PALOMA || 2022 Campaign
“Knowing that I’m unique, I have my own sense of beauty, and I feel beautiful and confident when I’m happy and laughing – that’s enough to make me feel unstoppable.”
– Franny, PALOMA Ambassador
Beauty is many things, but uniform isn’t one of them. True beauty is fundamentally diverse – it expresses itself through a multitude of forms, shades, shapes and dimensions. Beauty is an energy, an attitude, a presence. Beauty is the whole package: the eyes, the hair, the smile, and most importantly, the heart.
At PALOMA we have always sought to move beyond the narrow, homogenous ideals that have dominated the beauty industry for far too long, in favour of a more nuanced and inclusive approach to aesthetics. We understand that hair is an integral part of our identity and self-image, which inturn influences our confidence, reputation, self-esteem and mental health. Our holistic approach to styling and self-care goes beyond appearances – “perfection” is never the end goal. The PALOMA experience is all about empowering our guests to see, feel, and connect with their own innate, unique beauty through rituals of self-love.
As we continue to evolve as a business, we’re drawn to people who reflect and align with where we’re headed: a more multidimensional, sustainable and inclusive future for the beauty industry, and for the planet as a whole. PALOMA’s brand ambassadors speak to our love of diversity, our passion for environmentalism, and our appreciation for distinct style (and seriously good hair).
Kelsey, a model, and Cloudy, a filmmaker, for us epitomise the positive shifts occurring within the industry and beyond. Embodying a style and attitude that transcends gender, the pair opts for hairstyles that suit their lifestyle, hair texture and mood – at no point do stereotypes and identity norms come into play. Unconfined by conventional beauty standards, working with them feels fluid and free, allowing the potential for maximum creativity and transformation.
What drew us to Jess and Lille, aside from their great look and energy, was our shared commitment to sustainability and caring for community. Jess is a student of environmental science who instantly connected with Paloma on views around sustainability and climate.
“In my opinion, part of being beautiful is being ethical. PALOMA rises above beauty as a purely aesthetic notion by promoting and practicing sustainability in all stages of business and life.”
Lillie is a proud Arrernte, Bundjalung and Kalkadoon woman from Gadigal country who works for Seed Mod, an Indigenous Youth Climate Coalition. She is known for being an incredible storyteller, particularly around the way climate change impacts our First Nations people.
“For Aboriginal and Torres Straight Islander people we’re on the front lines of the Climate Crisis having done the least to cause it and being the first and worst affected by it.”
Franny – our unique beauty with a strong sense of self and captivating presence – personifies the PALOMA energy: sincere and confident, refined and empowered.
“It took me ages to feel comfortable in my own skin, but the older I get the more I realise that the beauty standard is what you make it. Now I see my old insecurities as my best features.”
Founder of PALOMA salon, Paloma Rose Garcia, has over time developed personal relationships with each of these dynamic individuals, whose beliefs and values resonate with her own. They are true originals – each embodying the confidence, authenticity, and undone elegance synonymous with the PALOMA brand.
Photographed by Tim Ashton
Creative Direction by Lauren Kin
Styled by Sarah Starkey
Makeup by Molly Warkentin
Hair by Paloma Garcia and the Paloma Salon Team