience. The brand continues to lean into its founding belief that healthy, long-lasting style begins with advanced hair science.

The “Nexxtina” rollout also signals a broader refresh for Nexxus. Alongside the campaign, the brand is introducing elevated packaging across its lineup and doubling down on its mission to restore hair proteins at the core.

Set to debut April 23, the campaign will launch globally across digital, social, and out-of-home platforms. The full Keraphix range—including shampoo, conditioner, and the new leave-in treatment—is currently available at major retailers like Amazon, Target, Ulta Beauty, and Walmart.

Photos Credit: Nexxus