Keke Palmer is stepping into the corporate world. The actress, musician, podcast host, and Key TV founder has taken on a new role as the first Chief Brand Officer for Revlon’s natural hair care brand, Creme of Nature.
“Keke will be instrumental in shaping how we communicate our overall brand to the end consumer,” stated Chandra Coleman, Head of Marketing for hair and personal care brands at Revlon. Coleman emphasised the value of Palmer’s creative input as the brand aims to innovate and stay ahead in the competitive market.
Keke Palmer x Creme of Nature – Connecting with a New Generation
Palmer, a Chicago native like Creme of Nature, is committed to ensuring the brand resonates with a new, younger generation of textured hair care consumers. Her role involves updating the brand’s messaging, packaging, and marketing strategies to better align with contemporary trends.
“I grew up with Creme of Nature — it’s a brand that has always been present in my family and community,” Palmer shared. Her personal journey towards embracing her natural curls culminated in a significant 2017 “big chop” to redefine beauty on her terms, free from societal pressures.
Bringing Storytelling to a Legacy Brand
Founded in 1976, Creme of Nature is sold at major retailers like Walmart, CVS Pharmacy, and Sally Beauty. Palmer aims to infuse her storytelling prowess into the brand, leveraging her 20 years of entertainment experience.
“I’ve loved storytelling in the entertainment industry,” Palmer explained. “To have the opportunity to do it at this scale with Creme of Nature — it speaks to the brand’s unique position and its resurgence for a new generation.”
Chandra Coleman echoed this sentiment: “We wanted to work with someone who truly understands hair and is more than just a face for our campaigns. Palmer’s authentic voice and deep understanding of our audience will help us craft messages that truly connect with our consumers.”
A New Chapter for Palmer and Creme of Nature
This role marks Palmer’s first C-suite appointment, though she has previously served as an ambassador for brands like Olay and Olly. Reflecting on her career, Palmer said, “Evolving from being the talent asking for opportunities to being the one providing them is something I’ve worked towards since my breakout role in ‘Akeelah and the Bee’. That film was about the power of language and storytelling, which is a narrative I’m excited to continue with Creme of Nature.”
Revlon’s Turnaround Efforts
Palmer’s appointment comes nearly 18 months after Revlon emerged from Chapter 11 bankruptcy. As part of its turnaround strategy, the company has tapped TikTok star Nailea Devora as a global ambassador for its makeup line and made a strong return to New York Fashion Week with Christian Siriano. Additionally, Revlon recently announced Michelle Peluso, former Chief Customer and Experience Officer at CVS Health, will take over as CEO in November, succeeding interim CEO Liz Smith.
Palmer’s new role signals a promising future for Creme of Nature as it strives to blend its legacy with modern innovation under her creative guidance.