OH WOW
Owen Wilson’s Ascent As Hair Influencer Almost Complete as Actor Shills Shampoo in New Commercial
The 'laid-back ethos' of the campaign is inspired by California Naturals' clean and accessible haircare products
By Tim Chan
Tim Chan
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March 19, 2025
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California Naturals
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Owen Wilson is putting his tussled blond locks and that unmistakable voice to use in a new haircare campaign for California Naturals.
The new commercial sees the brand’s “Chief Shampoo Officer” working out taglines for California Naturals’ line of clean and naturally-derived products, which include shampoos, conditioners, body washes and hair treatments.
After noting that it “smells good” and has “no toxic stuff,” Wilson unsuccessfully pitches the line as “the total package,” before deciding that it’s a little lame. The actor is seemingly stumped on ideas, until he realizes the answer is just as simple as the ingredients in each California Naturals product. The final caption: “It’s All Good.”
As the brand explains, “It’s All Good” is a “philosophy that applies as much to hair as it does to life,” adding that the laid back vibe of Wilson’s campaign is inspired by California Naturals’ “commitment to clean ingredients and making luxury hair products accessible.”
EDITOR’S CHOICE
California Naturals Shampoo and Conditioner Set
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In a press release, California Naturals says Wilson was the perfect embodiment for its haircare line, citing his “effortless charm and comedic timing,” along with the “wonderfully-absurd lens of Owen’s on-screen persona.”
This is the second time Wilson has worked with the brand, and as the commercial suggests, the new tagline reveal could be another step towards “securing Owen’s status as a hair influencer.”
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Wilson shot the campaign in LA with film and music video director Ace Norton. Norton, who has directed clips for Vic Mensa, Foster the People and LCD Soundsystem, among others, calls this project a “wild rise,” as it was completed right after the recent wildfires.
As for working with Wilson? “He’s exactly what you’d hope for,” Norton says; “effortlessly cool, subtly brilliant, and hands down, one of the easiest guys to direct. Every take, he’d do something subtly genius. Just a dream.”
TOP PICK
California Naturals Super Moisture Body Wash
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California Naturals products are now available on Amazon. The brand says its formulas are certified vegan and cruelty-free, and free from sulfates, silicone and parabens. If you’re a noted surfer and swimmer like Wilson, you’ll also appreciate that the products are reef-safe.
You can shop some of our favorite California Naturals products above and see their full range of offerings here. The brand also recently debuted in 1,400 Ulta stores while also expanding their selection at Target.
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