Simone Biles named new face of K18 haircare brand

Gymnast Simone Biles has signed up to be an ambassador for the haircare brand K18.

The 27-year-old, who is the most decorated gymnast of all time, has signed a two-year partnership with the haircare brand, following in the footsteps of previous ambassadors Sofia Richie and Alix Earle.

Her new role kicks off with a social media campaign that highlights the importance of inner strength. The promo depicts Simone's on and off-mat routines and encourages viewers to "feel what's possible" with K18.

"A lot of people think gymnasts don't do much with beauty - that we don't wear makeup or change up our hair - but that's not the case," she told WWD, adding that her look is "even more (part of my artistry) than the music, because when I feel beautiful and true and authentic to myself - I perform better."

She noted that she and her hair stylist Jaz Johnson use K18 products because her tight bun and ponytail competition styles "can put a lot of stress on (her) hair".

K18's co-founder and chief executive officer Suveen Sahib told the outlet that it felt natural to sign a brand deal with both Simone and Jaz, who has been the athlete's hairstylist for four years.

"Simone was a natural fit - not only because she's the world's most decorated gymnast - but because she fundamentally showcases how the impossible is possible when you focus on best understanding your biology, and work with your biology," said Sahib.

"That relationship between a stylist and a client is sacred in so many ways; it's one we've respected and incorporated into K18 from Day One."

The seven-time Olympics medallist will participate in the U.S. Olympic Team Trials in Minneapolis, Minnesota this week to fight for a spot on the gymnastics squad ahead of the Paris Olympics in July.