Hair Hero

Hair Hero

Meet aurora Richards - the student who fought off the competition to become this year’s face of label.m

Last year saw the launch of, a new style destination to find the face of label.m, the official haircare product of London Fashion Week. Hundreds of hopefuls entered to become 2016’s label.m campaign star, but it was 16-year-old Aurora (Roo) Richards who captivated the judging panel.

She was simply beautiful, with a great face and lovely hair,’ explains Sacha Mascolo-Tarbuck, Global Creative Director of Toni&Guy and label.m.

‘Even at the casting stage when we were weighing up all the finalists, there was something about Aurora that just shone through.’ For the judges, Aurora’s style was a perfect fit for the haircare brand. ‘Aurora represents youthfulness, being spirited and street-style chic with a bit of an edge,’ Sacha adds.

Aurora will make her official debut for label.m on the pages of Vogue and Cosmopolitan in October, but here we give you a preview of her transformation from GCSE student to campaign model.

Aurora tells us about…

Winning the competition ‘It was such a dream come true as I’ve been going to Toni&Guy for years. I knew it was a once in a lifetime experience and could really spark an opportunity to get into the modelling business. I’m so glad I entered.’

Her style ‘The 90s is a huge inspiration – I love athleisure and combining sportswear with casual clothing.’

Her hair ‘I’ve always loved the braided Mohawk look that Selena Gomez wears, but it’s such a fierce and complex style, I’ve never been brave enough to do it.’

Her go-to products ‘I like to straighten my hair so I use the label.m Titanium Pro-50 Styling Iron and then apply label.m Therapy Rejuvenating Radiance Oil to keep my hair sleek all day long.’

Her journey ‘It’s been a wonderful process. My confidence has grown massively and I will now receive exposure in major magazines. I would definitely recommend that people enter the competition.

Are you ready for
your close-up?

The hunt is already on for the face of 2017. Visit to upload your most head-turning shot for the chance to join the shortlist for 2017. The entrant with the most likes each month will also get to take home a goody bag of label.m products. May the best look win!