Pantene Legit Just Hired a Baby to Be Its New Face

If the Forbes 30 Under 30 makes you feel inadequate, look away. An actual baby has landed a major beauty campaign at the ripe age of one year old. Infant-luencer (Baby-fluencer? It-Baby?) Baby Chanco, whose mom-managed account boasts 300,000 followers, has such a luscious head of hair that Pantene recruited her to be in an ad. Chanco is featured alongside gray-haired Japanese TV announcer Sato Kondo and is also shows up in a short spot called “The Hairy Tale.”

“We feel [Chanco’s] beautiful hair has strong power that makes people positively move forward,” Ooshiaki Okura, P&G Japan Hair Care Associate Brand Director told People. “We went straight to her mother because Chanco’s personality and special character matches our image for women we want to support.”

We have so many questions. What do they mean by Chanco’s “special character”? Are women supposed to find babies aspirational now? Is Pantene safe for babies to use? What have her parents been feeding her to get such thick, long hair…and can we have some??

All “WTFs” aside, Baby Chanco is indeed blessed in the hair department and pretty damn cute. Thanks to her mom, Mami Kano, for blessing the internet.

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