The former Disney darling joins an elite line-up of celebrity investors including Adam Levine, Diplo, Ellie Goulding, Katy Perry and Karlie Kloss.
Demi Lovato is the face of CORE Hydration’s latest campaign.
The bottled water company, launched in 2015 by beverage entrepreneur Lance Collins and producer Dr. Luke, was created to help balance the body’s acid and alkaline levels.
The brand has now unveiled “Sorry Not Sorry” singer Demi, who has publicly supported fellow singer Kesha in her legal battle with Dr. Luke, real name Lukasz Gottwald, as the face of its new Finding Balance campaign.
Kesha has accused the producer of physical, sexual and mental abuse when they worked together, allegations he has denied.
“CORE and I have always shared a common point of view: be true to your core… It’s so important to find gratitude in life, focus on the positive things and celebrate yourself, which is exactly what CORE motivates its fans to do and why I’m proud to be an investor and partner,” she said in a statement.
She joins an elite line-up of celebrity investors including Adam Levine, Diplo, Ellie Goulding, Katy Perry and Karlie Kloss.
CORE’s chief marketing officer Eric Berniker added: “Between the success of her Tell Me You Love Me tour, commitment to spreading awareness for issues she is passionate about and journey towards embracing body positivity and self-love, each day Demi is striving to live a healthy, balanced lifestyle. We admire her for this and are extremely proud to be partnering with her for CORE’s latest campaign.”
As well as print images, the popstar also starred in seven videos to promote the water.
“Life is a balancing act,” she captioned one clip on Instagram. So excited to show you my new campaign with @core! Had so much fun working on this. Head over to Core’s website to see all 7 videos. (link in bio) #perfectlybalanced.”
This is the latest lifestyle collaboration for the 25-year-old; she previously teamed up with Kate Hudson’s Fabletics and Skechers on a sneaker line.
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