Larry Sims, a dancer turned celebrity hairstylist, has been tapped by hair care brand Got2b to step up its social-media presence.
The 33-year-old — known for tending to the locks of Victoria Beckham, Gabrielle Union, Queen Latifah, Eve and Christina Milian — will showcase Got2b products in at least two how-to video tutorials for the Web per month. Terms of Sims’ Got2b deal, which will involve social-media efforts aimed at YouTube, Facebook, Twitter and the brand’s Web site, were not disclosed.
“I really want to create a universal approach to the brand,” he said. “I don’t want it to just cater to one particular ethnicity or group of people. The products…can work on all hair types. There are no lines. [Got2b’s] demographic is 16 to 35. If we can expand that in any way, that would be great as well.”
Before he began his hairstyling career, Sims dabbled in doing hair during dancing jobs — on music-video shoots and concert tours — for the likes of Missy Elliot, TLC and ’NSync. He then started working for the Ken Paves Salon in Beverly Hills until heading out on his own. He opened a salon in Los Angeles called Salon Sims earlier this year.
Sims’ social-media responsibilities at Got2b, which is under the umbrella of Henkel AG & Co.-owned Schwarzkopf, follow his position as celebrity hairstylist for the Schwarzkopf brand Smooth ’N Shine.
“I just thought it [Got2b] would be a really great fit,” said Sims. “It is not about looking like you went to the salon and sat for hours, and your hair is perfect. It is about freedom and self-expression. That is the most important thing that I always like to relay as a hairstylist.”
Sims officially kicked off his Got2b role at a party on May 12 in Los Angeles for magazine Nylon’s Young Hollywood issue. For the party, he styled the hair for three women featured in the issue — YouTube personality Dulce Candy and actresses Brit Morgan and Haley Ramm — for videos on Nylon TV.