OG WHO? OG YOU

Where to Get the OGX Haircare Demi Lovato Wrote A Whole Anthem About

Lovato's latest solo single is "OG Who? OGX", an ode to her hair journey that debuted this July on TikTok — here's where to snag her signature styling items online

By Sage Anderson

Sage Anderson

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September 10, 2024

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Demi Lovato for OGX

OGX

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From the long hair and iconic bangs of her Camp Rock era, to the buzz cut she sported in 2021 after coming out as non-binary, Demi Lovato has seen several seasons of hair over the course of her career career. This summer, the singer, songwriter, and actor partnered with hair repair brand OGX to create a brand anthem that plays on the fun that comes from expressing yourself through those luscious locks.

“Switch it up, now you’re looking lavish / OGX, do it like it’s magic,” sings Demi Lovato in her newest single, “OG Who? OGX,” which debuted July 12 on TikTok. The track, co-written by Lovato, features her signature powerhouse vocals and a bumping, summer-y beat, and the brand said they specifically chose her for this campaign because of her “bold hair choices and beautiful vocal range”. This release comes along with the launch of OGX’s new and improved shampoos and conditioners, which Lovato is known to use herself.

@ogxbeauty

OG pop queen and hair icon @ddlovato partnered with OGX to ensure no one has to ask OGwho again. It’s OGX 💪💖

♬ original sound – OGX Beauty – OGX Beauty

According to People, Lovato personally uses the Nourishing + Coconut Milk Shampoo and Conditioner to keep her hair feeling its best. “They just leave my hair so soft and healthy and it smells really good,” she told the publication. Among the other favorite products in her hair day arsenal are the Thick & Full + Biotin & Collagen Shampoo and Conditioner, and Renewing + Argan Oil of Morocco Shampoo and Conditioner, which can all be found on Target right now. The updated formulas here (aka “LipiPro Shield Technology”) provide twice the protein and lipid protection for healthier hair.

Target

Buy on target $14.59

The “Chula” singer has been sporting a short brunette bob for a while now, although she’s re-dyed the ends of her dark hair with golden blonde highlights for summer. While OGX is advertised for all hair types, especially from one of these new, high-performing formulas, Lovato’s haircare picks take care of everything from strength to volume and texture for healthy hair in just one wash (especially for someone with dyed hair, which can dry out and be more prone to breakage).

Target

Buy on target $15.69

Fans on TikTok are have been begging all summer for “OG Who? OGX” to be released on streaming platforms, with the top comment on the video being “WHY DID THIS ACTUALLY EAT 😭😭😭”. While, sadly, you can’t currently stream this hair love bop, what you can stream is the upcoming release of Lovato’s new documentary Child Star, shedding light on the legacy of childhood fame in Hollywood (available to stream on Hulu beginning on Sept. 17).

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Want to feel like your the baddest (like OGX)? Switch up your routine with their latest upgraded shampoos and conditioners, currently available online on Target.com.

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