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demi grace locs

On March 22, Demi Grace became the first model to wear locs in a Pantene Campaign. The musician and model was one of many Black women to star in the ad for the brand’s newly launched Gold Series product line, demonstrating the beauty of our various hairstyles and hair textures and celebrating strong, beautiful strands.

Demi’s appearance in the campaign certainly turned many heads, and because locs rarely get the attention they deserve in the mainstream, we reached out to the singer to hear more about her loc journey, stereotypes surrounding locs, and how she keeps her hair healthy.

MadameNoire (MN): How long have you had locs, what made you decide to grow them?

Demi Grace (GC): I’ve had locs for almost a year now. I always love trying new hairstyles and locs felt like the perfect style to work for me as both a pop artist and commercial model.

MN: What was the growth process like for you? 

GC: I started out with faux locs and I am letting it permanently lock. I love length and I definitely wanted my locs to be long but it depends on the hairstyle. Short hair is very attractive as well.


MN: Has it been a struggle to find products that penetrate your locs and keep your hair healthy?

GC: It hasn’t been a struggle to find products for my locs. In fact, I would say this hairstyle has been the easiest for me to maintain. When it comes to penetrating my locs, I really like to focus on my scalp and the Intense Hydrating Oil from the Pantene Gold Series line is perfect for that.

MN: What is your maintenance routine like and what products do you use to keep your locs looking fresh?

GC: I wash my hair once a week, again focusing on my scalp and roots. I retwist my hair once a month or every other month. I like my locs to look a bit more grown out than most prefer so I take my time to retwist. I use the Gold Series Moisture Boost Shampoo on my scalp which is great for getting rid of product build up. If you oil or moisturize your scalp on a daily basis, this product is great! I don’t go heavy with conditioner because my locs are very long and it would take days to dry which would put me at risk of mold.

MN: How was your hair before you locked it and have you found people treat you differently because of your hair or stereotype you in any way because of your locs?

GC: Right before I locked my hair I wore my hair in short tight curls, however, I generally wore weaves and constantly straightened my hair before ever wearing it curly. People definitely notice my hair before anything else on me sometimes and I kind of like it that way. I have been stereotyped a few times because of my locs but I just let it brush off of my shoulders. You can’t take negative criticism and comments too seriously if you want to progress in this life.


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