COACH SYDNEY CARTER, KADEEM HOSEIN, LACI JORDAN, AND YEИDRY LEAD ECO STYLE’S “DEFY DEFINITION” CAMPAIGN.

The iconic styling brand celebrates personal style without limits, spotlighting a new generation of creators who refuse to be defined by a single version of themselves.

ECO STYLE®, the #1Gel Style Brand by Units Sold, trusted across generations, announced the launch of “Defy Definition,” a new campaign celebrating individuality, self-expression, and the freedom to show up as every version of yourself.

At its core, Defy Definition is built on a simple idea: you’re not one thing. You’re everything. No one has to fit into a single definition of beauty, identity, creativity, or style. Personal style can shift with your mood, evolve with your experiences, and change simply because you feel like trying something new. And through it all, your hair remains an essential part of that expression.

Leading the campaign is Coach Sydney Carter, joined by ballet dancer Kadeem Hosein, multidisciplinary artist Laci Jordan, and musical sensation YEИDRY. Representing worlds across sports, dance, art, and music, each brings a distinct perspective on identity and personal style. Together, they reflect the many ways people can move through the world  and the freedom to embrace every version of themselves. As part of the campaign, ECO STYLE partnered with NY Fashion Diaries and students from the Fashion Institute of Technology (FIT) to showcase the next generation of fashion creatives and their individual approaches to style.

Rather than asking people to fit into a specific aesthetic or definition, ECO STYLE is meeting people where they already are. Defy Definition enters the worlds of the creators, communities, and cultural spaces shaping how people express themselves today, allowing their passions, perspectives, and personal styles to lead the conversation. From the court to the dance floor, the studio, and the stage, the campaign celebrates the freedom to switch it up, experiment, and express yourself on your own terms.

“Eco Style has been a household favorite for generations because we’ve always understood that great products start with listening to our consumers. This next chapter is about honoring the loyalty passed down from one generation to the next, while ensuring the brand continues to connect with today’s consumer,” says Delene Cormier, Vice President of Marketing at Eco Style.“Through Defy Definition, we are meeting people where they are. We’re celebrating the individuality, confidence, and authenticity of the people who have made Eco Style part of their routines for decades, as well as the next generation who will make it part of theirs for years to come.”

For ECO STYLE, Defy Definition builds on a legacy of helping people make their style their own. For decades, the brand has been part of everyday styling routines, evolving alongside the people who use it and the ways they choose to express themselves. Today, Defy Definition brings that legacy into a new cultural moment, celebrating a generation that sees personal style as something to explore, evolve, and make entirely their own.

The campaign will come to life through a series of talent-led stories that bring audiences into the worlds of the creators shaping culture today, from sports and dance to art, music, and fashion. Each story offers a look at how personal style evolves across different passions, identities, and experiences, while celebrating the freedom to express every side of who you are. Through these stories, ECO STYLE invites audiences to embrace their individuality, switch it up, and define style on their own terms. For more information, visit ecostyle.com

Defy Definition is more than a campaign. It is a call to break the rules, switch it up, and express every version of you.

ABOUT ECO STYLE

Established in 1983, ECO STYLE is the #1 styling gel brand and a trusted staple in textured hair. What began with a single gel formula has evolved to meet a wide range of textures, trends, and styling needs.Known for delivering lasting hold without compromise, ECO STYLE continues to innovate with formulas that help consumers shape, define, protect, and express themselves through styled hair.