The haircare shelves will soon need to make room for a newbie. Since finding success in the music industry, multi-platinum recording artist Russ has documented his entrepreneurial pursuits. Dating back to 2023, Russ’ efforts have been laser-focused on establishing himself in the haircare industry.
Yesterday (June 3), Russ revealed the released date for Palermo, his long-awaited haircare collection’s debut. On X (formerly Twitter), Russ shared a clip of the easy, breezy, beautiful promotional advertisement for his highly anticipated haircare line.
“I put my hair on a billboard in NYC,” wrote Russ. “My haircare brand, Palermo, is finally droppin JUNE 12.”
The now-viral billboard has been met with a roaring reception and even a few lighthearted jokes.
Whoever thought of this idea deserves a raise
— Walter Mireku (@waltermireku) June 3, 2026
Might be the best advertisement I’ve ever seen
— ChampShawn (@ChampShawnH) June 4, 2026
Lmao this fire yo
— Dr. Freeze (@OfficiallyIce) June 3, 2026
imagine opening ur apartment window and instead of wind u get Russ's hair
— SpyN64⛷️ (@SpyN64) June 3, 2026
Imagine opening your window to someone’s 3000 inch bussdown smacking you in the face pic.twitter.com/5upqd1IW9S
— Big BARB🦄 (@trynottothinkk) June 4, 2026
Others accused Russ of fabricating the billboard with AI (artificial intelligence) to advertise his company.
I think that this is AI 🙁 there’s no billboard on that building currently
— Well, yes! (@yay_tay) June 3, 2026
This better not be ai Russ istg
— bunny sanders (@whatbunnysaid) June 3, 2026
We did call the agency responsible for advertisement placement at the Broadway and West 29th Street billboard but were unable to speak with an account manager. But in the comment section of Palermo’s Instagram page, a representative shut down the AI allegations.
Named after the breathtaking city in Sicily, Palermo pays homage to Russ’ ancestry.
At this time Russ has not yet unveiled details such as pricing, product availability, or types of products offered. Although the brand’s official website is currently password protected, back in September 2025, Russ posted a photo on Instagram of the mock product bottles.
In the image, followers are shown a collection titled “Wavy” that includes an 8 fluid ounce shampoo, an 8 fluid ounce conditioner, an 8 fluid ounce leave-in, and an 8 ounce styling foam.
Russ’ previously shared promotional commercial (viewable here) suggested that line is unisex.
To sign up for the Palermo Haircare collection’s pre-sale, click here.