After receiving hundreds of entries via the label-me digital platform, a shortlist was drawn from the monthly ‘Judge’s Pick’ winners and all were invited to attend a casting in London. All the finalists met with label.m’s Global Creative Director, Sacha Mascolo-Tarbuck, and a panel made up of professional hair experts, to take part in a test shoot and then interviewed about their individual style, interests and ambitions. Only the best could be chosen as the new ‘face’ of label.m 2019/20 and Dominik and Sarah both came out on top. After finding out about the style-sharing competition through Facebook, Sarah (19) wowed judges with her natural beauty and charisma both off and in front of the camera. The new label.m ad campaign featuring both winners will roll out internationally in October 2019.

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