The Alterna Haircare Caviar Infinite Color Hold product range.

Out with Katie Holmes, in with the Kardashian hairstylist.

Andrew Fitzsimons, who often works as a hairdresser on the set of Keeping Up With the Kardashians, has been tapped by Alterna Hair Care as its new ambassador, taking the place of Holmes. Fitzsimons boasts an Instagram following of some 62,000 and has styled hair for wide range of celebrities — Ashley Graham, Joan Smalls, Irina Shayk and Susan Sarandon have all made recent appearances on his social media channels. Though the Henkel-owned professional hair brand declined to comment on the end of Holmes’s contract, an industry source noted the split was amicable and that both parties were interested in going their separate ways.

Fitzsimons sees the ambassadorship as a platform through which he can educate women of all hair types on how to style their hair, and he said he is eager to start working on video tutorials.

“We live in an age where everyone is super interested in beauty,” said Fitzsimons. “[I want to say] ‘OK, this is the hairstyle of the moment, let’s try it on five different hair types — coarse to curly, wavy, straight and any which way.’” The hairstylist has plans to act as a correspondent of sorts for Alterna, reporting on the front lines of customer needs. “I’m a person who has to come up with new hair trends before they happen,” said Fitzsimons. “That will [manifest] in product development and new collections.”

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“The real opportunity here is to have a platform to talk about empowering women in the beauty industry,” he continued. “[For Alterna], it’s ‘How can I help convey the message that their products work on everyone?’”

Back to the Kardashian connection, Fitzsimons is the mastermind behind Kim Kardashian West’s current stick-straight, superlong locks. “Kim’s hair right now is giving me life,” said Fitzsimons. “What’s beautiful to me is really shiny, beautiful, healthy skin and hair — there’s a real luxury element to it, having a perfect canvas and then having everything look good on it.”