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Promotions are for the Keraphix Damage Repair line that features liquid crystal serine amino acid to reinforce the hair’s protein matrix.
April 29, 2026
By: Lianna Albrizio
Associate Editor
Nexxus is entering a “bold” new chapter with pop legend Christina Aguilera, notably “Xtina,” to demonstrate the revitalizing power of its new Keraphix Damage Repair line.
“Nexxus was born with a mission to prove that the secret to resilient style has always been rooted in science,” said Lynn Fischer, head of brand, Nexxus North America. “Christina’s looks have defined generations, and her hair evolution makes her the ideal partner to help us welcome our next chapter by reintroducing the world to the power of protein science. We’re so excited for fans to meet ‘Nexxtina’ and learn how to rebuild their hair’s protein foundation for their healthiest strands yet.”
To a stripped-back acoustic version of her epic anthem, “Fighter,” Aguilera is in a futuristic lab with her waterfall-style, bleach-blonde hair cascading down her oversized suit. Her new alter ego, Nexxtina, proves damage is a “thing of the past” with the brand’s new Nexxus Keraphix Liquid Crystallizer Treatment.
“Bleaching, crimping, highlighting… you name it, my hair has been through it. That’s why I’m so excited to join forces with Nexxus,” said Aguilera. “The Keraphix Collection has been a total gamechanger for strengthening hair against breakage, bringing my hair back to life, and protecting it from future damage. As a working mom who’s always on the go, I don’t always have time for a ton of steps. The Keraphix Liquid Crystallizer Treatment fits so easily into my routine — it’s my haircare genie in a bottle.”
The collection is designed to deliver 34 times stronger hair after one use (versus non-conditioning shampoo) and works on all types and textures of real hair, while helping restore softness, flexibility, vitality and shine, according to the brand. Key ingredients include liquid crystal serine amino acid to reinforce the hair’s protein matrix; cuticle actives to smooth and add shine while forming a protective barrier; and glycerin to improve elasticity and softness.
Watch the campaign here:
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