Lily Collins is the new face of Rōz.
An early investor in the brand and a longtime client of founder Mara Roszak, Collins will front in a new campaign titled, “Hair That Shapes You.” The multifaceted initiative explores the relationship between hair and identity, with real consumer spotlights, a call-to-action hashtag and a visual merchandising refresh with Rōz’s retail partners, which include Sephora, Goop and Credo.
Speaking with WWD, Roszak described the campaign as a “brand ethos moment.” She said: “In a time where the world feels very uncertain and AI is very present in all these things, I personally think that what is cutting through the noise are things that are very real and that make you feel something. And that’s always been my intention with Rōz and hair in general. I feel that hair is deeply emotional, and we go on such a journey with it.”
Lily Collins for Rōz’s new campaign, “Hair That Shapes You.”
ROZZI
The architect behind Collins’ sleek, Parisian-inspired bob, Emma Stone’s pixie cut and Zoe Saldaña’s Louise Brooks-esque blunt cut at the 2025 Met Gala, Roszak knows a thing or two about storytelling through hair.
“I’ll never forget when Mara chopped all of my hair into a pixie cut just hours before the 2015 Vanity Fair Oscar party,” Collins recalled. “We’d been talking about it for a while, and then I literally started dreaming about the cut — and that’s when I knew I had to do it. I was craving a true reset, something that felt like letting go of a lot, both physically and emotionally. It was incredibly freeing, and it became the first of many hair changes that followed — each one tied to whatever chapter I was stepping into next.
“My hair has always felt like a kind of timeline — different lengths, colors and textures marking different chapters. Some changes have been for roles, some for fun and some because I wanted a shift in my real life,” she continued.
The “Love, Rosie” star has entrusted Roszak to help at almost every stage of career, and vice versa. When Roszak was first creating Rōz and opening her own salon, she went to Collins for feedback. It wasn’t until after Rōz launched that the actress joined as an investor. “It happened completely organically as kind of like the best things do, the best partnerships do. And she was on board immediately,” Roszak said.
The decision to bring Collins out from behind the scenes for this campaign was a no-brainer. “Lily embodies the Rōz woman — she’s dynamic and intentional in every part of her life. She’s a friend, a mom, incredibly hardworking and someone who truly shows up — with presence and purpose. I’ve had a front-row seat to how thoughtfully she juggles it all, making decisions with care and staying grounded through every chapter. She values quality and authenticity — principles that align naturally with Rōz,” Roszak said.
