Coco Gauff signs hair deal with Carol’s Daughter, a brand that ‘shares my values’

Coco Gauff may have flamed out in the recent Miami Open, but the Delray Beach resident continues to make news off the tennis courts.

Carol’s Daughter, a pioneer in natural hair care, this week announced a multi-year partnership with the defending U.S. Open champion. According to a press release from the company, “in a move to uplift Black beauty for a powerful new generation, Carol’s Daughter proudly stands as the first beauty brand to join Coco’s portfolio.”

Gauff, who recently turned 20, reportedly earns around $16 million in endorsement deals. Among the brands aligned with her are Ray Ban and Meta for their new smart glasses, Bose, UPS, Barilla and Baker Tilly. She remains part of the New Balance team, a deal she signed when she was 14.

“I’m delighted to announce my partnership with Carol’s Daughter,” Gauff said in the release. “Their knowledge of natural hair care is unmatched, and I couldn’t be prouder to align with a brand that shares my values. I’m excited to help continue their mission of empowering millions of women and little girls to embrace their curls and coils with pride and authenticity.”

Gauff usually sports protective styles or lets her curls and coils flow freely while competing. According to the release, “Coco is a mirror of a generation that was never afraid to embrace and celebrate their hair texture. Her experimentation with hairstyles reflects her confidence and willingness to challenge traditional beauty standards, inspiring others to do the same. Her poise, strength and unique style have set her apart, making her a role model for aspiring athletes everywhere.”